Article Number: 5043
Armstrong returns to show floor for Surfaces 2010
By Matthew Spieler
LANCASTER, PA.—For the first time in five years Armstrong will be exhibiting its products and programs on the show floor at Surfaces. At Surfaces 2009, the industry’s largest hard surface manufacturer officially returned under the show’s umbrella for the first time in four years when it exhibited in a private ballroom adjacent to the show floor.
Armstrong is actually the second company to return to the main hall after exhibiting in an adjacent ballroom for Surfaces 2009. Earlier this year, Mannington announced it was not returning to the ballroom concept and would take a space on the show floor (FCNews, June 15/22).
For the Surfaces 2010 show, Armstrong will be located toward the front of the main exhibit hall, in a 12,000-squarefoot booth created “to ensure that attendees of Surfaces 2010 experience Armstrong’s full commitment to the success of its retail partners and determination to continue to earn both their trust and business.”
Edward Sofia, independent channel marketing manager for Armstrong Floor Products, said the move back to the exhibit hall in a space even larger than last year’s ballroom “signifies our ongoing commitment to our retail partners, whether it’s through the number of products launched, partnership programs announced, or our advertising investments to drive consumers to dealers.”
He noted the company will be bringing its entire flooring portfolio of products, merchandising, programs and services along with the entire Armstrong team of salespeople, managers and our distributor partners.
And, even though Surfaces is a residentially oriented market, the mill will also be bringing its commercial division. “We know that for many of our retail partners commercial is a part of their business,” Sofia explained, “whether it’s Main Street or contract, we will have our full portfolio of products to show that all of our categories are No. 1 in design and quality across the board.”
Kent Clauson, Armstrong’s marketing general manager, added the mill wants to ensure that Surfaces 2010 is worthwhile to those who attend, by having “an impressive portfolio of programs and products to introduce—all aimed at helping dealers sell more and improve profitability.”
While it is too early for the company to divulge everything, Sofia told FCNews when it comes to special activities around the booth, such as promotions and demonstrations attendees can, “be assured that we will address all areas of importance to our customers— from product to installation to merchandising. We want to be able to provide good ideas for our dealers to take back to their own businesses so they can build sales. We have some very exciting plans.”
Clauson concluded by noting, “Customers can expect a meaningful Armstrong experience at the show. We can look forward to continuing to learn from them and discuss how we can keep on working together to build their business.”
Surfaces takes place Feb. 1 to 4 at the Sands Expo & Convention Center in Las Vegas. Exhibits open on Feb. 2, with the market’s Education Conference beginning the day before.
For more on Surfaces, call 800.547.3477.
LANCASTER, PA.—For the first time in five years Armstrong will be exhibiting its products and programs on the show floor at Surfaces. At Surfaces 2009, the industry’s largest hard surface manufacturer officially returned under the show’s umbrella for the first time in four years when it exhibited in a private ballroom adjacent to the show floor.
Armstrong is actually the second company to return to the main hall after exhibiting in an adjacent ballroom for Surfaces 2009. Earlier this year, Mannington announced it was not returning to the ballroom concept and would take a space on the show floor (FCNews, June 15/22).
For the Surfaces 2010 show, Armstrong will be located toward the front of the main exhibit hall, in a 12,000-squarefoot booth created “to ensure that attendees of Surfaces 2010 experience Armstrong’s full commitment to the success of its retail partners and determination to continue to earn both their trust and business.”
Edward Sofia, independent channel marketing manager for Armstrong Floor Products, said the move back to the exhibit hall in a space even larger than last year’s ballroom “signifies our ongoing commitment to our retail partners, whether it’s through the number of products launched, partnership programs announced, or our advertising investments to drive consumers to dealers.”
He noted the company will be bringing its entire flooring portfolio of products, merchandising, programs and services along with the entire Armstrong team of salespeople, managers and our distributor partners.
And, even though Surfaces is a residentially oriented market, the mill will also be bringing its commercial division. “We know that for many of our retail partners commercial is a part of their business,” Sofia explained, “whether it’s Main Street or contract, we will have our full portfolio of products to show that all of our categories are No. 1 in design and quality across the board.”
Kent Clauson, Armstrong’s marketing general manager, added the mill wants to ensure that Surfaces 2010 is worthwhile to those who attend, by having “an impressive portfolio of programs and products to introduce—all aimed at helping dealers sell more and improve profitability.”
While it is too early for the company to divulge everything, Sofia told FCNews when it comes to special activities around the booth, such as promotions and demonstrations attendees can, “be assured that we will address all areas of importance to our customers— from product to installation to merchandising. We want to be able to provide good ideas for our dealers to take back to their own businesses so they can build sales. We have some very exciting plans.”
Clauson concluded by noting, “Customers can expect a meaningful Armstrong experience at the show. We can look forward to continuing to learn from them and discuss how we can keep on working together to build their business.”
Surfaces takes place Feb. 1 to 4 at the Sands Expo & Convention Center in Las Vegas. Exhibits open on Feb. 2, with the market’s Education Conference beginning the day before.
For more on Surfaces, call 800.547.3477.
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