As the associate editor of Floor Trendsand editor of its sister publication Floor Covering Installer, I see a great deal of confusion crop up when it comes to how much retailers should know about the installation side of the business.
Butler Floor and Carpeting had tried conventional marketing and advertising but, after 63 years in business, the third-generation family-owned Pennsylvania operation needed to try something else.
When you speak with David Martin, you cannot help but recognize his sense of history, place and responsibility. He is the fourth generation of Martins to work at one of the country’s largest flooring retailers.
When it comes to brands, there have been a plethora of studies and multiple opinions on the subject. But one thing is abundantly clear: Brands do matter—whether they are internationally known or only to people in your hometown.
Starting a flooring retail business and sustaining it can be difficult enough, but doing so while also building a well-known and respected brand is even more challenging.
Rob Menefee wants to continue to grow his business. Considering he already has three locations and $12-plus million in annual sales, that is no small task.
