Daltile Statements - 2012 Issue 3: October 2012
Statements Spotlight: Worldwide Wholesale

Statements Spotlight:

Worldwide Wholesale

As we’ve said before, Insider is for and about you. As a member of the Daltile Statements Dealer Program, you are one of North America’s premier tile dealers and design resources. At Daltile, we are committed to providing you support to help you grow your business, which is why we’ve decided to turn it over to you. What better way to keep your finger on the pulse than by hearing from other industry professionals with the common goal of being market leaders.

This month we connected with Darren Braunstein, vice president of Worldwide Wholesale in New Jersey. Worldwide has been in business since 1991, with three locations in Edison, Lawrenceville, and Fairfield. Worldwide has been a member of the Statements Showroom Program starting in Fairfield in October 2011. They then followed through with the program in Edison and Lawrenceville in December 2011. Read on to learn more about their experience thus far.

Why did you join the Daltile Statements Showroom Program?
Daltile is a respected brand among the tile industry, and we believe aligning with the best brands in the industry is key to our future marketing plans. Also, the impressive merchandising and display system and the lead referral program with Daltile.com were key draws to the program.

What Statements marketing and promotional tools and merchandising displays have you worked into your showroom?
We have created a “store within the store” featuring all of the components and fixtures of the Statements program, including the digital kiosk, banners as well as in-store signage.

Have you seen an increase in per-ticket sales or positive impacts on your business as a result of your participation in the Statements Showroom Program?
We are seeing some growth in the tile and stone category. Sales of Daltile products are double last year. The sample program is very diversified and covers a broad selection of tile and stone. I think that has helped increase our close rate. We also are seeing quite a few email leads coming from the website as well as phone calls.

What are some of the key challenges you face as a retailer?
Our top challenge is the economy. Since the crest in 2007, we have been struggling to see any solid growth in sales and activity. Unfortunately, there are fewer buyers in the market today. Until the housing market turns around, and homeowner equity starts to build again, we have to maximize profits with less volume.

We are positioned well in the market as our salesmen are experienced, have extensive product knowledge, and offer superior customer service.

What colors, styles and trends are consumers looking for in your area?
According to our tile specialist and designer, Kim Carino, natural stone remains popular in polished and tumbled finishes. However, in porcelain we are seeing larger rectified tile becoming more popular, specifically 12 x 24’s, 18 x 18 and 20 x 20. There seems to be a trend toward the warm grays, soft taupes and even light linens. Tiles that mimic textured fabrics are also popular. These patterns set a cleaner and more spacious setting for the transitional and contemporary trend in design.

Statements SpotlightWhat are some best practices you can share in the area of sales and marketing?
We ran a New Years Day “private event” in January and offered a significant discount on our key partner brands, Stainmaster, Karastan, Armstrong, and Daltile. Invitations were sent out via direct mail. We also produced a 12-page catalogue in April/May, again featuring the same key brands with a special offer. Both promotions were very successful.

We also revamped our web site at the start of the year, and linked our tile and stone section with Daltile. This allowed us to easily import a huge assortment of product and images into our site.

Statements Dealer Program

Did You Know?

Pinterest
Daltile is now on Pinterest!

Did you know Pinterest is now the third most-visited social-networking site in the United States, according to a recent report.

The site, which lets its users "pin" photos and information from the Internet onto virtual boards, ranks behind only Facebook and Twitter in terms of total visitors, according to the analysis, titled "The 2012 Digital Marketer: Benchmark and Trend Report."

Statements Dealer Program

News & Updates

Statements News

The Statements Awards — It's Not Too Late!

Statements Excellence Awards

You work hard. Creating new and inspiring designs for customers. Finding new ways to grow your business. Getting involved in the community.

You deserve recognition for that. That’s why Daltile has created The Statements Awards. The deadline has now been extended to September 30, 2012, so be sure to submit your entry today! Download Entry Form Here.

As a refresher, the Statements Awards is a program to recognize excellence and best practices exhibited by dealers participating in the Daltile Statements Dealer Program. Awards will be given in three categories:

  • Design – Most creative design solutions to meet customer needs
  • Giving – Best support of and participation in philanthropic or community causes
  • New Opportunities – Excellence in growing business through showroom expansion, marketing or merchandising

The winners of the Statements Awards will be announced in late 2012. Winners will receive a $1,000 gift card, bonus co-op funds, as well as recognition in Insider and Daltile publicity efforts.

Have you filled out your Statements PR Network Questionnaire?

Don’t forget to fill out your Statements PR Network Questionnaire. Each quarter, we will develop a design trends-oriented press release and deploy it to local media in your community on your behalf. Each press release will include custom content to support your location based on the interest and information we receive from you.

Media relations outreach will only be conducted on your behalf if you are interested and fill out the questionnaire.

Thank you for your interest in the PR Network, and continued support as an advocate and leader for the Daltile brand.

Statements Program

Featured Element of the Month

In support of the fall selling season Daltile is offering Statements participants customizable ad materials, bonus reinvestment funds, in-store merchandising and enhanced lead generation campaign.

Featured Element of the Month

Customizable Ad Materials
Bring customers to your Resource Design Center showroom using pre-approved, customizable ad materials. Promotional ad materials (newspaper, direct mail, free standing insert) are available on the Statements Portal Asset Bank at daltile.com/Statements. Click on the link under Digital Assets.

Double Reinvestment Funds on Ayers Rock and Fantesca!
Purchase Ayers Rock or Fantesca between August 13th and November 17th, 2012 and you’ll receive double the Statements business reinvestment fund rebate on product shipped during the promotion dates.

In-Store Merchandising
To highlight promotional messaging in your showroom a promotional counter card and a promotional pop up were shipped to participating dealers mid-August. Use these merchandising materials to ensure customers know about your exciting offer(s)!

Marketing Tips/Business Tips:

Marketing Through Lead Generation — the Statements Way

Marketing Tips/Business Tips

The lead generation program drives potential customer leads directly to participating dealers using three online channels: geographically targeted Google AdWords campaigns, promotional banners featured in key messaging areas on Daltile.com and by prominently featuring promotional offers and participating dealer information on the Daltile Dealer Locator page.

The Daltile team continually monitors the lead generation program and we are excited to announce three initiatives designed to further improve the program for you as a Statements participant:

  • Up to $500 Rebate Offer:
    • The spring lead generation campaign generated hundreds of leads for Statements participants. Tracking reports show the most clicked on banner offer was “Up to $500 Off.” All dealers will default to this offer. To modify promotional copy on your Dealer Landing page complete the Fall Campaign eRegistration Form or contact your local Daltile representative.
  • Expanded List of Google Keywords:
    • The spring campaign featured 56,000 keywords that evolved around flooring and tile. The fall campaign will expand this list of keywords to capture the attention of customers early in the consumer buying cycle. For example, "laminate flooring."
  • Retargeting:
    • The newest piece of the lead generation program is retargeting. Daltile will begin using behavioral retarget advertising to present Statements banner ads to the high percentage of web surfers that see the promotions online, but do not click on the ad the first time. This is done by displaying ads to the prospective customers as they surf the Internet and web pages using the Google ad network.
Why is Retargeting a good idea?
  • Retargeting entices people to return and complete the purchase/conversion as remarketing ads are being served to people who have already seen your website
  • It offers an opportunity to increase campaign ROI by making an effort to recapture the missed opportunities a second and third time
  • Retargeting creates custom ads based on the retargeting audience

For more information about collecting and following up on leads, contact your Daltile Sales Representative. Look for your fall lead generation sign up form coming via email.

Statements Dealer Program

2012 Statements

Program Benefits

Q3 Benefits

  • Loose Tile Display available for purchase
  • Quarterly Co-op & Business Reinvestment Funds
  • Co-Branded Visualizer (Website & Kiosk)
  • Online Ad Campaign Began 8/12
  • Fall POP Materials
  • Bonus Reinvestment Funds on Ayers Rock and Fantesca
  • Dealer eNewsletter

Q4 Benefits

  • Featured Product Update
  • Quarterly Co-op & Business Reinvestment Funds
  • 12 x 18 Panel Update
  • Online Ad Campaign Continues through 11/17
  • Selection Center Update
  • Bonus Reinvestment Funds on Ayers Rock and Fantesca through 11/17
  • Dealer eNewsletter
  • Excellence Awards Winners Announced
2012 Statements