Making it in today's economy

Hello BonTon Bloggers,

What does it take to make it in today’s economy? After all, so many large, international companies have either closed down or scaled back. So how does your typical tile manufacture/showroom/distributor make it?

One thing we have going for us at BonTon is that we have partner showrooms in many of the major markets in the U.S. This gives us an opportunity to see what’s happening in different geographical areas and emerging trends. While we understand what sells in Manhattan may not be the same thing that moves in South Texas, we can identify trends and what’s working.

So what is working out there? Let me throw out a few ideas.
Tile Stimulus Program: Home Carpet One- Chicago IL- This showroom partner, owned and operated by Joel Schreier (www.homecarpet1.com), had a big sale this weekend offering a nice discount for one day only. The BonTon hot line was ringing and sales were made. Moral: create excitement; give your customers a reason to buy NOW!

Social Marketing: I know, for most of us on the “other” side of 40 this may be an uncomfortable topic. However, the progressive showroom partners out there are embracing this medium. When you consider the cost involved with spreading you companies name to an almost unlimited consumer base…..well it’s fantastic. So many of these sites are FREE and very easy to navigate. Facebook, LinkedIn, Blogger, Word Press are just a few to choose from. Why pick just one? Several social marketing outlets really maximize your exposure on the web.

Make Some Lemonade: Okay, so you’re not all that busy right now. If you’re in it for the long-haul it may be time to make some lemonade. We have heard from showrooms from coast to coast about “special projects” in the works while traffic is slow. It makes sense. Why not take this time to improve the look and feel of your showroom, or clean out old (and many times out dated) displays and samples. These changes don’t have to be expensive. Here are a few ideas.
Paint – no cheaper way to instantly change the look and feel of your showroom.

Weeding: Take a look at your least profitable lines, it could be time to give them the boot. Weeding out the dogs will also give your showroom a cleaner look and direct more attention to your profitable lines.
Refresh – With fall approaching and the housing market improving, now may be the time to introduce your customers to a few new lines. Negotiate with these prospective new vendors. Create a win-win agreement, after all they want exposure you want some new looks! Just try to find lines that are not down the street because as we all know your showroom must be unique.
Back to School: Having a professional well-trained sales team makes a HUGE difference. Now is the time to invest in your employees and it doesn’t have to cost much. Many vendors will hold product training with you staff at no charge. In addition training re-invigorates sales people and many times opens their eyes to new opportunities in your showroom.

Be Creative: Let’s be honest, the old boring “Labor Day Sale” or “Fall Blow-out” sales are as clichéd as the blow-up dinosaurs on the local car dealership. Use buzz words from current events like “Tile Stimulus Program” or “Remodeling Bail-Out”. Consumers identify with these slogans and they’re fun. Potential customers are bombarded with advertisements on TV, Radio, Print and web. The best way to capture their attention is to get out side that BOX. Try something fun and new. Who knows you might attract a few sales?


These are only a few ideas for you and I am sure there are dozens more. We would love to hear from you about other fun and creative ways to jump start business in this economy.

Hope to hear from you soon, and be kind to your tile!

Kurt Anderson
BonTon Designs LLC
www.bontondesigns.com
612.201.0563