Hello and welcome to the sixth edition of our monthly newsletter: The Broadlume Dealer Digest!

This month, we’re bringing you tons of exciting information: important shake-ups to Google Ads, industry-altering events, and some extremely eye-opening research into the importance of your online presence. 

There’s no time to waste, so let’s dive in! 

In Today’s Edition:

  • Google Ads is Changing (Again). Is Your Business Ready?
  • How Important is a Good Website for Your Flooring Store? Way More Important Than You Might Think.
  • What Questions Do You Want to Ask Consumers?
  • FloorCon 2021 Will Change the Way You Sell Flooring. Here’s Why.
  • The Container Ship Backup Continues. When Will it End?
  • Why the Oct. 4th Facebook Outage Should Be a Wake-Up Call for Your Business
  • Industry Events and Announcements

For as long as the Google Ads platform has been around, new, exciting, and almost always confusing updates have been there to frustrate advertisers.

Google’s most recent update is no different. This month, big changes are afoot in the way that advertisers can track and forecast their ad spend.

As part of a broader effort to democratize the use of the company’s Ads platform (or, in other words, make it easier for people to spend their $$ on it), Google is launching a new budget reporting feature. 

In theory, this should make it easier for users to visualize their ad budgets. In practice… well, it remains to be seen.

As a flooring dealer, here’s what you need to know: while this change might make budgeting easier in the long term, unless you have an expert running your ad campaigns, you may see a hiccup in your leads and/or customer acquisition cost until the dust clears and people get used to the new setup.

Which, as always, brings us to this logical conclusion: if you want to get ahead in the world of Google Ads, you’d better have someone who really knows this stuff inside and out. 

Google is only going to continue breaking down data into finer, tinier details, and staying on top of the platform already takes some serious insider knowledge. 

So: do you use Google Ads? And if so, do you have someone who really knows what they’re doing setting up your ad campaigns? If not, it’s high time to get on top of that. Sign up for FloorForce today and make Google Ads work for you.

How Important is a Good Website for Your Flooring Store? Way More Important Than You Might Think.

Last month, we discovered something astounding: that 61% of floor buyers only expect to visit a flooring store between 0 and 2 times before making a purchase

So we know that the way customers buy floors is changing, and that a strong online presence is more important than ever. But just how important are we talking, here? 

That’s why this month, we asked over 1,000 floor buyers another question: how important is it for a flooring store to have a good website? 

Their answers are going to blow you away. 

Why? A whopping 66% of respondents answered that it’s very important for a flooring store to have a good website. That’s 2 out of every 3 customers.

Even more astonishing—Over 83% of floor buyers (836 out of 1,004) stated that it’s at least somewhat important for a flooring store to have a good website.

Survey Results: How Important is it That A Flooring Store Have a Good Website?

Translation: if you’re not putting your best foot forward with your store’s website, you’re leaving money on the table—plain and simple. This is something that customers clearly care a lot about, regardless of whether you do most of your business in a brick-and-mortar store.

So: does your flooring store have a great website? What about a good website? How about an okay-but-it-probably-needs-an-update website? 

If this answer is anything other than “my store has a fantastic website”, the buyers have spoken—and 2/3 of them will likely be shopping elsewhere.

Don’t have the time or knowledge to put together a fabulous website? Sign up for FloorForce. Building amazing websites is literally what FloorForce does (along with so much more). We’re not trying to do an ad spot here, but the data speaks for itself.

What Questions Do You Want to Ask Consumers?

As you know, we have the power to survey thousands of consumers during their floor buying journeys. And since we’re here to help you, we want to know: what questions do you want to ask? 

Email us with any questions you have for consumers at newsletter@broadlume.com. We’ll create a 1,000-person survey and share the results in a future newsletter! 

FloorCon 2021 Will Change the Way You Sell Flooring. Here’s Why.

Last year, FloorCon brought our industry the first-ever event tailored specifically for independent flooring dealers: educating them on today’s digital buying landscape and empowering them to sell more floors with new tools and technology.

This year, we’re thrilled to announce that FloorCon is coming back—but this time, in person!

Taking place November 17–18 in Sarasota, Florida, FloorCon 2021 promises to be way more than just a trade show—it’s going to be a celebration of the flooring industry as a whole.

More importantly, though, FloorCon 2021 is going to change the way you sell flooring and give you everything you need to future-proof your flooring store. Here’s how. 

  1. You’ll learn everything there is to know about the modern consumer journey. With access to mountains of cutting-edge research and industry-leading digital solutions, FloorCon attendees will learn everything there is to know about the way people are buying floors in 2021—and use that knowledge to supercharge their businesses.
  2. You’ll experience the flooring industry’s first all-in-one digital platform. With the acquisition of Retail Lead Management (RLM)—the flooring industry’s #1 CRM—Broadlume has been given the opportunity to create the first all-in-one platform for flooring dealers. At FloorCon, you’ll be the first to experience its power—and learn how it can take your business to the next level. 
  3. You’ll network with the best in the business. With industry titans like Jason Goldberg, manufacturers like Mohawk and The Dixie Group, and top flooring dealers like you all under one roof, this networking opportunity will be unlike anything you’ve ever experienced. Hands-on training from industry leaders in flooring and technology worlds? Yes please.

Still on the fence? Here are even more reasons you need to attend FloorCon this November. 

Tickets for FloorCon 2021 are going fast, so don’t miss out—be sure to reserve yours today at floorcon2021.com

The Container Ship Backup Continues. When Will it End?

“Supply chain” is one of those terms where, as soon as you hear it, you just know bad news is going to follow. Seriously—when has there ever been good news about the supply chain?

Well, the ships start coming and they don’t stop coming. Specifically, they don’t stop coming to the West Coast.

While certain reports claiming that there are over 1,000 ships waiting to dock off the L.A. coast have been proven false, the number of ships unable to dock because of the backup is still about 60 times the normal amount. 

Supposedly, the situation is expected to even out in 3 to 4 months once more containers from Asia become available. Which, of course, means we can expect more price hikes for raw goods, more increases from manufacturers… you get the picture.

Look, we could drone on and on about how raw material price increases are affecting flooring dealers (and we have). But we want to know—how is your store dealing with these price hikes and supply shortages? 

Have you raised prices to offset increased costs? Have you stopped working with certain manufacturers? Let us know by responding to this newsletter, or email us at newsletter@broadlume.com with your answer.

Why the Oct. 4th Facebook Outage Should be a Wake-Up Call for Your Business

In case you haven’t heard, Facebook (and some of the company’s other platforms, including Instagram and WhatsApp) mysteriously went down for about 6 hours last week. 

Sure, it caused all of us to miss out on our social media fix (and apparently cost Mark Zuckerberg about $7 billion). 

But more importantly, it’s serving as a wake-up call for small businesses everywhere. As a flooring dealer, here’s why you should care.

Facebook went down from about 11:30 AM to 5:30 PM EST on Monday, October 4th. The reason hasn’t been confirmed, but (in true Facebook fashion) there are rumors and speculations galore. 

Some outlets have suggested that it was a malicious hack; others have labeled it a simple server malfunction; a few have even speculated that it was an inside job to take attention away from a scathing 60 minutes interview that aired the day before.

But as fun as it is to speculate, this outage is much more than conspiracy fuel: it’s a cautionary tale for small businesses, including flooring dealers.

Why? Over the past year, Facebook’s share of the digital advertising market has grown to about 25%. Or, to put it another way, a quarter of the internet’s ads are now shown exclusively on Facebook.

And yes—these are the ads that are driving customers to your business.

If an event like this were to happen again, could you afford to lose 25% of your web traffic? If the answer is yes, then we would seriously like to know what’s in your secret sauce.

But if the answer is no, then Facebook’s sudden outage likely caused a bit of a scare. 

Translation: having someone who knows digital ads inside and out is crucial in today’s landscape. Being able to respond quickly and adapt to an ever-changing environment will give you a leg up on the competition. 

Because if (or when) this sort of thing happens again, it might not be fixed quite as easily. And the money you’ve put into Facebook Ads might need to be diverted—and fast.

So: do you have marketing specialists running your Facebook Ads? If not, or if you need some additional help with your ad strategy, it might be time to work with FloorForce

Industry Events and Announcements

We might be moving towards the “slow season” (as if there’s ever really a slow season in flooring), but our events calendar is far from empty. Here’s what’s coming up in the flooring world.

The North American Floor Covering Distributor (NAFCD) 2021 Distributor Convention will be kicking off in Dallas, Texas November 2–4. With the North American Building Material Distribution Association (NBMDA) as a presenting partner, this convention promises to get the industry’s top building material distributors and suppliers together for one heck of an event. 

If you’ve got the late-October blues, we recommend making the trip to Dallas, grabbing some killer barbecue, and taking it all in.

The ICFF (International Contemporary Furniture Fair) + WantedDesign Manhattan events are slated to return together, November 14–15, in (where else) New York City! For the first time, these two events are being presented as one in an effort to give attendees a real opportunity to connect across industries. 

But ICFF and WantedDesign Manhattan won’t just highlight fine floor coverings—they’ll also also show off creative trends, design-driven furniture, lighting, wallcoverings… basically anything to do with home building and design. 

So: head to the Big Apple this November and throw out your best “I’m walkin here!” on our behalf. It’s sure to be a great show.

Last, and certainly not least—FloorCon 2021 is coming up on November 17–18 in Sarasota, Florida!

Promising to be a true celebration of the flooring industry, FloorCon is one event you won’t want to miss. Attendees will have access to interactive training programs, networking opportunities, exclusive announcements, and a heck of a lot more—all while soaking up the sun in lovely Sarasota. 

For tickets and info, visit https://www.floorcon2021.com/. Can’t wait to see you there!

See You in November!

And that’s that—thanks for reading the sixth monthly edition of the Broadlume Dealer Digest. We hope you enjoyed it!

As always, we’d love to hear your feedback on anything you liked, didn’t like, or want to see in the future. Email us to let us know your thoughts at newsletter@broadlume.com.

Either way, good luck selling floors and we’ll chat next month! 

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Author

Associate Copywriter at FloorForce (and its parent company, Broadlume), Bo is an avid traveler, former English teacher, and all-around extrovert. When he’s not writing, you'll usually find him wherever a soccer game is on, or listening to deep-dives on the latest Marvel Studios production.

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