 When FLOR first launched in 2003, we wanted to take a unique approach to getting the word out. So, to introduce our design-oriented carpet tiles for the home to the world, we relied on buzz marketing as the primary strategy to achieve that goal. I had always been a big believer in the value of PR but was even more convinced this was the right decision after reading the book The Tipping Point - How Little Things Can Make A Big Difference, by Malcom Gladwell. Tell a story about something that is right for the times and tell it to the right people and it will find its way to the masses. So people always ask, did it work? My answer is yes, most definitely; but it wasn't as easy as we thought it would be. When we launched FLOR, the plan was to introduce our area rugs and modular carpet tiles to the people who could influence trends and fashion in interior design and home decorating. We believed our modular carpet tiles were right for the times and would appeal to those comfortable being the first to try something new. Once they saw how compelling, positive and unique our product was we hoped that these first customers would want to tell others about it and the buzz would begin. What was unexpected was the effort required to find the right group and keep the buzz going. Our early beliefs were that we would start the buzz and it would pretty much continue to grow by itself, or with minimum maintenance. That isn't how it happens. People won't necessarily beat a path to your door just because you have a great product. Buzz marketing is not unlike other campaigns. It takes time, effort and investment and a well thought-out strategy. But most importantly, it takes an authentic and outstanding product (thank goodness we started with that!). Another integral part of our business model is knowing your customer. It is critical to what we do. Each year, we conduct customer surveys as a proof-point to see if we really are providing the experience we envisioned and promised. Our results have been positive - and very informative. We believe we're on the right course but ultimately the consumer will tell us whether or not we've got it right. We owe a lot to our customer input and we're always looking for more. If any FLOR readers would like to provide feedback, we're all ears! | 
