Driving Record-Breaking Leads
Through a High-Energy Fall Promotion
Floor Coverings International transformed their fall campaign into a high-impact, limited-time event with FLOORfest—paving the way for an annual tradition.
data-Driven Results
+41%
Higher Engagement Than Evergreen Campaign
#2
Landing Page Ranking for Conversions
3.12%
Click Through Rate
+110%
Increase in Site
Traffic YoY
3.3%
Appointments Confirmed Entered Via The Fall Promo Page
Driving urgency, generating leads, and helping franchise owners maximize year-end revenue
Winter often slows the home improvement industry, and in 2024, post-COVID softening, increased travel, and rising interest rates made the slowdown even more pronounced.
To combat this, Floor Coverings International® launched FLOORfest, a national fall promotion offering 10% off and/or 0% financing to drive urgency, generate leads, and help franchise owners maximize year-end revenue.
Goals & Objectives
Primary:
- Increase prospects, appointments booked, and proposals written
Secondary:
- Improve close rates and grow average job size
Primary KPIs
Measured lifts YoY and vs. 2024 average for:
- Prospects
- Appointments booked
- Proposals written
- Close rate
- Website traffic
Campaign Plan
The campaign leveraged the brand’s newly launched corporate website to amplify reach and conversion potential.
Objective
Drive high-quality leads and conversions through a seasonal, urgency-driven promotion that positions Floor Coverings International as the go-to brand for homeowners ready to start their flooring projects now.
Creative Concept: FLOORfest
FLOORfest is simple, sticky, and fun to say. It creates a memorable hook that franchise owners can use in local marketing while tying back to the brand’s “Meaningful Connections” ethos. The lighthearted festival theme creates seasonal urgency while staying flexible for various digital and print applications.
Key Takeaway
Through bold creative, urgency-driven messaging, and irresistible offers, the promotion generated exceptional lead volume and energized customers to start their flooring projects now. The result was a season of strong conversions and measurable ROI that set a new benchmark for seasonal marketing success.