Floor Coverings International
Driving Record-Breaking Leads Through a High-Energy Fall Promotion
Winter typically slows the home improvement sector, and in 2024 post-COVID softening, increased travel, and rising interest rates deepened the slowdown. Floor Coverings International responded with 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
KPIs Measured
- ›Prospects
- ›Appointments booked
- ›Proposals written
- ›Close rate
- ›Website traffic
Campaign Plan
The objective was to drive high-quality leads 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.
The creative concept, FLOORfest, was built to be simple, sticky, and fun to say, so franchise owners could use it in local marketing while tying back to the brand's Meaningful Connections ethos.
Results
- ›Site traffic increased 110% year-over-year
- ›Engagement ran 41% higher than the evergreen campaign
- ›The promo page ranked #2 for conversions
- ›Click-through rate reached 3.12%
- ›3.3% of confirmed appointments were entered via the fall promo page
Key Takeaway
Through bold creative, urgency-driven messaging, and irresistible offers, FLOORfest generated exceptional lead volume and energized customers to start their flooring projects now.
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