The founders of IFDA have years of experience in their own retail floor covering businesses and have hands on experience performing creative advertising and strategic marketing functions for the largest floor covering retailer in the United States. The following information has been compiled based on the results of thousands of promotions conducted by hundreds of floor covering retailers across the country. At IFDA our philosophy is simple, 'we believe that every penny that you spend on advertising and marketing should be spent to motivate potential buyers to visit your store.'

Retail advertising for any industry, not just the floor covering industry, is based on one thing, an offer. It is a fact that the number one motive to motivate someone to come into your store is the offer. It has to be a large enough offer to get someone's attention; there has to be a reason for the sale and it must be limited to a specific time period. Today, no interest/ no payments financing offers are essential for your advertising to be successful, now more than ever consumers look for and use financing when shopping for merchandise. Not only are you competing against other floor covering retailers but retailers in other industries for discretionary income dollars! IFDA recommends that you utilize all of the above promotional elements in your advertising and marketing.

We believe that every dollar spent should be spent on driving customers through your door. It is for this reason we do not recommend image type advertising unless it is used in conjunction with a promotional offer. Your image promotes the elements that help you close sales once a customer is in your store. For example, a large selection of colors and styles, your reputation, your warranties and guarantees and trained professional sales associates.

The main effect of image advertising is building your store name awareness in your market, which is very important. However, you can build your 'top of mind' awareness with promotional advertising and at the same time drive customers into your store, resulting in immediate rewards.

The average floor covering customer generally shops three floor covering stores. Our primary goal is to convince them to shop your store first, resulting in more sales. Thus our recommendation is for consistent advertising which will build customer awareness in your market and incorporate a promotional offer in your message.