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Manufacturers in the flooring industry understand that social media is a prevalent part of today’s culture — even more so at The International Surface Event (TISE), when thousands of flooring professionals will touch down in Las Vegas for the 2018 show.
This year, manufacturers and distributors are making sure that dealers — including those who can’t physically be at the show — are getting all the information they need. Retailers should look out for live Facebook and Instagram videos, virtual booth tours and more to stay totally up-to-date on TISE happenings.
“Ideally, we will cover the show floor and give a comprehensive look into our booth and give a glimpse into some of the cool things going on at the show,” revealed MSI’s media manager Brittani Watkins.
While there will certainly be a lot going on once the show beings, social campaigns are starting up well before Jan. 30.
“We’re using social media to build excitement leading up to the show, and to enhance the overall experience for show attendees,” revealed Emil Mellow, director of public relations, Karndean.
Sarah Tuck, director of inbound marketing, Mohawk, explained that prior to the show, Mohawk and its family of brands will focus on creating excitement and previewing activities. “We’ll be using a variety of digital channels, including social media, to tease the brand and product stories our retailers will experience at Surfaces,” she revealed
Once the show starts, manufacturers plan on using live videos so dealers who aren’t in Las Vegas — or those who are, but have a full to-do list — can stay updated in real time. Many manufacturers, such as Crossville and Mohawk, plan to up their live social presence this year.
“We will be taking advantage of Facebook and Instagram’s live sharing options to amplify the Surfaces experience in real time,” revealed Mohawk’s Tuck, adding that the company will be introducing its partnership with an influencer and mom, who plans to share her personal experience with Air.o.
“On the first day of the show, she will be meeting with retailers in the Mohawk area to answer questions about her recent Air.o installation. For those retailers who aren’t attending the show, we will also be sharing her experience via Facebook Live,” said Tuck.
Irene Williams, principal of Crossville’s PR and social media management firm, revealed that Crossville will have two nationally renowned interior designers — Kerrie Kelly and Christopher Kennedy — joining them at the show for a panel discussion.
“Both Kelly and Kennedy are truly powerhouses in the world of design and will offer great insights on topics relevant to the industry,” Williams explained. “Their discussion will air live, and we'll also provide the content across all our social channels (including our blog) after the show is done.”
Retailers are encouraged to swing by booths to participate and engage, whether it’s on a digital level or person-to-person.
“At the end of the day, Mohawk’s main priority at the show is to spend time with our retailers discussing programs like Omnify, which will provide them with the digital tools, resources and content needed to be successful in social media locally,” Mohawk’s Tuck said.
Other exhibitors have said they will be using Facebook, Instagram, Twitter and LinkedIn during the show.
Karndean’s Mellow, explained that manufacturers can use social media to help dealers stay “top-of-mind” with timely show updates and reminders. “It also allows us to make our followers feel like they’re a part of the show as well,” he added.
Make sure to tune into FCW1.com every day for fresh content right from the show floor. Look for us on Facebook, Instagram and Twitter as well. From trends to be on the lookout for to where to go off the show floor, let Floor Covering Weekly be your guide to the show!