IDM supported Gerflor with US market introduction. Gerflor is the third largest manufacturer of sheet vinyl flooring in the world, but they had relatively low brand awareness in the US. Gerflor looked to our team to help establish their long-standing, international Gerflor brand in the US market and drive sales by connecting their strategy with effective marketing tactics.
To help insert Gerflor in the minds of designers, IDM created a new Gerflor USA story which helped solidify strategic brand positioning that differentiated Gerflor from their direct competitors.
In just under six weeks, we designed and produced three architectural binders targeting the healthcare and sports industries: Mipolam Medical, Taraflex, and Recreation. That is less than a third of the time it typically takes to produce a single binder. With each collection our team designed and produced product binders that included new visuals of US installations, as well as enhanced key messages that better highlighted the features, benefits and differentiators of Gerflor floors. Each flooring collection’s key messaging was focused on top priorities of designers in the industry. Mipolam Medical, for example, focused on sustainability, germ resistance, and cleanliness. Taraflex, on the other hand, focused on supreme athletic performance, branded colors, and athlete safety.
Sales Incentive Program
To successfully motivate independent sales representatives to recommend Gerflor over competitors’ floors, IDM developed a strategic sales incentive program called “Road to Rio” for external sales agents to drive sales goals. The program included brochures to provide participants an overview of the sales incentives, contest rules and more; tickets that mimicked airline tickets were given to all participants at a kick-off meeting with the objective of creating excitement and igniting the idea that they could earn an actual flight to Rio; and email blasts announced the winners and progress of the contest. After introducing “Road to Rio” during their annual sales meeting, the Gerflor team saw increased energy, engagement and interaction from their sales agents. Since the repositioning sales have been stronger than ever.