Floor Coverings International Taps Local Guru To Be Chief Marketing Officer
February 20, 2018 // Franchising.com // Norcross, Georgia - Marrying technology and marketing may not seem like a new idea but some people just do it better than others. This is how Mark Montini, a resident of Buford, Georgia built one of the hottest marketing technology companies in the region. In 2011 Montini founded M2M Strategies, to be rebranded in 2016 as Promio. His vision was to integrate marketing and technology in a way that opened the door for small businesses with smaller marketing budgets to effectively utilize digital marketing. The secret was the technology’s ability to show customers exactly how much money a keyword, zip code, or ad was (or wasn’t) making.
At the same time another large, local and innovative company, Norcross based Floor Coverings International was reinventing its own wheel. Literally.
In 2004 Toronto based First Service Brands, (NASDAQ:FSV) a large player in the home services industry, bought Floor Coverings International and immediately placed Tom Wood in the top position to capitalize on the cleverness of the original concept, a mobile flooring showroom that comes right to the customers’ doors with more than 3000 samples of traditional and new flooring materials.
Wood, already something of a turn-around expert in franchise development, had a great track record helping to build CertaPro Painters, a sister company to Floor Coverings International.
“We had to get some of the franchisees “back on board” said Wood, of his first experience among the franchisees in the company. “It was at their convention in 2004 and it was clear they needed strong leadership and marketing help.”
Wood spent the first whole year and then some traveling around to visit each franchisee in each market to gain confidence that they were now under strong direction and committed leadership.
Among many of Wood’s initiatives was bringing aboard a world class marketing firm. “There tends to be the same players in the world of franchising and many good ones, but I needed a new approach; someone who came to the franchise model with new eyes and a new perspective.”
Enter Mark Montini and Promio to help them develop and relaunch their entire marketing strategy. The results speak for themselves. Lead flow increased by 103% and revenue increased by 78%. When Montini got an offer on his company he decided to jump on it. Not long after Wood approached him leading the marketing for Floor Coverings International internally and as a whole. Montini is now a CFE.
“Tom and I are both industry disruptors,” said Montini, “what he, his team, and the franchise owners have done to drive positive change in the flooring industry is amazing. The best part is, they’re just getting started. Tom’s vision is incredible and made it easy for me to say ‘yes’ when he offered this opportunity.”
About Floor Coverings International
Floor Coverings International is the #1 Mobile Flooring Franchise. The flooring industry is very stable although fragmented, allowing franchisees to quickly build market share utilizing the unique in-home experience and mobile flooring showroom. Floor Coverings International has 142 locations throughout the U.S. and Canada with plenty of opportunity for continued expansion. For franchise information, please visit www.flooring-franchise.com and to find your closest location, www.floorcoveringsinternational.com.
SOURCE Floor Coverings International
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