Armstrong Group - Flooring Division

This is a case study by CMG members 'Results Global'.

Company Overview

Armstrong is a global leader in the design and manufacture of floors, ceilings and cabinets and Results works specifically with the flooring business in the UK.

Relevant Target Areas

Architects, Interior Design Companies, Main Contractors, Retail

Our Remit

Results has enjoyed a strong relationship with Armstrong Group Flooring Division since October 2005 and continues to provide multiple services designed to meet the seasonal and individual needs of each area of the business. Following the completion of a successful 40 day pilot scheme Results has gone on to deliver numerous projects for Armstrong Group Flooring Division as detailed below:

In October 2005 Results delivered a pilot scheme on behalf of Armstrong Group designed to identify projects and set well qualified meetings with key decision makers within the specification community. The pilot duration was 40 days and our target was to set 40 meetings that met a pre agreed criteria, upon completion of the pilot we had exceeded this target by some margin and this ensured a solid foundation was in place to take the relationship forward.

Since January 2006 we have worked with Armstrong Group in the support of their London specification sales team. Our role is to identify decision makers working within the commercial office sector with a view to setting a combination of CPD's, product workshops, introductory and project specific meetings. We work closely with the team at Armstrong to ensure that the nature of the meetings we set on their behalf are aligned to the level of resource availability within the business at any given time.

In June 2006 Results delivered a retail centred project on behalf of Armstrong. The project was designed to identify live refurbishment and new build opportunities to fall in line with what is traditionally a seasonal decision making process. Recent feedback from Armstrong has confirmed that this project has delivered in excess of £500,000 worth of incremental new business and that this is still increasing. This project was delivered for a total cost of £7,500 and is still delivering new business 12 months later.

Following the success of the retail campaign in 2006 a similar project was delivered over a 16-week period from July 2007 and this has been a resounding success to the point that a 3-month is expected in order to realise the full potential of this activity.

Also in July 2007 Armstrong has commissioned an on-going project designed to target the general specification community throughout the UK. This project is largely centred on the architectural community however unlike the project in London our efforts are being realised throughout England & Scotland.

Results is currently working with Armstrong Group to design a programme of activity for 2008 that will see Results support the on-going development of Armstrong’s business throughout multiple areas of the industry.

Target Sector & Samples of Opportunities Created:

Architects
Building Design Partnerships, Aukett Fitzroy Robinson, Make Architects, RMJM, HOK International, Foster & Partners, Devereux & Partners, Austin Smith Lord, Benoy Ltd, Capita Percy Thomas, Scott Brownrigg, MCM Architecture, 20/20 Liverpool, Beaumont & Cowling Architects
Main Contractors
ROK, Miller Construction, Interserve, Bluestone PLC
Retail
House of Fraser, John Lewis PLC, ASDA Group PLC, JD Sports, BMW, Matalan, Ford Motor Group, Pizza Hut, JJB Sports, Cineworld, IKEA, Debenhams Retail PLC, Vodaphone Ltd, Costa Coffee, B&Q PLC, Comet Group, Focus DIY, Somerfield Supermarkets, Iceland Foods, Saint Gobain Group, Land of Leather

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