InterfaceFLOR, a division of the US based Interface Inc. is a world leader in manufacture of modular commercial flooring. Globally, InterfaceFLOR is widely recognized as a pioneer in sustainable manufacturing and business practices and has won numerous design and innovation awards for its market leading modular floor covering products. After marketing their products for a few years in India, InterfaceFLOR established an Indian subsidiary to expand its business in India.

Pressman’s challenge was to build national awareness for the brand, especially among its target customers as well as architects and interior designers, thereby supporting business growth while communicating the company’s strong commitment to sustainability.

Pressman targeted the top tier national and business publications along with the architecture and design media with a string of press releases relating to product innovation and new product launches. As the awareness for the company’s products increased, Pressman increased the scope to include major national dailies.

Straight forward ‘new product range’ press releases were turned into exciting photo features for architecture media with brilliant images. The mainline and business media were targeted with stories specifically tailored for them.

A press office function was established to attend to media queries and provide them with images as per their specifications. Other media relations activities included one-on-one interviews with the Country Head and senior spokespeople and press meets. The media relations programme was supported by participation in Architecture and Design exhibitions, new product launch events and various activities targeting the architects and designers.

InterfaceFLOR received extensive media coverage in both mainline and industry and trade media. Several bylined features in popular design magazines served to enhance the awareness for the company’s new products and its business philosophy.

The campaign has admirably supported the company’s marketing efforts. Sales have grown at a compounded annual growth rate of over 20% even though the company’s products are at the top end of the price band in a highly competitive market place. The achievement is even more significant considering the fact that InterfaceFLOR’s advertising spend was nil.