Until December 16, StonExpo/Marmomacc Americas is offering complimentary conference registration with exhibits registration. For just $15, attendees gain access to the show floor and the entire education program. Additionally, with the co-location of SURFACES and StonExpo, the total number of available sessions is 75.
The 2011 General Session, "Between a Rock and a Hard Place: Overcoming Adversity," will take place on January 25th from 8:30 a.m. to 10:00 a.m. The keynote speaker will be Aron Ralston, who spent 127 hours trapped by an 800-pound boulder while out hiking in a canyon. His experience inspired Danny Boyle, Academy Award-winning director of Slumdog Millionaire, to retell this story in the film 127 Hours, starring James Franco. Ralston will recount his tale and share his message of perseverance, determination, courage and goal-attaining.
With regard to classroom education, the event will offer a total of 51 AIA-approved courses created with StonExpo attendees in mind. An attendee may earn up to 14 AIA LUs by registering for and attending educational courses at StonExpo.
MO01S
Understanding and Ending Moisture-Related Flooring Problems
Monday, January 24, 2011 -- 9:00am - 12:00 p.m.
Track: Flooring Installation
Speaker(s): Peter Craig, Concrete Constructives
Learn everything you need to know to understand and avoid moisture-related flooring problems either before or after they occur. We'll cover where problematic moisture originates, how moisture and related problems can adversely affect floor covering materials, how to conduct reliable tests and more!
• Understand the root causes of flooring problems
• Learn how to properly test a concrete subfloor
• Learn how to correct a moisture problem
MO02S
Big Box Retailers: Use Their Strategies to Beat Them at Their Own Game!
Monday, January 24, 2011 -- 9:00am - 12:00 p.m.
Track: Business
Speaker(s): James Dion, DionCo
In this program, you will learn what you need to know about Big Box retailers, how they are structured, how they make money, their strategies for attracting customers and how they attract and keep staff. It is important to "know the enemy" and in this session you will learn how these stores operate and how you can successfully compete against them.
• Understand how they go to market and what messaging they are doing with consumers
• Learn how to respond to "I can get it at _________ for ten dollars cheaper!"
• Learn how to teach your customer why it is smarter to buy from you
MO03T
Are You Cheating Yourself? A Review of Cost vs. Price
Monday, January 24, 2011 -- 9:00am - 12:00 p.m.
Track: Business
Speaker(s): Duane Naquin, Stone Interiors
• Gain a better understanding of the costs associated with operating your shop
• Learn how to determine your actual cost for raw material, labor, transportation, travel time, etc.
• Understand how to determine the price for service, installation, etc.
MO04T
Developing a Cure for Those Nasty Fabrication and Installation Headaches
Monday, January 24, 2011 -- 9:00am - 12:00 p.m.
Track: Stone Fabrication/Installation
Speaker(s): Ronald Hannah, Cadenza Granite and Marble, and Keith Graves, Marva Marble and Granite
Bring your installation and fabrication issues, hands-on or automated, and we'll tackle them as a group. Arrive with questions and challenges, leave with solutions
• Discuss ways for dealing with typical fabrication problems such as uneven seams, fissures, chips and more
• Determine the best ways to address color issues such as a mismatch at the seam or between the edge and top
• Learn how to beef up insufficient support so it is able to bear the weight of the installed top
MO05S
How to Steer Clear of Merchandising Mistakes
Monday, January 24, 2011 -- 10:30am - 12:00 p.m.
Track: Marketing
Speaker(s): Christopher Ramey, Affluent Insights
Review the most prevelant merchandising displays from the industry's largest suppliers and determine whether they're beneficial or detrimental to your success.
• Discover how to avoid merchandising mistakes that most small businesses make
• Discover new ways to look at displays to discern if they're right for your store
• Learn how not to be manipulated by your suppliers so that your store is unique and differentiated
• Learn to immediately impress your prospects by merchandising your floor like the most successful retailers in order to maximize your profits
MO06A
A-Z Blue Print to Convert Your Prospects to Buyers Before They Even Meet You!
Monday, January 24, 2011 -- 10:30am - 12:00 p.m.
Track: Sales
Speaker(s): James Nuzzo, The Stone Professor
If you're "selling" your prospects, you're leaving a lot of cash on the table. Learn the A-Z blue print to attract willing buyers with open wallets - cash in hand!
• Discover what business you're really in
• Learn the difference between "selling" prospects and "buying customers"
• Learn how to put a "golden fence" around your herd – your customers!
MO07A
Managing Finances and Planning for Profit
Monday, January 24, 2011 -- 10:30am - 12:00 p.m.
Track: Business
Speaker(s): Owen Kingman, Kingman & Associates Inc. and Scott Lardner, Rocky Mountain Stone
Review the basics of financial management including how to read an income statement and how to budget accurately.
• Understand what key performance indicators need to be reviewed
• Learn how to create break-even and return on investment analyses
• Explore the numbers behind production and show ways to make money through production efficiencies
MO08A
Branding Your Business Locally
Monday, January 24, 2011 -- 10:30am - 12:00 p.m.
Track: Marketing
Speaker(s): Martin Gould, Focalize Consulting
Every local business can build itself into a trusted brand. It's not just logos and slogans. Learn the secrets top companies use to build their brand identity and how to adapt those ideas to your local market.
• Understand the difference between advertising and marketing and how companies confuse the two
• Find out why building brand online is a myth
• Learn how to create a brand identity that fits with your company's culture and values
MO09S
Important Changes to Tile Methods in the 2011 TCNA Handbook
Monday, January 24, 2011 -- 1:00 p.m. - 4:00 p.m.
Track: Flooring Installation
Moderator: Eric Astrachan, Tile Council of
Panelists: Neil McMurdie, MAPEI Corporation; Chuck Muehlbauer, Marble Institute of America; Stephanie Samulski, Tile Council North America; and James Woelfel, Artcraft GMT
This panel discussion will highlight specification changes and materials classifications changes as outlined in the 2011 TCNA handbook. Updates to classification methods in the new handbook will help contractors make bids based on product performance that is specific to each project. These important revisions have been made due to advances in construction methods and new technologies.
• Get first-hand information about revisions to the 2011 handbook
• Learn details about the changes contractors will need to incorporate into their daily operations
• Get an overview on how American specifications are being affected by the globalization of the construction industry
MO10A
Basics of Competitive Marketing
Monday, January 24, 2011 -- 1:00 p.m. - 4:00 p.m.
Track: Marketing
Speaker(s):
This interactive workshop will cover three key areas every retailer should embrace: (1) Advertising/Branding; (2) Training & Operations and (3) Website/Social Media. You'll leave with real solutions to real issues for making your marketing efforts and dollars work harder in today's economy.
• Understand how to market effectively
• Learn how to connect with customers using the most effective tools available
• Apply these learnings to your business
MO11T
Interior Residential Waterproofing
Monday, January 24, 2011 -- 1:00 p.m. - 4:00 p.m.
Track: Stone Fabrication/Installation
Speaker(s): Greg Mowat, Forensic Tile Consultants and Don Halvorson, Forensic Tile Consultants
This session will cover how to waterproof properly, using different applications and techniques.
• Discuss industry standards and code requirements
• Examine the basic principles of proper shower construction
• Take a closer look at moisture protection for concrete slabs – both on grade and above grade
• Learn individual stone characteristics
• Gain a better understanding of water physics/capillary action through live demonstrations
MO12C
What You Need to Know About Concrete Countertops: Past, Present, Future
Monday, January 24, 2011 -- 1:00 p.m. - 4:00 p.m.
Track: Concrete
Speaker(s): Jeffrey Girard, P.E., The Concrete Countertop Institute
• Learn the history of concrete countertops and how the past challenges have been overcome
• Understand essential technical aspects of the material, such as mix design, reinforcement and sealers that will ensure your concrete countertops are durable and trouble-free
• Get excited about the future of concrete countertops, with the latest technologies such as GFRC and environmentally friendly materials, plus a sneak peek at the endless design possibilities
MO13A
Preparing for the Future - The Customer Today and Tomorrow
Monday, January 24, 2011 -- 1:00 p.m. - 2:30 p.m.
Track: Sales
Speaker(s): James Dion, DionCo
Buckle your seatbelts for this session. You will be taken on a whirlwind journey through the mind of the most important person in the world – your customer! You will learn how they have changed over the past few years and more importantly how they will continue to make even more difficult demands on your business.
• Learn what has changed in their buying habits and how that will impact your business
• Understand the new way to communicate with this changing customer, why newspaper and traditional methods of communication do not work any more
• Learn what resonates with this customer, learn how to communicate in a way that will break through all the clutter
MO14S
Selling Design in a Changing Economy
Monday, January 24, 2011 -- 1:00 p.m. - 2:30 p.m.
Track: Building Design & Trends
Speaker(s): Glen Boudreaux, Glen Boudreaux & Associates
Get ready for a paradigm shift! In this ever-changing economy, design professionals are finding out that it is not only important to design a quality space but a smart business as well.
• Learn who the new "Elite" luxury clients are and how to reach them
• Explore the habits of these new elite luxury clients and what changes are needed to get and keep them as clients
• Look at new approaches to establish more credibility, grow your business, increase your bottom line and prepare to be prosperous for the times ahead
MO15A
Managing and Motivating Your Sales Force
Monday, January 24, 2011 -- 1:00 p.m. - 2:30 p.m.
Track: Business
Speaker(s): Jennifer Shirkani, Penumbra Group Inc
Exceptional performance is the perfect alignment of skills, rewards, feedback, management style, measurement and culture. Keeping your sales force engaged today requires organizations to stay in tune with what is most important to them, finding ways to creatively match performance measures with their motivation factors.
• Learn how to identify the key factors critical to employee engagement and the ways to uncover what really motivates your sales force
• Discover guidelines to effectively deliver performance expectations
• Understand how to give feedback in a way that is well received and contributes to performance improvement
MO16T
Creating a Foolproof Templating Protocol
Monday, January 24, 2011 -- 1:00 p.m. - 2:30 p.m.
Track: Stone Fabrication/Installation
Speaker(s): Ronald Hannah, Cadenza Granite & Marble, and Jason Nottestad, VT Stone Surfaces
This session will provide you with step-by-step templating procedures that, when applied, practically ensure that a project will go smoothly – from beginning to end.
• Discuss the basic types of templates and templating equipment
• Learn what information is needed and how it should be gathered
• Discover the necessary steps to achieving an accurate template every time
MO17S
Everything You've Always Wanted to Know About Commercial Flooring Business
Monday, January 24, 2011 -- 3:00 p.m. - 4:30 p.m.
Track: Business
Moderator: TBD
Panelists: Dave Stafford, Dave Stafford Associates; Jeanne Matson, Starnet Worldwide; and Alan Beswick, JW Floor Covering
This course will answer your questions about how to do commercial business. We'll discuss how to know whether you are ready for this business segment and mistakes to avoid. Emphasis will be placed on questions from audience.
MO18S
Lessons from Retail Leaders
Monday, January 24, 2011 -- 3:00 p.m. - 4:30 p.m.
Track: Sales
Speaker(s): Christopher Ramey, Affluent Insights
Review the world's strongest retail operations and discuss their strategies and tactics that can be implemented by floor covering retailers. Flooring retailers need to "think bigger!"
• Discover merchandising and marketing strategies that you can implement to grow your profit
• Review strategic pricing and merchandising tactics that are imperative for you to grow your business
• Recognize learning opportunities in the marketplace so you can elevate your business beyond traditional floor covering boundries
MO19A
Large Format Tile and Stone Installations: Similarities and Differences
Monday, January 24, 2011 -- 3:00 p.m. - 4:30 p.m.
Track: Flooring Installation
Speaker(s): Gerald Sloan, National Tile Contractors Association
This session will address the differences and similarities between natural stone tile installations and ceramic and porcelain tile installations through hands-on demonstrations. Session will cover both commercial and residential projects as well as walls and floors.
• Review the new natural stone tile supplement to the TCNA Handbook
• Discuss the advantages and challenges of installing large format tile and stone
• Learn tips and tricks to achieve a successful installation every time
MO20T
Thinking Inside the Rock - The Mineralogical Makeup of a Natural Stone
Monday, January 24, 2011 -- 3:00 p.m. - 4:30 p.m.
Track: Building Design & Trends
Speaker(s): Chuck Muehlbauer, Marble Institute of
Knowing composition and formation can help predict performance and aid in proper selection.
• Learn the basic mineralogical composition and formation of basic stone classifications
• Understand the typical testing regimens and quality controls within the industry
• Know how to use the above to make informed decisions regarding appropriate applications
GEN
Between a Rock and a Hard Place: Overcoming Adversity
Tuesday, January 25, 2011 -- 8:30am – 10:00am
Speaker(s): Aron Ralston
Though the economy seems to be gaining momentum, industry professionals are still determining how to meet goals and overcome obstacles in today's market. Draw inspiration from Aron Ralston, a mechanical engineer-turned-professional outdoorsman, as he recounts his story of defying all odds and flourishing in extreme circumstances.
In 2003, Ralston spent 127 hours trapped by an 800 pound boulder after his canyon hike went suddenly and terribly wrong. After realizing that he would not survive unless he took drastic action, Ralston self-amputated his crushed hand to free himself, rappelled down a 65-foot face, and then hiked seven miles out of the canyon before finally being rescued.
Ralston, author of the international best-seller Between a Rock and a Hard Place and inspiration for the film 127 Hours, will share his message of perseverance, determination, courage and goal-attaining.
TU01S
Environmental Laws that Impact Your Business
Tuesday, January 25, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Business
Speaker(s): Jim Gould, Floor Covering Institute LLC
Legislation around the world is changing to meet the demands of consumers, governments and environmental groups.
• Learn about the Lacey Act, FLEGT, Formaldehyde Emissions, Lead Abatement and other laws that will change products and processes used in your businesses today
• Explore trends and forecast expected changes in preparation for the future
TU02A
Marketing Your Business on a Beer Budget
Tuesday, January 25, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Marketing
Speaker(s): Sam Allman, Allman Consulting
Even in tough economic times when marketing budgets are meager, the key to building sales is very simply a strong marketing communications program. Studies clearly show that those who find ways to communicate to the market in lean times will have significantly higher sales during and after the economy recovers.
• Discover the three ways to grow a business
• Learn how to be "lean and mean" when it comes to your marketing communications
• Discover alternatives to the more expensive established advertising media
• Find out how to apply creative solutions to your marketing communications
• Learn how today's economy provides an unusual opportunity to differentiate yourself and stand out from the competition
TU03S
New Green Floor Covering Backings and Installation Technology
Tuesday, January 25, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Flooring Installation
Speaker(s): Lew Migliore, LGM and Associates Technical Flooring Services
Most of the new technology in flooring materials exists in the product backings and installation. With concerns for moisture issues, installation failures and socially responsible flooring products, whatever position you occupy in the industry you must know about the changes and paradigm shifts that are here now.
• Learn the newest technologies, techniques and trends in green floor covering backings and installation systems
• Get thorough information and see and touch the products themselves
• Learn how these new technologies will help you avoid problems that may require premature flooring replacement
TU04S
Flooring: Accent or Base?
Tuesday, January 25, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Building Design & Trends
Speaker(s): Nicole Sassaman, Nicole Sassaman
This session will address flooring's role in the interior design process. When should it act as the foundation of a design and when should it take a back seat to other elements?
• Learn how flooring can change the personality of a room
• Discover when and how to use flooring as the basis of your design project
• See examples of different floor covering types used in projects
TU05A
Social Media 101
Tuesday, January 25, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Marketing
Speaker(s): Christine Whittemore, Simple Marketing Now LLC
Consumers start the majority of their purchases – including stone and flooring products – at an Internet search window and they obtain feedback on whether to purchase a product or visit a business based on word of mouth perspectives from their social networks. Rather than ignore the online social networking trends taking place, savvy business owners and managers need to understand the range of online social tools available and decide how best to integrate them into their ongoing business activities to drive business results.
• Explore the range of digital tools available
• Identify which ones make the most sense for your business so you can integrate them into your overall marketing
• Determine how to measure success
TU06T
Water and Air: Essential Systems for Fabrication Shops
Tuesday, January 25, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Business
Speaker(s): Kevin Padden, AZ
Regardless of whether your shop is new or decades old, the amount of clean, recycled and re-circulated water that you use is critical to your fabrication operation. Just as important is having a dependable and long lasting source of compressed air that will work for your fabrication needs. Knowing how to implement these two systems correctly - for YOUR operation - is critical in making your fabrication shop run at its optimum. Learn how to determine what your compressed air and clean water needs will be for YOUR shop.
• Hear about the various water recycling systems that are currently available
• Learn how you can not only benefit from using the best water cycling system that fits the needs of your shop but find out ways of making your system work more efficiently - from a fabricator
• Learn how important it is to have the right compressed air system and infrastructure for your fabrication shop
• See why so many shops are going "all wet" and why the right air system enables fabricators to be more efficient, as well as save money on tool repairs and energy costs
• Hear some of the latest tips to make your compressed air system more cost-effective and how to extend its service life
TU07T
Resin-Treated Slabs: Why to Treat and How to Solve Associated Problems
Tuesday, January 25, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Stone Fabrication/Installation
Speaker(s): Filippo Emanuel, Tenax
This presentation will examine the latest resin processing products and explain how to solve the problems caused by them.
• Understand why slabs are resin treated
• Understand the various applications and different manufacturing equipment used in the process
• Learn numerous solutions for the most common problems with epoxy-resined slabs
• See samples of resin-treated slabs in various stages of the material process
TU08T
Stone Refinishing and Repair: Practical Applications and How-To's
Tuesday, January 25, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Care/Maintenance/Restoration
Speaker(s): Cameron DeMille, MilleStone Marble & Tile, Inc.
This session will cover tips and tricks for common repairs that many professionals are afraid to share. Marble, travertine, limestone, granite and other stones will be addressed – we'll talk about it all!
• Discover how to save time on jobs using simple and efficient techniques
• Determine which materials and products to use when
• Examine before and after photos from real-life projects
TU09T
Specifying and Selecting Stone Materials
Tuesday, January 25, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Building Design & Trends
Speaker(s): Chuck Muehlbauer, Marble Institute of
Is it a bad stone? Or is it a good stone used in the wrong application? Usually it's the latter. Learn how to properly identify and evaluate the key performance attributes of a particular stone, then identify and quantify the anticipated in-service conditions of the project. Comparison of one against the other will yield the answer to the often asked question: "Will this stone perform in this environment?"
TU10A
Heart and Mind Leadership
Tuesday, January 25, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Business
Speaker(s): Sam Allman, Allman Consulting
Leaders set the tone for a business. They imagine the future, set goals, and establish strategic plans. Learn how to become an inspiring leader and motivator by combining the best qualities of opposing principles.
• Understand the difference between leadership and management
• Find out how to tightly manage projects while leading and inspiring your employees to increased productivity
• Learn the art of balancing opposites and managing paradoxes for effective leadership
• Examine the five reasons most leaders fail and the seven principles of effective leadership
TU11A
If You Want to Find Gold, Try Prospecting!
Tuesday, January 25, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Sales
Speaker(s): Steve Zipkoff, Zipkoff Solutions
It's all about people. Fundamental relationship selling leads to increased sales and lower costs, resulting in profits galore. You can find gold if you know what to do.
• Learn what relationship selling is all about
• Understand the nine steps of relationship selling
• Learn how relationship selling can rejuvenate sales and profits
TU12S
Common Causes and Corrections for Installation Failures
Tuesday, January 25, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Flooring Installation
Moderator: Jon Namba, Namba Services
Panelists: Steve Seabaugh, National Wood Flooring Association; Gerald Sloan, National Tile Contractors Association; and Jim Walker, International Certified Floorcovering Installers Association, Inc.
A core annual program featuring updated information to give you the latest industry information and installation technique ideas. To get the most from this program, bring your most challenging questions.
TU13A
How Trends are Forecast and Design Trends for 2012
Tuesday, January 25, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Building Design & Trends
Speaker(s): Victoria Redshaw, Scarlet Opus and Shelley Pond, Scarlet Opus
A detailed insight into trend forecasting covering the entire process used to forecast design trends. An overview of the 'Autumn/Winter 2011/12' season will follow along with a detailed look at the macro design trends for 2012 detailing the colors, surface patterns, textures and materials, key styling schemes, themes and explanations of the key influences that will drive these trends.
• Gain a thorough understanding of the process used to forecast design trends
• Develop an appreciation of what drives trends to emerge, what trend forecasting is, how it works, why it works and the benefits
• Walk away with an understanding of the key interior trends for 2012
TU14A
How to Turn Web Traffic into Customers
Tuesday, January 25, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Marketing
Speaker(s): Damien Patton, FindAnyFloor.com
Does your website engage online consumers and convert them into your customers? This presentation will provide critical insight and tactics on how targeting the right online traffic will increase your bottom line. Bring your questions. A panel of online experts will be available for a Q&A after the presentation.
• Being "ON" the Internet doesn't mean getting "FOUND" on the Internet; discover how to maximize your online visibility
• Learn how your customers search the Internet for flooring and stone products
• Examine the do's and don'ts of Search Engine Optimization (SEO) and online advertising
• Understand the importance of having a clean, organized and effective website that persuades visitors to take action
TU15T
Hope Is Not a Business Plan
Tuesday, January 25, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Business
Speaker(s): Mark Lauzon,
This session will focus on basic business planning strategies and how to manage your business in today's market.
• Analyze the strengths and weaknesses of your business
• Discover how to uncover hidden opportunities
• Learn to identify potential threats to your success
TU16T
Care, Maintenance and Restoration Forum
Tuesday, January 25, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Care/Maintenance/Restoration
Moderator: Rod Sigman,
Panelists: David Bonasera, Environmentally Safe Products & Procedures; Tom McNall, Great Northern Stone; and Rawi Tabbah, International Stoneworks, Inc.
This open forum for care, maintenance and restoration professionals changes with the audience. Share ideas and discuss opportunities and challenges that you face everyday. All attendees are encouraged to participate by presenting a problem or sharing a solution. Bring your topics and we will provide the forum.
TU17A
World Colors - Color MIX
Tuesday, January 25, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Building Design & Trends
Speaker(s): Mark Woodman, Mark Woodman Design and Color
An international overview on color and design trends.
• Increase design knowledge
• Gain savvy information ahead of competitors
• Assist in product design, interior concept and product marketing with the right look
TU18C
Greening Your Projects with Concrete Countertops
Tuesday, January 25, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Concrete
Speaker(s): Jeff Kudrick, J&M Lifestyles
• See how concrete countertops can incorporate many green practices such as using local materials, recycled content and environmentally friendly shop practices
• Learn how to maximize LEED points using concrete countertops and elements
WE01S
Wartime Retail: Strategies for Planning and Executing Success!
Wednesday, January 26, 2011 -- 8:00am - 9:30am
Track: Business
Speaker(s): Scott Perron, Big Bob's Flooring Outlets of America Inc.
This must attend session for retailers will focus on best business practices and proven strategies that, when followed, promise to give your store the necessary edge over the competition.
• Understand how to design a strategy, develop a plan and execute to grow market share and gross dollars
• Identify the untapped essential data, already present in your business, that you must collect in order to properly measure and monitor your success
• Embrace changes in technology, consumer buying habits and effective marketing in today's economy
• Learn to measure employee performance and commit to hold everyone in your company – especially yourself! – accountable for success!
WE02A
All Customers are NOT Created Equal
Wednesday, January 26, 2011 -- 8:00am - 9:30am
Track: Sales
Speaker(s): Caren McCabe, McCabe Training & Consulting, LLC
To be successul in business today, you must master the art of interpersonal relationships. This seminar introduces you to the DiSC language of observable behavior. An understanding and appreciation of the primary dimensions of behavior will lead to enhanced communication and increased sales.
• Learn the four dimensions of behavior using the DiSC model
• Determine your own unique behavioral design
• Recognize, understand and appreciate the behavioral styles of others and learn how you can adapt for enhanced communication and increased sales
WE03S
Waterproofing to Avoid Costly Failures
Wednesday, January 26, 2011 -- 8:00am - 9:30am
Track: Flooring Installation
Speaker(s): Mike Micalizzi, MAPEI Corporation
Discuss the various types, methods and situations where waterproofing will protect and enhance tile and flooring installations. Take a look at the various failures that can occur when waterproofing or moisture control is neglected or incorrectly installed in residential and commercial tile projects, including interior/exterior floors and walls, swimming pools, balconies, plaza decks, facades, and baths.
• Understand why many failures occur
• Learn how waterproofing and moisture mitigation requirements vary
• Discover solutions for common applications
WE04S
Increasing Sales Through the Psychology of Color
Wednesday, January 26, 2011 -- 8:00am - 9:30am
Track: Building Design & Trends
Speaker(s): Annette Callari, Leonard's Services and
Successful sales depends on making a connection with your customer. Understanding the psychological (and physiological) responses each color elicits gives you a powerful design and SELLING tool. Floor coverings are the foundation of design. YOU are asked to specify materials that bring color and emotion to the home (or business) in a big way. Why not equip yourself to truly understand color and the subconscious powers it possesses?
• Learn to identify the power of cool colors and warm colors
• Understand universal associations to colors and their psychological impacts
• Explore how to use color to increase sales-become a "specifier" not just a salesperson
WE05A
Five Marketing Moves to Make Now!
Wednesday, January 26, 2011 -- 8:00am - 9:30am
Track: Marketing
Speaker(s): Jon Goldman, Brand Launcher
In today's hyper-competitive marketplace, "me-too" marketing just doesn't cut it. To succeed in today's economy, you need powerful marketing tools that generate sales FAST. Come to this wildly entertaining session and find out five powerful marketing tips to put to use immediately.
• Learn three ways to generate buzz for your business – without spending a fortune
• Identify the worst marketing mistake most businesses are making
• Discover ways to stretch your marketing dollars by targeting "hungry fish" and how to make powerful offers using "irresistible bait"
WE06T
Know Before You Import:
Wednesday, January 26, 2011 -- 8:00am - 9:30am
Track: Business
Speaker(s): Jacob
To plan pricing and avoid unwanted surprises, importers should understand Customs' classification of stone. This presentation will discuss tariff classifications based on identity and degree of working of the stone.
• Gain familiarity with the tariff provisions and rates of duty for various building stones under the Harmonized Tariff Schedule of the
• Understand the principles of stone classification under the tariff, based on the identity of the stone and the degree to which the stone is worked
• Understand NAFTA
• Learn how to request a tariff classification ruling and understand the binding rulings program
WE07T
Walking the Fine Line Between Maintenance and Restoration
Wednesday, January 26, 2011 -- 8:00am - 9:30am
Track: Care/Maintenance/Restoration
Speaker(s): David Bonasera, Environmentally Safe Products & Procedures and Tom McNall, Great Northern Stone
Understand where maintenance ends and restoration begins!
• Learn how to identify proper care and when to call in the pros
• Discuss how to specify the proper procedures
• Receive a ten step checklist of problems to look for before beginning a job
WE08T
Design Exploration and Technological Innovation
Wednesday, January 26, 2011 -- 8:00am - 9:30am
Track: Building Design & Trends
Speaker(s): Christian Pongratz,
This presentation takes a close look at the most recent digital technologies in design and fabrication in architecture. Participants will gain an understanding of how these technologies affect and revolutionize parts of the stone and marble industries. View several project examples from the professional and academic work of Professor Christian Pongratz to projects by other designers and architects. The projects by Pongratz Perbellini Architects are geared toward advancing the design and manufacturing process towards new economies.
• Hear about craft in parametric design as it is directly related to the digital fabrication of complex building components and their application
• Examine various computational design and numerically controlled fabrication processes
• Explore the development of compound curved stone surfaces, planar relief stone surfaces and patterned stone surfaces
• Learn about file to factory issues in the stone industry
• Discover digital fabrication techniques
WE09C
How to Get Started with Concrete Countertops: Practical Information About the Equipment and Skill Sets You Will Need
Wednesday, January 26, 2011 -- 8:00am - 9:30am
Track: Concrete
Speaker(s): Tom Fischer, Concrete Countertop Supply by Fishstone
• Learn how to successfully integrate this high-demand, high-dollar product into your business
• Get a complete list of all the equipment and materials you need to manufacture concrete countertops from start to finish
• Learn how to select and train your crew to be successful at concrete countertops
• Be able to decide whether concrete countertops are right for your business
SFT
Speed Trending Tour
Wednesday, January 26, 2011 -- 10:00am – 11:30am
Track: Building Design & Trends
Speaker(s): Victoria Redshaw, Scarlet Opus
Find a direct path to some of the coolest things at SURFACES 2011. Join world-renowned trend forecaster, Victoria Redshaw, as she takes you on a whirlwind tour of the show's newest products and ideas. This "working" tour lets you see the show through
WE10S
Just the Facts, Please: A Review of What We Know About Carpet, Asthma and Allergies
Wednesday, January 26, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Business
Speaker(s): Werner Braun, Carpet and Rug Institute
A review of international research that refutes any link between carpet use and increased asthma and allergy symptoms. Plus, a look at the carpet industry's accomplishments ensuring the quality of air indoors and the Carpet and Rug Institute's successful Seal of Approval testing and certification program for carpet cleaning products, equipment, and systems.
WE11S
Marketing to the Ultimate Power Consumer: WOMEN
Wednesday, January 26, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Marketing
Speaker(s): Patricia Flavin, Beaulieu of
In the coming decade, women will control over two-thirds of the
• Learn ways to communicate your marketing messages proactively
• Gain strategies for simplifying her shopping experience
WE12S
How to Sell to Building Pros
Wednesday, January 26, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Sales
Moderator: Boyce Thompson, Hanley Wood, LLC
Panelists: TBD
With predictions that home building activity may double over the next two years, the pro side of the flooring market may be the biggest short-term opportunity for floor covering dealers. Unfortunately, it's also one of the most difficult to tap. Relationships, turnkey services, and sharp pricing are paramount. Come listen to a panel of large and small builders discuss what it takes to earn the builder's business.
WE13S
Membrane Solutions for Crack Isolation and Sound Control
Wednesday, January 26, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Flooring Installation
Speaker(s): Neil McMurdie, MAPEI Corporation
Discuss the characteristics of liquid-applied versus sheet membranes for crack isolation and sound control. Take a closer look at the technical aspects of most importance to contractors when selecting the appropriate membrane for various projects.
• Examine where crack isolation and sound control play a critical role in flooring installations
• Discuss the role membranes play in crack isolation and sound control
• Learn about the benefits to contractors of installing sheet membranes for added protection
WE14A
Wednesday, January 26, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Building Design & Trends
Speaker(s): Stephanie Vierra, Vierra Design and Education Services, LLC
• This session will help to define the movement and the resources to support this approach to building design, construction, and management to achieve high-performance design
• This session will also offer an introduction to the concepts of Whole Building Design with a particular focus on the Integrated Design and Team Process
• A sample case study will demonstrate the benefits and positive outcome of an integrated process
WE15A
Red Hot Customer Service
Wednesday, January 26, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Business
Speaker(s): Lisbeth Calandrino, Peachtree Communications
If you think customer service just happens, think again! Since 80% of business comes from referrals, your business needs a well thought-out plan for keeping old customers and capturing new ones. Today's customer may even be smarter than you! This seminar is designed to teach you some new tricks and "heat up what you already know."
• Examine basic customer service strategies that can help your business thrive in any economic condition
• Learn how to ensure a satisfying experience for every customer and keep them coming back for more!
• Find out what is influencing your customer and what you need to do to deliver the "outstanding" rather than the old "ordinary"
WE16A
Market or Die: Advanced Marketing Techniques
Wednesday, January 26, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Marketing
Speaker(s): Jon Goldman, Brand Launcher
Opportunities are out there even in today's economy – but you need to have the right tools to turn prospects into profits. If you're ready to thrive, then this in-depth advanced workshop is for YOU. Don't expect "marketing for morons" or "advertising 101" – this fast-paced workshop on advanced sales and marketing strategies is for serious business professionals who have the discipline to take action now. Come to this riveting session and learn specific, proven tips to put to work in your own business.
• Discover the single most powerful word to use in your marketing (and it's not 'free' or 'you')
• Learn a simple technique to distinguish the serious buyers from the tire-kickers
• Acquire a formula for discovering how much you should be spending on marketing
• Learn Guerilla marketing tactics to generate immediate cash flow
• Find ways to implement out-of-the-box direct marketing strategies for targeting your best customers
WE17T
Sustainable Design and Installation: Natural Stone Slab and Tile Veneer
Wednesday, January 26, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Stone Fabrication/Installation
Speaker(s): Rodney Harvey, Curtainwall Design Consulting
Sustainability is not all about going "green." Just using the right materials and installing them properly will result in longer lasting, better performing installations. Learn how to use this growing trend to improve the quality, longevity and profitability of your work...and maybe help the planet at the same time.
• Gain a basic understanding of the characteristics of sustainable materials and components
• Learn how to utilize materials and methods that yield high performance over the life of the installation
• Learn how to use building codes, ASTM standards and industry resources to promote high quality and more profitable work
• Learn how to apply recommended installation methods
WE18T
Straight Talk: Solvent-Based vs. H2O-Based Impregnators & Penetrating Sealers, Compliance & Market Importance
Wednesday, January 26, 2011 -- 12:00 p.m. - 1:00 p.m.
Track: Care/Maintenance/Restoration
Speaker(s): Joseph Salvo, Miracle Sealants Company and Albert Salvo, Miracle Sealants Company
This course will provide helpful information you can use to determine which projects require solvent-based products and which require water-based products.
• Learn the primary differences between solvent-based and water-based products and when each is appropriate to use
• Find out whether solvents are being eliminated
• Determine whether water-based products are less or more toxic than solvent-based products
• Understand the importance of iimpregnators/penetrating sealers in the market place
CCT
Tour of ARIA at
Wednesday, January 26, 2011 -- 1:30 p.m. - 3:30 p.m.
Track: Building Design & Trends
Speaker(s): Paul Berry, ARIA Resort & Casino at
Join us for a very exclusive behind-the-scenes tour of ARIA Resort & Casino at
NOTE: This is an off-site activity.
WE19S
State of the Industry Panel
Wednesday, January 26, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Business
Moderator: Christopher Davis, WFCA
Panelists: Eric Astrachan, TCNA; Werner Braun, CRI; Bill Dearing, NALFA; Ed Korczak, NWFA; and Dean Thompson, RFCI
Top floor covering leaders discuss the current state of the industry as well the trends, challenges and opportunities affecting your business. Come armed with your best questions!
WE20A
Passionate Referrals: The New
Wednesday, January 26, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Marketing
Speaker(s): Beverly Koehn, Beverly Koehn Inc.
Unless you're Bill Gates, you cannot afford to buy every new customer. There simply aren't enough marketing dollars in the budget!
• Find ways to minimize the number of unsatisfied customers
• Discover how to cultivate lasting and loyal relationships with your current and past customers
• Learn what is takes to convert a loyal customer into a passionate referral
WE21A
Sales Strategies for a New Economy
Wednesday, January 26, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Sales
Speaker(s): Caren McCabe, McCabe Training & Consulting, LLC
The current economy demands decisive action by business leaders looking to sustain profitability. As we position ourselves and our businesses for the future, our approach to sales and selling is forever changed. This seminar will help you understand the dynamics of selling in this new economy.
• Understand customer wants and needs and use that information to create WOW customer experiences
• Identify the characteristics of sales "super-achievers." What makes them different? Where do you find them? How do you keep them?
• Share advice for smart selling in the new economy. Focus on what works and, most especially, what no longer works
WE22S
Proper Substrate Preparation for Hardwood, Bamboo & Laminate
Wednesday, January 26, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Flooring Installation
Speaker(s): Jon Namba, Namba Services
What are the tolerances for installation of hardwood, bamboo and laminate flooring over concrete and wood substrates? Ever had moisture issues, hollow voids, squeaky floors, or gaps?
• Find out what the industry requires and what happens in the real world
• Observe technical and hands-on demonstrations of problems, causes, and cures for the successful installation of hardwood, bamboo and laminate flooring
WE23A
Trends and Directions: Kitchen & Bath
Wednesday, January 26, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Building Design & Trends
Speaker(s): Mark Woodman, Mark Woodman Design and Color
• See how kitchen and bath aesthetics are extending to other rooms, influencing design, materials, finishes and colors
• Obtain ideas for expanding your expertise as well as your personal and professional goals
WE24T
Profit in a Highly Competitive Marketplace: The 4 Core Competencies of Successful Companies
Wednesday, January 26, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Business
Speaker(s): Aaron Crowley, FabricatorsFriend
For small business owners who are thirsty for success, there are fundamental practices that, when followed, invariably lead to success. By understanding and following these principles, success is not merely a possibility, it is inevitable.
• Examine the Four Core Competencies of successful companies and how to apply them to your business
• Learn to make the distinction between competing and succeeding
WE25S
Preventing Customer Defection - Key Customer Feedback Questions and Techniques
Wednesday, January 26, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Marketing
Speaker(s): Matt Selbie, Oberon3, Inc.
Customer defection is a huge problem for most businesses and has a huge financial impact. Most defection can be prevented simply by asking current customers the right questions at the right time and taking action on the feedback. This session will show how this can be done, what critical questions to ask and the right analysis to be performed. All techniques are designed to be highly practical and implemented immediately.
• Confirm the cost of customer defection
• Discover the right questions EVERY business needs to have answers to
• Learn how to turn feedback responses into actionable insight to PREVENT customer defection
WE26T
Fabricator/Installer Forum
Wednesday, January 26, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Stone Fabrication/Installation
Moderator: Scott Lardner, Rocky Mountain Stone
Panelists: Rafael Bernal,
This open forum for countertop fabricators changes with the audience. Share ideas and discuss opportunities and challenges that you face everyday. All attendees are encouraged to participate by presenting a problem or sharing a solution. Bring your topics and we will provide the forum.
WE27C
Shape, Design and Color: The Possibilities are Endless with Concrete Countertops
Wednesday, January 26, 2011 -- 4:00 p.m. - 5:30 p.m.
Track: Concrete
Speaker(s): Jeff Kudrick, J&M Lifestyles
• Be dazzled by the endless shapes, sizes and creativity possible with concrete countertops
• Learn from an industry leader how to create masterpieces using three-dimensional forms, curves, colors, light and more
• Get inspired to make the most of this malleable material to move far beyond slabs on boxes
TH01S
Demand-Based Marketing for the Floor Covering Industry
Thursday, January 27, 2011 -- 8:00am - 9:30am
Track: Marketing
Speaker(s): Paul Bumblauskas, PFC Services, Inc.
Demand-based marketing is really an entirely NEW approach to viewing your business. This session compliments traditional strategies with dozens of new ideas – many of which are at no or low cost!
• Understand demand-based thinking
• Discover how to create demand-based strategies for your market
• Walk away with proven tactics to drive sales and profit
TH02A
Have Sales Stopped Driving Your Business?
Thursday, January 27, 2011 -- 8:00am - 9:30am
Track: Sales
Speaker(s): Lisbeth Calandrino, Peachtree Communications
Are your salespeople up-to-date with the latest tools for building relationships with potential customers? For example, are they uploading photos of finished projects to their social networking sites? And what are they doing to maintain already established relationships? Evaluate your sales process from beginning to end!
• Learn more about the newest resources for driving potential customers to your store
• Gain strategies for closing customers in store
• Discuss the importance of following up after the sale
TH03S
Identify and Solve Problems in Carpet Installations
Thursday, January 27, 2011 -- 8:00am - 9:30am
Track: Flooring Installation
Speaker(s): Jim Walker, International Certified Floorcovering Installers Association, Inc.
Is your company using installation methods that provide the utmost in customer service, help speed up the process and provide the finest end result? In today's competitive world, installation methods are constantly changing.
• Learn about carpet seaming and edge sealing systems, tackstrip installation, woven carpet cutting and seaming techniques and more!
• Discover techniques that identify and eliminate problems for carpet installations
TH04A
Less Chaos More Cash - The PROcess for Reducing Confusion and Improving Profits in Your Small Business
Thursday, January 27, 2011 -- 8:00am - 9:30am
Track: Business
Speaker(s): Aaron Crowley, FabricatorsFriend
Many small businesses struggle to deliver their products and services on time. Many are plagued by costly mistakes. These businesses are in chaos because they lack a process-driven approach to management. By using the PROcess explained in this workshop, attendees will learn how to ensure that critical tasks are performed right and at the right time.
• Understand how and why chaos exists in small businesses
• Learn what chaos costs a small business
• Understand and apply the PROcess – Assigning the Position, Defining the Result, and Designing the Operations
TH05A
Color Visions 2011 PLUS Hot Marketing Trends You Need to Know
Thursday, January 27, 2011 -- 8:00am - 9:30am
Track: Building Design & Trends
Speaker(s): Annette Callari, Leonard's Services and
Selling with color always gives you a competitive edge. According to Color Marketing Group International, "Color sells, and the right colors sell better."
• Find out where color forecasts are headed and which key colors will be the winners for 2011 and 2012. (Residential and contract colors will be addressed). Combine that knowledge with evolving key marketing trends, and you will be equipped to sell smarter in 2011!
• Become the valuable "color asset" your customers are searching for
TH06A
Taking Back Control…Do You Control You Business or Does It Control You?
Thursday, January 27, 2011 -- 8:00am - 9:30am
Track: Business
Speaker(s): Jerry Brown, Sr., RSI & Associates, Inc.
• Discover how to create an efficient and productive operation
• Hear how to effectively and profitably take your company to the next level
• Learn how to build an operation that has a significant, realizable value, therein creating options for an effective exit strategy
TH07T
Advanced Selling Skills for the Modern Fabricator
Thursday, January 27, 2011 -- 8:00am - 9:30am
Track: Sales
Speaker(s): Mark Lauzon,
• Examine needs-based selling
• Learn how to generate referrals
• Gain strategies for landing large accounts
• Take away tips for expanding your customer base
S – Created with SURFACES attendees in mind
T – Created with StonExpo attendees in mind
C – Created with attendees interested in concrete countertops in mind
A – Created with all attendees in mind
