Advertise on podcast: Know Where You Stand

Please excuse the Primco family for still buzzing about this year’s PrimCon. After 2+ years of virtual showroom tours and social distancing, the event not only delivered highly anticipated product launches but also real-world usage anecdotes. One of the oft-repeated stories was from retailers who’ve found themselves managing consumer dissatisfaction over entry-level SPC flooring. Cam Overacker and Tyler Yelland share their thoughts on the SPC uproar and Primco’s commitment to providing quality, performance-grade products in every category. If you sell, install, or shop for flooring, chances are you’ve come up against the SPC conundrum, a generally good product gone bad at the lowest price point. “It was just nonstop with people going, you know, we've had enough of selling the entry-level SPC,” Tyler recalls of his interactions with attendees at this year’s PrimCon event.  That “entry-level” caveat is important. “This isn’t a slam on SPC products,” Tyler says. “Primco has a ton of excellent options and we have had absolutely no issues.” Instead, the problems have occurred when stone-plastic composite ratios are manipulated to create the cheapest, least resilient flooring. Primco has always focused on helping retailers avoid consumer catastrophes at every price point. The Transcend, Allure, Everwood and Stability lines combine on-trend colorways and textures with optimal scratch resistance. Also from Primco is Ascent, featuring the highest possible HDF core to lock in durability and repel moisture. “Look, if somebody's selling an MDF core for less money, which is not going to stand up for your consumer, don't go there if you're a quality store,” says Cam, reminding everyone that when something’s too good to be true, it usually is.  You get the floor you pay for so get the good stuff from Primco. MENTIONED IN THIS EPISODE KWYS024: Waterproof or Waterspoof? Warranty Limitations & Product Solutions KWYS021: Speed and Accuracy: Click Flooring Systems with Ben Goodman, Välinge KWYS020: Sound Advice on the Acoustics of Flooring with Andre Rioux, AcoustiTECH  *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

For every homeowner who’s spilled a full pitcher of water on their kitchen floor and marveled at its ability to repel liquid is another whose finished basement warped while submerged under three feet of flood water. Primco’s Cam Overacker and Tyler Yelland take on waterproof flooring and warranty coverage confusion, sorting fact from soggy fiction for perplexed consumers and providing insightful selling solutions for retailers  “When I think and say waterproof, what that means to me is, hey, if a dog knocks the dish or you spill a cup of water, and you don't clean it, and it evaporates from the surface, if it doesn't get through those seams, that is waterproof.”  Tyler’s no-nonsense approach is a great example to use when assessing the wide range of flooring materials rated as waterproof. While consumer ideas about what waterproof means vary, a manufacturer’s warranty is rarely so forgiving.  Primco offers a variety of waterproof options that, when properly installed and maintained, provide a stylish, water-resistant floor. Cam says that determining the best solution depends on consumer education and knowledgeable product assistance.  “We’ve had success with regards to talking to people about the value of laminate being a waterproof product versus an LV being a waterproof product,” he says, highlighting recent advancements on display in products like Haven laminate planks and crafted edge ™ luxury vinyl tile. Transcend, too, offers show-stopping colorways in a waterproof laminate with a wax-infused core to help reduce water-related issues. No floor, not even “real” wood, is impervious to damage caused by standing water or extremely wet conditions. However, when it comes to choosing the right product for your needs, Primco’s waterproof flooring expertise won’t hang you out to dry. *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

Ah, cabin life. There’s nothing better than hitting the lake, trails, or links once the weather breaks. Hosts Cam Overacker and Tyler Yelland share their top Primco flooring solutions to make your three-season getaway fuss-free. “When it comes to cabins, they do get treated a little more rougher and, maybe, a little less maintenance than what you would see with your house in the city,” says Cam. There’s no time to obsess over interior maintenance when the great outdoors call. Still, you want the space to look and feel inviting. Primco has stylish yet durable options to fit your budget and expectations. Estates waterproof laminate is a perennial favorite at Primco and in cabins alike. Its superior composition prevents joints from swelling, making it unbeatable in areas that bear the brunt of your active lifestyle. For DIYers who prefer the durability of vinyl, look no further than Primco’s innovative Stability engineered click option. Stability’s trendsetting planks are a practical, attractive choice for installation over uneven surfaces––the perfect solution for older retreats. Looking for a carefree floor that compliments your space without compromising budget? Resilient sheet vinyl fits the bill. Sensible and soft underfoot, sheet vinyl is the OG waterproof, scratch-proof, life-proof floor.  Consumers often overlook carpet as an option for their cabins. Carpet tiles are a modern solution plus a breeze for the DIYer to install. Cam and Tyler like Foss commercial-grade products as they provide durability in high-traffic areas and extra comfort underfoot. When it comes to picking the perfect cabin floor, the Primco pros offer common-sense suggestions. For retailers, ask your customers in-depth qualifying questions upfront to avoid headaches later. For consumers, Cam says it best. “Don't spend the money if you don't need to on flooring; put in the appropriate stuff.” *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

Vegas-shmegas! The inaugural PRIM-CON event held this past March brought Surfaces-level style to Calgary. Couldn’t participate in Primco’s flagship showroom festivities? No worries!  Hosts Cam Overacker and Tyler Yelland have you (and your floors!) covered with this comprehensive recap. Get your favorite notes app ready. You’ll want to refer to the fantastic line-up of exclusive collections, installation solutions, and partnerships for seasons to come.  “As much as I thought it's not going to be the same as Surfaces, it felt the same as Surfaces,” Tyler says of PRIM-CON. That’s a credit to all involved––from contractors who added extra sparkle around the showroom to warehouse staffers who took great pride in sharing their space with visitors. PRIM-CON was no Surfaces knock-off; this was a four-day celebration of flooring innovations across the Primco lineup of vinyl plank, hardwood, laminate, sheet vinyl, and tile mosaic products. You already know Primco as the top destination for Estates® Elite and Allure Luxury Vinyl. Cam couldn’t wait to introduce Stability™ to that list––a durable game-changer in luxury click vinyl flooring. Stability’s deflection properties alone make it a standout problem-solver; Primco’s 11 chosen SKUs mean stylish options for residential customers. “When you combine those tiles with Allure and then some of the glue-down tile versions we have, we're a player! If you want to be in the tile business, you should be dealing with the Primco LV program because we've got it from top to bottom.”  PRIM-CON also introduced in-floor heating by Regina-based CosyFloor®, and the latest commercial solutions from Six Degrees™, Polyflor™, and Adura® Apex by Mannington.  Want to learn more about all the next-gen tech and featured design trends? Schedule a showroom visit of your own at Primco. MENTIONED IN THIS EPISODE KWYS020: Sound Advice on the Acoustics of Flooring with Andre Rioux, AcoustiTECH Interceramic KWYS019: Keeping Families Close: Primco Partners with Ronald McDonald House Charities KWYS017: Stability, the PB&J (Form and Function) of Click Vinyl Flooring, and it looks great too!   National Floor Covering Association of Canada Red Door Home Living Ronald McDonald House Charities - Canada PRODUCTS MENTIONED IN THIS EPISODE Allure Luxury Vinyl Stability - Engineered LV - Coming Soon Talk to your rep!! Lakes, Lodges & Rivers Mountains Six Degrees Flooring Surfaces™ PolyFlor™ Adura® Apex by Mannington CosyFloor® Raintree™ Tile Mosaics *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

Cliques get a bad rap for sure, but the Primco guys aren’t here to debate the merits of high school popularity. Instead, Cam Overacker and Tyler Yelland introduce folks to their favorite click––as in locking floor systems––with Ben Goodman of Välinge, the Swedish firm that revolutionized the way plank flooring comes together and stays put.  The trio discuss the company’s unrivaled research and development of locking technologies for wood and laminate-based floors plus sneak-peak Woodura®, Välinge’s next-gen plank and the latest addition to the Primco line-up. If you’ve been in the flooring business long enough, you’ve got a horror story to tell about an old tongue-and-groove flooring installation that went wrong. Too much glue. Too little glue. Separation. Claims.  When it was first introduced, click-lock offered a modern spin on the traditional locking system, reducing the angst and install time for both flooring pros and DIYers. The industry has since witnessed massive improvements to those original 2G locking systems along a good, better, best spectrum. Välinge lays claim to having invented the best of the bunch with its line of 5G® products. “We're really engineers at heart, so we really are specialists in this technology,” says Ben, highlighting the company’s 20+ year legacy of innovative composition and testing strategies. “It's important for consumers and installers to understand good, better, best from an accuracy and speed perspective,” Ben explains. Now more than ever, installers must get in and out of jobs quickly without ruining their reputation.  At the same time, end-users need to educate themselves on the perils of coupling cheap products––whether on top or underneath––with bargain-basement install. “I guarantee it: you're going to get what you pay for,” he cautions. A Välinge holographic sticker on the box ensures that folks get a product that comes together using the highest-rated locking system on the market. While Välinge maintains a tightly controlled identification label program, Ben emphasizes his last point: “The lack of education is going to cause a long-term issue for all of us.” Primco has long championed providing pros and consumers with the intel and products they need to get their flooring job done right. “With COVID and just budget cutbacks that people are having, I think it really took away from the education in the industry,” Cam says. To that end, Primco is thrilled to announce that it will soon carry Woodura, the hardened wood plank flooring with exceptional impact resistance, surface durability and that Välinge patented locking system. MENTIONED IN THIS EPISODE KWYS020: Sound Advice on the Acoustics of Flooring with Andre Rioux, AcoustiTECH Interceramic *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

One of the consequences of spending more time at home is greater sensitivity to the noises around us–whether they’re of our own making or not. Acoustic comfort positively affects the appeal and value of our homes, to say nothing of our mental health. Andre Rioux, co-owner of AcoustiTECH, joins Cam and Tyler to educate builders, flooring retailers, and homeowners on the science of sound, how to minimize its impact across various applications, and maximize the long-term benefits of an informed soundproofing strategy.   Andre, who consults with builders on various residential and high-end commercial designs, advises his clients to get educated about acoustic options at the project's onset to avoid noise issues later. To that end, AcoustiTECH has perfected the art of asking the right questions and then translating those answers into cost-effective soundproofing solutions.  Acoustics is a broad field and prone to misunderstanding, especially by laypeople charged with interpreting the guidance as part of fulfilling their condo association duties. He hopes that his advocacy will clear up some of that confusion. Andre applauds Primco for aligning itself with credible experts and displaying a willingness to understand the field of acoustic performance. “[You’re] not only taking a stand but saying, hey, here's corporately what we want to do. Here’s where we want to contribute to this particular segment in our industry and understand how it works because once you understand how it works, it's extremely difficult to unlearn it.” We hear that! MENTIONED IN THIS EPISODE National Floor Covering Association *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

Family means the world to Primco. That’s not hyperbole; it’s the sentiment by which this company has operated for 75 years. Who better, then, for Primco to extend its philanthropic attention to than Ronald McDonald House Charities®? Cam and Tyler invited Sandi Ferchau, stewardship manager at RMHC Alberta, to discuss the organization’s history, its impact on families, and its exciting co-branding partnership with Primco–an initiative in which retailers can also participate. Few brands are more iconic than McDonald’s. Behind the menu of delicious burgers and signature fries, however, lies an equally impressive charitable component. Nowhere is the company’s compassion more evident than at the hundreds of Ronald McDonald Houses sponsors worldwide. Thanks to donor support, RMHC provides comfortable, affordable accommodations close to top-notch pediatric facilities for families with children seeking medical care. Cam has long admired RMHC’s “families caring for families” vision. In keeping with the company’s legacy, Primco is dedicating a portion of every sale from its Estates Mosaic Tile Collection through the end of the year to support RMHC chapters across Canada. Retailers who join the initiative receive an updated header kit with SKUs featuring the logo and support details for their province-specific RMHC on the reverse of each board. “Community partners are a big part of fundraising for us,” says Sandi. “Thanks so much to Primco for reaching out and giving us this opportunity.” MENTIONED IN THIS EPISODE Ronald McDonald House - Canada Ronald McDonald House - Alberta Ronald McDonald House - BC Ronald McDonald House - Saskatchewan Ronald McDonald House - Manitoba McHappy Day 2022 BCU.com *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

What does the Primco team know about leveraging brand identity on social media? They know enough to ask an expert for assistance. Cam Overacker and Tyler Yelland chat with Tara Osipoff, executive vice president of Avana, about creating stronger emotional connections via social media and converting followers into real-life customers. What ROI is to the bottom line ROE is to social media engagement. Creating content with an eye towards return-on-emotion produces posts that resonate with audiences, says Tara.  If the very idea of social media sounds intimidating, Tara reminds folks that posting consistent quality content doesn’t require a PR team or an entire marketing department. Demographic data can help folks understand where their audience likes to scroll. Psychographic data pinpoints why they’re scrolling by delivering info on what motivates them, their priorities, their beliefs. Since significant emotional considerations within the home and family often dictate flooring purchases, psychographic data can improve the tone of social media messaging, thus making an emotional connection and influencing a future sale.  “Emotions create memories,” agrees Cam, adding that there’s always room for adjustment in the fast-changing landscape of social media. “Like anything you do in life, the more research and the more focused you can do on getting to the right place and make an emotional connection along the way, that's the key for businesses.” MENTIONED IN THIS EPISODE Croft Electric Saskatchewan Professional Marketing Association Why They Buy *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

The search for a luxury click vinyl flooring that combines flexibility and durability with elegance is over—introducing Stability™, Primco’s latest high-tech, more eco-friendly problem-solver! Cam Overacker and Tyler Yelland provide product intel from origin story to installation improvements and sneak-peak Stability’s debut at the Prim-Con flooring event. There are multiple reasons why premium flooring hasn’t always lived up to its promise. The race by manufacturers to meet the demand for cheaper high-end products, for instance, resulted in alterations to its composition. “When you have a product that's 30% stone and 70% PVC, there's really no way to bring that price down unless you add recycled content,” says Cam, adding that the problem with recycled content is that you can't control what's in it. “It's like baking a cake. You're throwing ingredients in that you don't know how they're going to react when they go in an oven. How are they going to react when you add heat and pressure?” Or glue. Or an uneven underlayment.  “Then you started producing stuff that was a great price, but, honestly, it was produced almost to fail,” says Tyler. When coupled with shoddy subfloor prep, either at the hands of an inexperienced installer or the short-sidedness of the homeowner, cupping, irregular expansion, and claims soon follow. It’s a recipe for disaster for installers, DIYers, and retailers alike. Stability features superior construction to counteract those issues. “We’re taking a two millimeter SPC because that's the thinnest and the thickest that we can go to help balance this off,” Tyler explains before digging into the product’s impressive tech specs. Think dimensional strength from both top and bottom combined with exceptional pliability. But don’t let the name or construction method fool you. For all its core strength, Stability has layers of luxe style baked (and pressed!) into its surface, giving the product a realistic visual on an SPC “You're going to have a really nice top embossing on it,” he adds, confirming that the hot press technique provides more depth to the design, creating a click option with long-lasting textural appeal.  Primco unveils 11 SKUs in its Stability line just in time for the spring selling season. “We don't normally start that big,” Tyler confirms, “but we're going all in, and we're excited about that.” Catch a glimpse of Stability and many other top-notch products at Prim-Con, March 8-11, 2022. MENTIONED IN THIS EPISODE Prim-Con 2022 *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

Natural disasters like floods can send homeowners reeling, but what happens after the water recedes? Remediation Manager Chris Boschman of Exclusive Floors takes Cam and Tyler through a typical restoration, offering insight into the assessment, insurance, and installation phases. The Primco pair learn that while a client’s journey back home can be emotional, affiliate retailers make that trip a lot less bumpy. Regional disasters rightly make headlines. But hyperlocal incidents like a burst pipe or house fire can be just as devastating to a homeowner.  Regardless of the cause, repairing that damage requires cooperation from multiple entities––and an abundance of empathy. Unlike new construction or renovation clients, restoration clients are reluctant shoppers, picking a new floor because they have to, not because they want to.  The process often includes a physical relocation, adding logistical challenges for homeowners already forced into a tense situation. Still, restoration offers clients the chance to level up their living spaces in the wake of devastation. There’s no better time for homeowners to reevaluate their lifestyle needs or opt for a style refresh than when an insurance company is involved.  MENTIONED IN THIS EPISODE Consensus Resource Group *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

Cam and Tyler uncover the colour, style, and design trends for 2022 with Terry Marchetta, VP of Residential Styling at Mannington. *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand. 

Leave it to Primco, Western Canada’s premier flooring distributor, to turn lemons into exciting launches. Primco may have reluctantly bowed out of this year’s International Surface Event, commonly known as Surfaces, in Las Vegas, but Cam Overacker, Tyler Yelland, and the rest of the team are thrilled to announce PRIM-CON 2022, a one-of-a-kind expo featuring a fantastic line-up of the latest products––on display in Primco’s newly renovated Calgary showroom.  PRIM-CON 2022, which runs March 1st through 4th, is the solution for anyone who can’t make the trip to Surfaces. This local expo offers folks a destination design space to safely view all the top trends from trusted Primco product partners. Think more options from Raintree™ and new high-shine tiles from the Next Floor® ScratchMaster® line. Cam and Tyler are also excited to show off two stunning marble designs from the Mannington® Adura®Apex luxury vinyl plank collection. “I would be surprised if they don't knock out some dealer’s choice awards,” says Tyler of Mannington’s stylish state-of-the-art introductions. Other Mannington highlights include five new SKUs within its Restoration Collection®. These products provide an even greater range of clean, modern-looking laminates, all of which are manufactured in the USA. That’s a geographical bonus for retailers who’ve found themselves deep into delays caused by overseas supply chain issues.  Cam explains that Primco’s dealer network has a competitive edge when it comes to the Mannington flooring catalogue. “That competition doesn't have access to the Mannington name or the Mannington sheet vinyl or sheet vinyl period. It's fairly limited,” he says, hinting at even more exciting reveals from this industry leader.  However new the products, Primco’s 75-year commitment to providing premium value remains the same. “We're really taken a mid- to high-end approach this year on our launches,” Tyler says, adding that the company’s industry-leading, visually-pleasing product choices deliver the style and substance retailers expect from Primco. Color trends may drive flooring aesthetics, but relationships build a business. “Business is about relationships,” Cam says. PRIM-CON 2022 lets folks meet the voices behind Know Where You Stand and interact with the amazing Primco team. Consider this episode your invitation to join them in their spectacular new Calgary showroom. MENTIONED IN THIS EPISODE International Surface Event 2022 Red Door Renovations & Design *** Know Where You Stand is produced and edited by The Creative Impostor Studios. To learn more about topics we discuss, visit https://www.primco.ca/ or contact your local sales rep.  We know where we stand, so you know where you stand.