Episodes
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Join us for the final episode of "The Underlay" in 2024, where we celebrate the year's milestones, share behind-the-scenes stories, and look forward to exciting new beginnings in 2025. Hosted by Matt and Michale, this special episode will wrap up the year with warmth and excitement.
Some of our discussion points
The Melbourne Trip: Dive into the tales from our Melbourne journey, where we recorded six episodes in just one week! We'll share the challenges we faced the triumphs we celebrated, and reflect on the energy and teamwork that made it all possible. Highlights will include our apprenticeship focus and the "Females in Flooring" initiative.Vinyl 5mm and Immortal Chevron: Discover how our latest products, the Vinyl 5mm and Immortal Chevron, have made an impact in the market. We’ll discuss their unique features, benefits, and the feedback we’ve received from both clients and flooring experts.FCIA Partnership and Females in Flooring Initiative: Reflect on our growing partnership with the FCIA and revisit key episodes featuring Fiona and Helen. Learn about the significant impact of the Females in Flooring initiative and our plans to expand this collaboration in 2025.Looking Ahead to 2025: Get excited as we discuss our move to the new Yatala premises, the upcoming Sydney Podcast Tour, and sneak peeks at innovative product launches. We'll explore how these changes will enhance our operations and offer new opportunities for our team and clients.We hope you join us in celebrating a fantastic year and welcoming the new opportunities that 2025 will bring. Happy holidays from all of us at "The Underlay!"
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Welcome to The Underlay, where we uncover the stories shaping the flooring industry. In this episode, we sit down with Gabby and Desmond, the dynamic duo behind Andersens’ marketing success. Together, they offer an insider’s perspective on how Andersens has become a trusted name in flooring.
Episode Highlights:
The Andersens Brand Identity: Gabby and Desmond share what the Andersens brand stands for and how it resonates with both long-term and new customers.Key Marketing Strategies: Discover the innovative approaches that have kept Andersens at the forefront of the flooring industry.Digital Marketing Evolution: Learn how Andersens has embraced digital marketing, including successful platforms and campaigns that have enhanced customer engagement.Collaborating with Clever Choice Flooring: Explore how the partnership with Clever Choice Flooring has created a powerful synergy, elevating both brands through collaborative marketing.Overcoming Challenges: Gabby and Desmond reveal some of the hurdles they’ve faced and how they’ve turned obstacles into opportunities for growth.Future Campaigns and Trends: Get a sneak peek into Andersens’ upcoming marketing initiatives and how they plan to stay ahead of industry trends.Whether you’re in the flooring business or simply curious about how strategic marketing can elevate a brand, this episode is packed with insights and inspiration. Gabby and Desmond's expertise demonstrates how thoughtful branding and collaboration can drive success.
Don’t miss this deep dive into marketing mastery!
Follow Andersens on social media to see their marketing strategies in action.
For more industry insights, stay tuned to The Underlay! -
Episodes manquant?
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In Part 2 of our Clever Way series, Matt sits again with Michael to discuss how developing a singular handbook has transformed Clever Choice's operation. Simplifying the product offering was a massive step for Clever Choice, a company that prided itself on its diverse product range; it created three distinct product ranges, making the "Clever Choice" even easier.
Laminate SolutionsResilient SolutionsTimber Solutions
The whole product offering is now divided into:Listen to discover the secrets behind the new ranges and how, with some simple yet effective marketing, Clever Choice is now a force to be reckoned with.
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Michael and Matt spend some time at Andersens Head Office in Gatton. The first cab off the rank is the GM of Andersens, Rowan Hodge. This is Rowan's second time on The Underlay, and this time, we discuss leadership and how to build a successful franchise business.
This was a great insight into what it takes to build a multi-generational business and how Country Town values and long-term planning will always be the cornerstone of the success of Andersens. -
In our Product Spotlight, Matt sits down with Greg Harvey, the QLD State Sales Manager, to discuss the exciting new product for Clever Choice - the Hybrid Immortal Chevron.
First to market, Clever Choice is very excited about this groundbreaking new product. Greg unpacks the features and benefits and explains why the Hybrid Immortal Chevron will change the flooring industry forever. -
In this inspiring episode of The Underlay, hosts Matt and Michael sit down with Fiona and Helen, the driving forces behind the "Females in Flooring" initiative. Together, they explore the motivations behind this groundbreaking movement and the critical need for greater female participation in the flooring industry. Fiona and Helen share personal stories, highlight women's challenges in the sector, and celebrate the successes that have already been achieved through their initiative.
Listeners will gain insights into how the "Females in Flooring" program is working to provide support systems and opportunities for women in the industry while also hearing first-hand accounts of resilience and triumph. This episode is packed with powerful stories and future aspirations for inspiring and empowering more women to join and thrive in the flooring trade.
If you're curious about how the flooring industry is changing or want to hear more about the incredible impact of this initiative, this episode is a must-listen.
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As the Melbourne trip drew to a close, we spent some time with the whole Melbourne team in their new warehouse. Together, we reflected on the week that had been, and it gave Matt and Michael a chance to talk further about what they had seen from Clever Choice's service perspective.
The journey that Clever Choice is on in Melbourne is an exciting one. The team is firing and now has the logistics to back them up. A warehouse full of Clever Choice stock ready to service Melbourne is at their fingertips. -
In this episode of The Underlay, we delve into the importance of apprenticeships within the flooring industry and how they shape its future. Joining us are two store owners and their apprentices, offering firsthand insights into the world of mentorship and learning. Fiona, the owner of Coffs Harbour Carpet Court, is accompanied by her apprentice Karly, while Dan from Choices Flooring Port Macquarie brings along his apprentice, Jarrah.
Together, we explore the benefits of apprenticeships for both businesses and individuals, discussing the skills that apprentices gain, the challenges and rewards of training the next generation, and the impact of programs like the one offered by the Flooring Covering Institute of Australia (FCIA). Whether you're in the flooring industry or simply curious about the journey from apprentice to professional, this episode highlights the essential role apprenticeships play in keeping the trade strong.
For more information on apprenticeship programs, visit the FCIA website at www.fcia.org.au.
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On our last store visit on the Melbourne tour, we headed to Ballarat and met Greg and his wife Kim, who owns the Floorworld Ballarat store. Greg has been in the flooring industry since he was a teenager and has been a business owner since the age of 19. it's a full house as Matt is joined by Clever Choice GM Michael Roberts and the latest Clever Sales Manager, Ethan Karlar, to talk with Greg about the industry's evolution and just how vital the relationship between supplier and store is to ensure a happy customer.
Check out the team at Delta Floorword Ballarat on the link below.
https://www.floorworld.com.au/store-details/delta-floorworld-ballarat
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The Melbourne Tour continues as we travel to Lilydale to catch up with an old friend. Emma Griffiths has been on the show before, but this time, we find her preparing for a new adventure with her new business, Elliot Lane. Jackie joins us from Spectrum Curtains and Blinds; she and Emma work closely together to bring a "whole package" mentality to the interior design space.
Matt is back and, along with David from Clever Choice, discuss the future for the two ladies, and we hear again just how important it has been for Clever Choice to have a footprint in Victoria. -
Our Melbourne Tour continues as we chat with Fiona from the FCIA. This is the second time we have spoken to Fiona, and with twelve months between appearances, we have plenty to discuss. Fiona discusses the new "Females in Flooring" initiative and how we can champion females in the Flooring Industry.
One of the FCIA's missions is to grow apprentices in the Flooring Industry, and Fiona will explain how store owners are starting to embrace the apprentice model.
It was amazing having Fiona on The Underlay; we can't wait to chat with her again.
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The Underlay goes on tour to Melbourne, and for our first episode, we chat with Matt Hadden from Bayside Floorworld. Matt welcomed us into his store, and with the help of Clever stalwarts Ian Walker and Michael Shnider, we gave Matt the Underlay treatment. Matt is a California native but has made Melbourne his home for the last 23 years and has been in the flooring industry for 17 of those. A mix of retail and commercial, Matt is kicking some serious goals, and Clever Choice is helping him along the way.
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Matt sits with Clever Choice GM, Michael Roberts to discuss the brand-new "Clever Way".
The last eighteen months have seen a huge change in Clever Choice as a company, and the seventy-eight-page "Clever Way" document is one of the fruits of that change.
Over several episodes, the boys will break down "The Clever Way" and explain the ins and outs and how it will benefit the retail stores and the end user. -
Matt chats to the QLD State Sales Manager for Clever Choice about the brand new product, "Vinyl 5mm."
With some great features and benefits that will make this new product a favourite in retail stores and end users alike, Greg is more than excited about this latest range. -
In a first for The Underlay, we are holding a "Sales Roundtable". Five of Clever Choice's frontline sales reps and managers join Matt on the podcast to talk about life on the road and their personal journeys with Clever Choice. We get to under the hood of what it takes to manage huge territories and we find out how each territory is unique in its own right.
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In a first for The Underlay, we go onsite to Kiepe Hair. A Clever Choice customer who has a home hair salon installed a Clever Choice resilient solution, which still looks brand new. Kellie's daughter, Emma, also joins us to make it a family affair. Between the two of them, we find the secret to building a successful business while juggling clients and family in the same space.
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Brett Talbot from Floorworld joined Michael and Matt at Clever HQ to discuss all things "Floorworld." The boys discussed the Floorworld model and where. they are heading in the future. Brett is another lifelong member industry with experience across many facets. The relationship between Floorworld and Clever Choice is a burgeoning one, and we are looking forward to seeing where it goes.
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Twelve months ago Matt Lugo decided to make the leap from Installer to Store Owner and now with two Andersens stores under his management, life is busy but a lot fun for the young man. In a similar story to almost everyone we speak to Matt bleeds flooring, straight out of school he entered the industry and hasn't looked back.
We are live on-site at Matt's Coorparoo store where they are just about to unveil a new event space, we meet the team and even get one of his young charges on for a chat. This was a fun episode where we discussed the future of the two stores and also the importance surrounding yourself with the right people to ensure success. -
It's a year of change for Clever Choice and 2024 will see the inclusion of 4 new ranges in the Resilient Solutions range. Greg Harvey the QLD State Sales Manager joins Michael and Matt to unpack the range and what it means for the end user.
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Michael and Matt welcome Jim Hilston into the studio to discuss all things wood flooring and what it takes to be an "expert witness" in the flooring industry.
Jim's career took off when he served as the Product Manager for timber flooring at Fired Earth Ltd in the UK. His role covered the entire process, from sourcing to the final touches of installing highly sought-after products. This experience sparked his interest in upscale interior solutions, introducing him to innovative flooring designs and finishes far from the ordinary.Leveraging this experience, Jim established Hilston Wood Floors in Australia in 2004. His journey from a hands-on tradesperson to a successful business owner and esteemed flooring specialist has been marked by his dedication to offering exceptional services and products that captivate his clients.
Jim is also renowned for his expertise in providing detailed reports and serving as an expert witness in legal matters. With his extensive qualifications and role as a Senior Inspector with the ATFA, along with being an active member of the Building Dispute Practitioners Society, he has contributed to over 1000 reports. These documents range from repair evaluations to comprehensive reports for legal disputes, ensuring accurate and dependable information on flooring performance and aesthetic issues.
Check out Hilston Wood Floors on the link below
https://hilstonwoodfloors.com.au/ - Montre plus
