Understanding the who, why, what, when and how of one
of the industry’s more important initiatives
Launched during Coverings 2017, the Why Tile® program is the tile trade’s first industry-wide initiative to demonstrate the benefits of ceramic tile. While the initiative is a definite positive for the general tile industry, many tile contractors have yet to discover how the program can benefit them. By understanding the program better, and the resources it offers, contractors just may discover that the program is not only a good resource, but an important tool in helping them provide valuable information to their clients.
Who is Why Tile?
As mentioned, Why Tile, coordinated by the Tile Council of North America (TCNA), is the tile industry’s only joint initiative to provide the market with education and information about tile. Before its launch, key stakeholders from the installer, contractor, manufacturer, distributor, and retailer sectors all collaborated to create this massive undertaking. Today, leading industry organizations and manufacturers contribute to the program to continue the growth of its already-robust content. Some of the noted industry organizations that support Why Tile include Ceramic Tile Distributors Association (CTDA), National Tile Contractors Association (NTCA), Ceramic Tile Education Foundation (CTEF), Tile Contractors Association of America (TCAA), and Tile Heritage Foundation (THF).
Why the industry needs Why Tile
While Why Tile started out as a massive marketing and education initiative designed to inspire consumers and provide information on all of tile’s benefits, it has become much more in the past two years. When launched, WhyTile.com offered consumers inspiration, ideas and advice on tile. The site has expanded to include an extensive commercial section that provides industry-specific content and tools for architects, designers and specifiers. The commercial section even includes case studies, application information and a resource library.
Kathy Meyer, TCNA’s Director of Marketing, says the content and topics on whytile.com are still expanding, allowing the site to become a good information source for the industry and their clients. “Why Tile provides information that also goes beyond style to explore how tile can improve the functionality of any space, and how ceramic tile compares to other surfaces, including plastic floors,” she said. “Why Tile provides excellent content and examples to share with customers and employees.”
Meyer stresses that whytile.com is a useful resource for contractors as well. “The information and ideas at whytile.com can help a tile contractor articulate, with consistent and valid messaging, the benefits of using ceramic tile for their customer’s specific industry, application, or project,” she said. All the resources available on the site are free and are ideal in helping installers explain certain aspects of tile to their clients, including selection, design and maintenance tips.
What about those resources?
For those who haven’t visited whytile.com, the resources that it offers are numerous. For installers and their clients, it provides pattern ideas and an impressive design gallery to help with the creative stages of the project. The site also includes an “Easy Care” page that is ideal to share with clients after a project is complete. The page explains how clients should maintain and protect their investment (and the installer’s hard work) for years to come.
Meyer explained that the Why Tile Partners web portal is another important – and free – resource installers may want to consider. “Why Tile Partners can take full advantage of these resources to help themselves, their employees and their customers become educated about the smart and beautiful choices with ceramic tile,” she explained.
After they register, the portal offers Why Tile partners four key resources: the Why Tile Activation kit, Why Tile logos for co-branding opportunities, monthly social media posts, and a comprehensive Why Tile presentation that amplifies the strengths of ceramic tile. The monthly social media posts include text and images partners can use on their own social channels as long as they include the hashtag #whytile.
NTCA developing installer-centric content
In response to trending topics, technical advances, and educational needs, Why Tile is continuously adding content to its site. Meyer says to expect to see even more new resources and content on the site this year.
But 2019 will be a milestone year when it comes to tile contractors and whytile.com. The NTCA is taking part in a joint project with the Why Tile team to produce content and resources specifically with tile contractors and installers in mind. “We are excited to see this joint venture take shape,” said NTCA Executive Director Bart Bettiga. “I look forward to seeing what the venture produces. Plus, I think whytile.com is an excellent asset to use to communicate the importance of using qualified labor to residential and commercial audiences.”
How to become more involved
Meyer said Why Tile is always looking for new partners. Anyone who is looking to become more involved in the program can register to become a partner by visiting the Why Tile Partners web portal or reaching out to Meyer or Roxanne Morris.