2018 PROGRAM BOOK. Products & Tools to help grow your business. Armstrong Flooring, Inc Columbia Avenue. Lancaster, PA 17603

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1 Armstrong Flooring, Inc Columbia Avenue Lancaster, PA PROGRAM BOOK Products & Tools to help grow your business armstrongflooring.com SM AFI Licensing LLC Armstrong and the Armstrong logo are registered trademarks of AWI Licensing LLC Elevate SM 2018

2 UNIQUE PRODUCTS 4 BUSINESS EXPANSION 8 Opportunities don t happen. You create them. Chris Grosser Owner/Advisor of the first Tesla retail store contents DISPLAY OPTIONS 10 PRODUCTS & TOOLS TO HELP GROW YOUR BOTTOM LINE TRAINING RESOURCES 14 DRIVING TRAFFIC 16 Look for the boxes throughout this guide to learn what you can do to leverage Armstrong Flooring products and tools to grow your business. PROMOTIONS 22

UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING

size variety and unique color trends to a whole new level WATERPROOF * & DENT RESISTANT

Alterna Engineered Tile Multiple shapes and sizes.

Rigid Core Hybrid-structure, award-winning designs and ultimate protection Rigid Core

Core The ultimate protection from dents, water, scratches and stains Rigid Core Elements TM

Dents, water, scratches and stains are no match Performance Plus TM Hardwood

RESISTANCE DIAMOND 10 TECHNOLOGY, made with cultured diamonds, provides superior protection

back makes installation and repairs a snap Talk to your Armstrong Flooring representative

com Alterna Engineered Tile All Alterna products will offer Diamond 10 Technology (3Q 2018)

Appalachian Ridge TM Solid Hardwood Scraped and brushed artisan effects create a refined,

Luxe Plank with FasTak TM Self-adhering LVT.

scratch, stain and scuff protection make this a perfect choice in Main Street applications

CushionStep TM Sheet Great styles, easy cleaning and the added durability of Diamond 10

3 UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS TREND-LEADING DESIGN Fashion forward floors that take rustic looks, size variety and unique color trends to a whole new level WATERPROOF * & DENT RESISTANT OPTIONS Consumers are seeking floors that can keep up with active households and lifestyles Alterna Engineered Tile Multiple shapes and sizes. All groutable Premium Engineered Wood Multiple widths, textures and layered stains Pryzm TM Rigid Core Hybrid-structure, award-winning designs and ultimate protection Rigid Core Vantage TM Extra wide & long planks, embossed in register options (2Q 2018) Pryzm TM Rigid Core The ultimate protection from dents, water, scratches and stains Rigid Core Elements TM Built to last, easy-to-install. Dents, water, scratches and stains are no match Performance Plus TM Hardwood Acrylic-infused hardwood provides dent resistance SUPERIOR SCRATCH, STAIN AND SCUFF RESISTANCE DIAMOND 10 TECHNOLOGY, made with cultured diamonds, provides superior protection to keep floors looking newer longer QUICKEST & EASIEST INSTALLATION LVT with an adhesive back makes installation and repairs a snap Talk to your Armstrong Flooring representative to learn more about these unique products. For product details, visit armstrongconnect.com Alterna Engineered Tile All Alterna products will offer Diamond 10 Technology (3Q 2018) Paragon TM Solid Hardwood Scratch-resistant solid wood in multiple textures and designs Appalachian Ridge TM Solid Hardwood Scraped and brushed artisan effects create a refined, tactile canvas with unparalleled multi-tonal colors. Luxe Plank with FasTak TM Self-adhering LVT. Peel, position, press into place SPECIALTY FLOORING SOLUTIONS Commercial LVT Superior scratch, stain and scuff protection make this a perfect choice in Main Street applications Vivero TM LVT Unsurpassed LVT design, performance and installation choices Duality TM & CushionStep TM Sheet Great styles, easy cleaning and the added durability of Diamond 10 Technology Whether your customers are seeking trend-leading design, superior scratch resistance, waterproof solutions or easy installation options, Armstrong Flooring offers a full assortment to deliver the perfect floor. * When exposed to water planks/tiles will not swell, buckle or lose integrity. See warranty for details. 4 5

these Product Line Wheels to help you and your customers

2018 WOOD FLOORING PRODUCT LINE SUMMARY INDEPENDENT

4 UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS Use these Product Line Wheels to help you and your customers select the right Armstrong Flooring product WOOD FLOORING PRODUCT LINE SUMMARY INDEPENDENT RETAIL 2018 RESILIENT FLOORING PRODUCT LINE SUMMARY INDEPENDENT RETAIL 6 7

UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS MAIN STREET is one of the most

2018 MAIN STREET PROGRAM MAIN STREET WING BEACON n 5 product categories n Commercial warranties n Two options: - Display only - Display

Go to the Training tab on armstrongconnect.com to access the Online Training Center.

Here you will learn: n Types of flooring preferred by different business types n Limited Warranty information for commercial projects n

5 UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS MAIN STREET is one of the most profitable ways to EXPAND YOUR BUSINESS by pursuing light commercial opportunities MAIN STREET PROGRAM MAIN STREET WING BEACON n 5 product categories n Commercial warranties n Two options: - Display only - Display and sample folders NEW MAIN STREET TRAINING Become fully trained on how to target and sell to Main Street customers. Go to the Training tab on armstrongconnect.com to access the Online Training Center. Type Main Street in the search box then select the Main Street learning module. Here you will learn: n Types of flooring preferred by different business types n Limited Warranty information for commercial projects n COMMERCIAL LVT CONTINUES TO SEE DOUBLE-DIGIT GROWTH n AN ESTIMATED 25% OF MAIN STREET PROJECTS UTILIZE COMMERCIAL LVT n INSTALLATION OF COMMERCIAL LVT UTILIZES THE LABOR YOU ALREADY HAVE, MAKING NEW MAIN STREET PROJECTS PROFITABLE FOR YOUR BUSINESS Contact your Armstrong Flooring representative to order a Main Street display. 8 9

TILE Small Large Alterna Stacker #453S 1 ft. 9 in. x 2 ft.

W x 2 ft. 4 in. D x 7 ft. 4 in. H 16 x 16 40 Alterna Plank #725-3 2 ft.

H 6 x 36 15 expandable to 20 Alterna Complete Module System

to 20 70 expandable to 80 Alterna Cradle #779 7 ft. W x 2 ft.

8 20 16 x 16 64 84 HARDWOOD Small Medium Large Stacker #877CD

H 20 x 27 10 Paragon Double Stacker #829PG 3 ft. 9 in.

H 20 x 27 20 Double Stacker #829 3 ft. 9 in. W x 2 ft. 9 in. D x 5 ft.

6 UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS ENGINEERED TILE Small Large Alterna Stacker #453S 1 ft. 9 in. x 2 ft. D x 5 ft. 5 in. H 22.6 x Alterna Waterfall # ft. 6 in. x 2 ft. 4 in. D x 6 ft. 3 in. H 12 x expandable to 20 Alterna Tower # ft. 6 in. W x 2 ft. 4 in. D x 7 ft. 4 in. H 16 x Alterna Plank # ft. 6 in. W x 2 ft. 4 in. D x 6 ft. 3 in. H 6 x expandable to 20 Alterna Complete Module System #725 7 ft. 6 in. W x 2 ft. 4 in. D x 7 ft. 4 in. H 12 x expandable to x x expandable to expandable to 80 Alterna Cradle #779 7 ft. W x 2 ft. 7 in. D x 7 ft. H 22.6 x x HARDWOOD Small Medium Large Stacker #877CD 2 ft. 6 in. W x 2 ft. 8 in. D x 5 ft. 5 in. H 20 x Paragon Double Stacker #829PG 3 ft. 9 in. W x 2 ft. 8 in. D x 5 ft. 6 in. H 20 x Double Stacker #829 3 ft. 9 in. W x 2 ft. 9 in. D x 5 ft. 6 in. H 20 x Waterfall/Wing #828 5 ft. 4 in. W x 2 ft. 7 in. D x 7 ft. 4 in. H 20 x expandable to 34 2 Waterfalls # ft. W x 2 ft. 6 in. D x 7 ft. H 20 x Wing #857 7 ft. W x 3 ft. D x 7 ft. H 20 x Wings # ft. W x 3 ft. D x 7 ft. H 20 x

Large Meet with your Armstrong Flooring representative to identify the right

Rigid Core Elements TM Stacker #877CDRCE 2 ft. 6 in. W x 2 ft. 8 in.

H Sample Sizes Samples 20 x 27 10 Pryzm TM Single Tower #671-1 2 ft. 11 in.

D x 7 ft. 4 in. H 20 x 27 20 Main Street Wing Beacon #589 2 ft. W x 1 ft.

Medium Large Small Medium Large Stacker #777 2 ft. 6 in. W x 2 ft. 8 in.

W x 2 ft. 7 in. D x 7 ft. H 20 x 27 30 Wing #783 Display 7 ft. W x 3 ft.

7 UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS RIGID CORE Small Medium Large MAIN STREET Large Meet with your Armstrong Flooring representative to identify the right display(s) to drive showroom sales. Rigid Core Elements TM Stacker #877CDRCE 2 ft. 6 in. W x 2 ft. 8 in. D x 5 ft. 5 in. H Sample Sizes Samples 20 x Pryzm TM Single Tower # ft. 11 in. W x 2 ft. 4 in. D x 7 ft. 4 in. H 20 x Rigid Core Elements TM Double Stacker #629 3 ft. 9 in. W x 2 ft. 8 in. D x 5 ft. 6 in. H 20 x Pryzm TM Double Tower # ft. 10 in. W x 2 ft. 4 in. D x 7 ft. 4 in. H 20 x Main Street Wing Beacon #589 2 ft. W x 1 ft. 8 in. D x 7 ft. H 20 x Main Street Docking Station #590 2 ft. 5 in. W x 1 ft. 4 in. D x 5 ft. H Sample Sizes Sample Sets Varies 15 LUXURY FLOORING/LVT VINYL SHEET Small Medium Large Small Medium Large Stacker #777 2 ft. 6 in. W x 2 ft. 8 in. D x 5 ft. 5 in. H 20 x Double Stacker #729 3 ft. 9 in. W x 2 ft. 8 in. D x 5 ft. 6 in. H 20 x Waterfall #717 7 ft. W x 2 ft. 7 in. D x 7 ft. H 20 x Wing #783 Display 7 ft. W x 3 ft. D x 7 ft. H 20 x Wing Beacon #587 2 ft. W x 1 ft. 8 in. D x 7 ft. H 18 x BullsEye #592 5 ft. 9 in. W x 2 ft. 7 in. D x 5 ft. 5 in. H 18 x Wing #573 Display 5 ft. 4 in. W x 2 ft. D x 7 ft. 4 in. H 18 x

UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS NEW PRODUCT TRAINING Quickly access courses that give you the key features and benefits of

8 UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS NEW PRODUCT TRAINING Quickly access courses that give you the key features and benefits of new products. DEEP DISCOUNT ON PROFESSIONAL SALES TRAINING PROGRAM Your membership in the Elevate SM program gives you a 50% discount to the Retail Sales Academy, the leading retail sales training program offered by retail experts. IN-DEPTH TRAINING THROUGH OUR TRAINING PORTAL For more information about our products, including installation guidance, log into our training portal (link available in the Training tab) n Installation Tip Videos n Performance and Design Stories Go to armstrongconnect.com to select the training that best meets your business needs

UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS FREE ACCESS TO SOCIAL MEDIA CONTENT & ADVERTISING

content to whichever digital platforms they choose Website Content email Local Ads Build it and they will come only works in the movies.

Seth Godin American author, entrepreneur and marketer DRIVING TRAFFIC TO YOUR STORE SOCIAL MEDIA CONTENT Fresh content for your Facebook, Instagram or Twitter

9 UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS FREE ACCESS TO SOCIAL MEDIA CONTENT & ADVERTISING Armstrong Flooring creates fresh content targeted to consumers Social START HERE Promoboxx allows the retailer to choose which content to share Retailer places content to whichever digital platforms they choose Website Content Local Ads Build it and they will come only works in the movies. Social Media is a build it, nurture it, engage them and they will come and stay. Seth Godin American author, entrepreneur and marketer DRIVING TRAFFIC TO YOUR STORE SOCIAL MEDIA CONTENT Fresh content for your Facebook, Instagram or Twitter accounts? There is a full library of room scenes and product shots that will inspire your consumers. You can choose your favorite looks, products and regional flair. FACEBOOK AND INSTAGRAM AD DOLLARS REACH THE PEOPLE NEAREST YOU Visit support@promoboxx.com to set up your free account

UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS THE MOMENTUM CONTINUES In 2017 we launched a bold new consumer campaign, The Floor is Yours

Unlike anything else in the category, the campaign focuses on our leadership in innovation by spotlighting standout products.

10 UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS THE MOMENTUM CONTINUES In 2017 we launched a bold new consumer campaign, The Floor is Yours TM, kicking off a multi-year effort to bring the Armstrong Flooring story to life to a new generation of floor buyers. Unlike anything else in the category, the campaign focuses on our leadership in innovation by spotlighting standout products. If you think your family is tough on floors, see how a world champion chopper puts our hardwood to the test. l Tough l Hardworking l Timeless l Naturally Beautiful Our strategy is designed to impact the consumer purchase journey: engage, nurture and convert quality leads. This supports our specialty retail partners by turning consumers into loyal fans and advocates for the brand. Joe Bondi SVP and Chief Product Officer Armstrong Flooring THE FLOOR IS YOURSTM With the elegance of stone, tile and wood designs, Alterna takes performance to a jaw dropping new level. These tiles are tough enough to handle the hardest working spaces in your home. l Warmer Under Foot than Ceramic, Stone and Porcelain Tile l Flexible l Strong l Elegant Learn more about Alterna Engineered Tile It s back and better than ever. The timeless appeal of vinyl has a new song to sing. l Modern l Innovative l Enduring l Stylish Learn more about Vivero Luxury Flooring with Diamond 10 Technology Learn more about Vinyl Sheet with Diamond 10 Technology 18 19

UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS MEET OUR STAR PERFORMERS To bring out the

The three unique and inspiring Star Performers represent excellence, each in her own way: Martha King, World Champion Chopper, represents the tough,

National Rhythmic Gymnast represents Alterna engineered tile, showcasing its flexible, strong and elegant qualities.

11 UNIQUE PRODUCTS > BUSINESS EXPANSION > DISPLAY OPTIONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS MEET OUR STAR PERFORMERS To bring out the most important aspect of any flooring purchase: the seamless blending of beauty, outstanding performance, and the consumer s individuality, we ve teamed up with up-and-coming influencers from seemingly divergent parts of life to help personify the Armstrong Flooring brand and represent standout, award-winning products. Each star performer is an inspirational role model. The three unique and inspiring Star Performers represent excellence, each in her own way: Martha King, World Champion Chopper, represents the tough, long-lasting and beautiful qualities of hardwood. sweeterstill_lumberjill Nastasya Generalova, U.S. National Rhythmic Gymnast represents Alterna engineered tile, showcasing its flexible, strong and elegant qualities. nastasya_generalova NastasyaGeneral DJ Yolo Ono, represents the fresh, modern, innovative and stylish qualities of LVT and vinyl sheet with Diamond 10 Technology. yolo_ono lilbbyyolo yolo_ono Log into your Promoboxx account for access to Star Performer content that you can post to your social media sites

IONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS INCENTIVES FOR

CONSUMER DEALS FUNDED BY ARMSTRONG FLOORING In both Spring and Fall 2018,

Downloadable materials for your store can be found under the Marketing

com Armstrong Flooring will offer incentives to your sales associates

12 IONS > TRAINING RESOURCES > DRIVING TRAFFIC > PROMOTIONS INCENTIVES FOR RETAIL SALES ASSOCIATES In collaboration with our distribution partners, CONSUMER DEALS FUNDED BY ARMSTRONG FLOORING In both Spring and Fall 2018, Armstrong Flooring offers consumers a promotion for discounts on certain flooring lines. Keep an eye out for 60-day advance notice of these promotions. Downloadable materials for your store can be found under the Marketing Tools tab at armstrongconnect.com Armstrong Flooring will offer incentives to your sales associates throughout the year. We will notify you through the account we have for your location. If you would like to update your contact, please elevatecustomercare@ armstrongflooring.com

ALTERNA PLANK ENGINEERED TILE FLOORING

ALTERNA PLANK ENGINEERED TILE FLOORING ENGINEERED DURABILITY Ideal Candidate D0005 Studio Easel, Grout (6 x 36 plank shown) Unlike traditional tile, Alterna resists cracking from subfloor movement and