Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets" Local Search Program Results & Findings Mike Saad Global eMarketing Manager

2 Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets" eMarketing eMarketing function is valued at Armstrong Success with search marketing Top spots in search across business units & brands Holistic approach to search marketing Natural & paid search Branded & non-branded keywords Phrases by purchase phase Co-managed with SEM agency On again, off again, on again

3 Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets" Search Landscape Changes Rapidly Shake-up in paid search E-tailers getting more aggressive Brand marketers at distinct disadvantage Renewed focus and new urgency on SEO Actions: Maintain top organic search positions Achieve new listings Pilot new technologies

4 Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets" Advantage with Local Search Local search emerges, is quickly adopted Obvious application for restaurants, hotels, etc. Possibilities for manufacturers with retail stores But, Would customers utilize local search to find flooring, ceilings or cabinets? Pilot program in early 2007

5 Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets" Local Search Pilot Program Company-owned Cabinets locations as pilot stores Google feed, local business ads, Landing pages with clear success events Included click-to-call feature, call tracking & call recordings

6 Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets" Program Results Sufficient traffic to consume modest daily budget Neither direct competitors nor online retailers in local search Generally lower CPCs Improved click-thru rates 30-40% vs. generic ads Nearly 1/3 of site visitors get directions, download or place call Over 50% perform additional & multiple store searches 100% increase Store searches

7 Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets" Insights Instantly a fixture in our overall search program Site visitors are unique – theyre purchase minded Slightly different customer segments than expected Click-to-call under utilized, but plentiful phone calls Phone recordings – not what we expected Search marketing drives REVENUE

8 Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets" Search Utilized Through Purchase Process Marketing Activities Purchase Process Search Refinement Trial/Sample Cabinets, Kitchen cabinets Bathroom vanities Cherry Cabinets Armstrong Cabinets Armstrong Maple Cabinets Request Cabinet Brochures Cabinets New Orleans, LA Buy Armstrong Cabinets Awareness Consideration Purchase Teach me about cabinets. Inform me. Help me evaluate, compare. Convince me. Brochure/sample Appointment request Have them in stock? How long to order? Im ready to order

Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets" Thank you.