FORMICA CORPORATION SURFACES ON THE INTERNET

Furniture World Magazine

Formica.com provides the industry's most comprehensive, easy-to-access surfacing information and design ideas Formica Corporation has surfaced on the world wide web. Consistent with the company's long history as an industry innovator and design leader, formica.com uses clean, colorful graphics and sophisticated Java technology to provide online access to the most comprehensive and accessible decorative surfacing information and design ideas in the industry. "Our site puts the end-user first," explains Bill Roush, Director of Marketing Communications, Formica Corporation-North America. "The goal of formica.com is to deliver detailed information on our company and products in a manner that is convenient for our visitors -- whether they are hunting for design ideas or need to do a search for a specific product or technical information." Formica Corporation previously hosted a site at the same address, but decided to "upgrade" shortly after its initial introduction in 1996. "Our.site is an important extension of our global brand leadership position," said Roush. "We believe the new site is an accurate reflection of who we are and the value we provide to our customers." According to Roush, Formica Corporation's original site held 150 pages of information. The new site contains approximately 2,300 pages. "Our site is incredibly thorough, but very easy to navigate," he said. "Most visitors will be able to find the information they're looking for in about three 'clicks'." While the internal information architecture of formica.com is complicated, the presentation experienced by visitors is not. All information is "servedup" based on the audience segment with which the user identifies--be it professional, consumer or general user. As the global surfacing leader, the splash page features a map of the world. A "click" on North America greets visitors with these options: WHAT'S NEW Highlights the latest company or product information. PROFESSIONAL Features product line descriptions, commercial applications and design trends and training course information of interest to members of the trade. MORE 2/2 www.formica.com RESIDENTIAL Features product line descriptions, residential applications and design trends and a search link to help consumers find local dealers. COMPANY INFO Features international, local and regional office listings, a "press room" with current news releases, historical and human resource information, as well as corporate identity and logo usage guidelines including downloadable artwork. PRODUCTS Features detailed information on Formica? brand laminate, Formica Surell solid surfacing material, Formica Ligna wood surfacing, Formica DecoMetal metal laminate & solid metal and Formica? Flooring. With the click of a mouse, visitors can view color samples of each product and access detailed specification, warranty, use-and-care and technical information as well as downloadable fabrication guides. Other highlights of the site include: A global locator features Formica Corporation's international offices, North American corporate and regional offices and dealer and distributor search capabilities for all products. An "advanced site search" helps those seeking quick access to information on a particular product, color name, color number or keyword. "Design Trends" sections highlight colors, textures and patterns on the cutting edge in home and commercial design. The trend information is paired with Formica? brand product samples, so visitors can transform the descriptions into visual images. The "Color Tools" feature, created by Formica Corporation design experts, coordinates several Formica brand products with each other as well as with other brands of building materials. For example, one color tool matches patterns in Formica Surell and Formica brand laminate with plumbing fixtures from three leading manufacturers to help simplify the design process. Showcase application photos and Formica Corporation historical "factoids" change each session providing additional interest and a guarantee of something new for repeat visitors.Helpful links to associations, directories, publications, trade shows and other home improvement sites provide additional convenience. Organic, a San Francisco-based interactive agency serving other brand leaders including Harley Davidson, Levi-Strauss, Nike, Starbuck's and Barnes & Nobles, developed the formica.com website. They can be reached at www.organic.com. Founded in 1913, Formica Corporation is a recognized innovator in the surfacing industry. To request information on all FormicaO brand products, consumer and trade representatives should call 1-800-FORMICAO (1-800-367-6422) or visit formica.com on the world wide web. sstufft@danpinger.com