The Attention Deficit

Eyes glaze over. Cameras turn off. Whether in person or in a Zoom room, the exact moment you lose someone on a sales presentation is obvious. Those being called on are jaded, tired, and frankly just need someone—anyone—to help make their jobs just a little bit easier. The complicated, technical nature of Interface’s product line combined with their detailed sustainability story made simplicity challenging, relevance required, and Hothouse needed.

Creating Engagement

A principal has different priorities than building maintenance in a K-12 facility. Some stakeholders might gravitate toward design-centric messaging, while others want to know about total cost of ownership over the lifetime of the flooring. To pique the right interest with the right audience, we generated benefit-driven materials targeted to various end-users within each industry vertical to break down why and how the products could solve for their specific needs.