DALTON—The industry’s favorite dragon- fly is back. In coordination with Shaw’s third consecutive sponsorship of the successful HGTV Green Home Giveaway, the company is launching its most comprehensive and focused promotion yet, “Spring is Green 2010.”
This year, the promotion exactly corresponds with the dates of the 2010 HGTV Green Home Giveaway, from April 16 to June 7. During this more focused time period, retailers will enjoy new and improved P-O-P kit offerings, sale and budget-oriented consumer messaging, enhanced retail sales associate incentives and other incentives such as cash back per roll on the sale of Anso branded carpet, noted Reggie Newton, Shaw’s vice president of marketing. Shaw will continue to offer the $200 off consumer coupon on shawfloors.com while highlighting the “Find a Retailer” feature of the Web site.
The mill will support the 2010 Spring is Green promotion with national print and television advertising as well as an aggressive online presence. “Going into our fifth season, the national promotions are working for Shaw retailers,” Newton explained. “Our consumer research proves that today’s consumer is more concerned about price, value and warranty than ever before—she’s simply looking to get the best product for the best price.
“Spring is Green 2010 is about giving her the incentive to purchase,” he added. “We’re meeting her on networks such as HGTV, driving her to shawfloors.com to download the coupon and delivering the ready-to-purchase consumer retailers. It’s a model that’s working—and the positive retailer response is overwhelming.”
New for 2010, Shaw’s Tuftex and Anderson brands will be part of the company’s Spring is Green promotion with special incentives. The refreshed campaign will also feature a pad promotion. “Best of all,” noted Kathy Young, Shaw’s creative services director, “the improved P-O-P kit will transform retail environments this spring with the addition of bold outdoor elements and more dramatic indoor elements. The enhanced P-O-P kit will add energetic style and color to earn consumers’ attention in this challenging business climate.”Additionally, Spring is Green 2010 and the 2010 HGTV Green Home Giveaway highlight Shaw’s family of eco-friendly product offerings. Those interested should visit shawfloors.com/recycle for more information.
For more on the mill’s Spring is Green 2010 registration, call 706.275.1792 or contact your local Shaw representative.