Dalton—“Never before has Beaulieu created the tools and the programs to support its dealers like we have in 2011,” said Jeff Meadows, CMO, Beaulieu of America. “We’ve pulled out all the stops.”
Beaulieu officials unveiled their comprehensive campaign for dealers at Surfaces to rave reviews. “People sometimes stood two to three rows deep to get a look at our new website on display in the booth,” observed Patricia Flavin, Senior VP of Marketing.
The totally new BlissFlooring.com is the centerpiece of Beaulieu’s dealer support strategy. Created solely from the customer’s viewpoint, the much talked-about site engages, entertains and educates about the brand and locates the nearest Bliss dealer for them. Driving customers to the new site is an aggressive online advertising and search engine optimizing campaign.
Also new this year is a quick-as-a-click advertising website for all Bliss dealers to download professionally produced ads, flyers, direct mail and broadcast spots that are production-ready. Retail advertising expertise is even available to Bliss dealers via toll-free hotline.
Dealers can even take advantage of a deeply discounted TV advertising, including spot packages in their local market onHGTV, DIY and Food Network; as well as new POP materials creating “Magic Fresh Zones” for Beaulieu’s new Magic Fresh Collection of odor reducing carpet.
Also brought back is Beaulieu’s popular American Express Gift Card incentive program that rewards a $200 card for every 200 yards of qualifying carpet to qualified dealers.
“In my years in this business, I’ve never seen a dealer campaign package this complete,” said Meadows. “We here to help our dealers win and we’re doing it.”