DALTON—It has been a cold, snowy winter but spring is just around the corner. This can only mean one thing: The Shaw Spring is Green Sale—beginning April 18 and ending June 5—is right on time.
Like last year, the promotion dates align with the 2011 HGTV Green Home Giveaway. POP kits will ship directly to registered retailers in late March. “Registration is now closed, but we do still have a few additional POP kits available,” said Kathy Young, Shaw’s director of marketing. “Go to shawadsource.com to order.”
Shaw is investing millions of dollars in advertising not only its brand but also the Spring is Green Sale this season, she noted. The mill’s national ads, dubbed the “Rooms” campaign, will be featured on leading networks such as HGTV and Food Network. Plus, the ads can be seen in popular consumer magazines like Traditional Home, House Beautiful, Real Simple and others.
Online ads on popular sites like HGTV.com will also be driving consumers to print coupons. “In fact, our research showed that 48% of consumers who saw a Shaw Spring is Green Sale advertisement online clicked through to print a coupon,” Young said.
So, how can dealers be part of this national momentum? According to Young, Shaw has received tips from dealers who have experienced “great success” with Spring is Green in the past:
1. Advertise. “Make sure your community is aware of the $200 instant discount,” she said. “Go to shawadsource.com to download radio scripts, TV spots, direct mail, newspaper ads and more.
2. Plan ahead. Retailers should identify their most profitable Shaw products that qualify for the promotion. “Direct consumers to buy these styles,” Young said.
3. Educate your retail sales associates. “Make sure they tell everyone who walks through your door about the sale. You may want to print a coupon and use it as a demo so people see it’s real.”
Research done with consumers who purchase flooring from the big boxes reveal it was the special financing and special offers that enticed them to buy, she noted. “With the Spring is Green instant $200 discount, retailers can entice consumers to buy from them.”
Benefits extend from the consumer to retailer to retail sales associate. Here’s how: Consumers benefit by receiving $200 off their purchase. They can either bring coupons into the store or the coupons can be printed in-store to close sales. Shaw will split each qualified coupon with the retailer $100/$100.
Retail sales associates benefit by earning 500 Capture the Spirit bonus points per five coupons redeemed and bonus point from Shaw Rewards. Plus, with each coupon redeemed, retail sales associates get a chance to win an iPad.
Retailers benefit by earning additional co-op dollars. For every five coupons redeemed in store, retailers get $100 in additional co-op dollars ($150 for Shaw Flooring Network dealers).
Also, participating retailers will have special designation on the shawfloors.com Spring is Green retailer locator. For more on Spring is Green, call 706.275.1792.