DALTON—For the seventh straight year, Mohawk and its aligned dealers are partnering to create a springtime national selling event that has proven effective in building store traffic, increasing sales and strengthening the brand position of Mohawk aligned dealers.
Colors of Spring is a favorite among many of the top flooring retailers in the nation, many of whom create their own advertising programs to complement the mill’s effort, noted Manny Llerena, vice president of retail marketing. “Many stores see double- digit percentage increases during this period.”
Mohawk Floorscapes and Mohawk ColorCenter retailers are invited to participate in the Colors of Spring Sale, which began April 1 and runs through May 7.
Llerena said the Colors of Spring event has been carefully structured not just to get consumers into a store, but to guide them to make a purchase. “Mohawk has invested in consumer research to determine what types of messages and offers will not only attract shoppers, but also make them feel confident enough to complete the purchase process.”
For 2011, the Colors of Spring sale offers a powerful combination of limited-time consumer incentives:
1. A consumer rebate of up to $300 on the purchase of Mohawk SmartStrand with DuPont Sorona, Mohawk EverStrand and Mohawk CustomWeave Wear-Dated carpet styles
2. A consumer finance offer of 24 months/no interest on all Mohawk flooring with an aggressive buydown rate for retailers
3. Special pricing on a spectrum of hard surface products to allow participating retailers to be “very competitive” in advertising and promotion
4. Free, customizable TV spots from Mohawk to all retailers wanting to support the sale with a local television ad schedule. Mohawk is supporting the sale with a national advertising campaign in print, television and online media, and is giving dealers a variety of tools to build their own local advertising programs.
Among
the sale components are:
- National Pre-Roll spots on HGTV.com and DIYNetwork.com
- National consumer magazine advertising support in consumer favorites like
- Country Living, House Beautiful, Real Simple, Sunset, Martha Stewart Living, Family Circle, Traditional Home and Renovation Style
- A “never go dark” online strategy that features ads on major consumer websites, including Homeportfolio.com, HGTV.com, and MyHomeIdeas.com; plus a new component: Facebook advertising. It’s estimated the online program alone will generate more than two million consumer impressions in April.
- Customizable ad kits that include newspaper, circulars, direct mail, even on-hold messages for use on a local level.
- Bonus retail sales associate incentives through Mohawk Infinite Rewards.
- Comprehensive POP and merchandising kits designed in the sale themes to grow excitement at the store level.
“There’s an opportunity in the marketplace to build business,” Llerena concluded. “But to get it, retailers have to be active and aggressive. We’ve structured Colors of Spring so Mohawk aligned dealers will have all the elements they need to bring people in and get them to buy.”
For more, visit mohawktoday.com.