Dalton — It’s known as the brightest savings event of the year, crafted exclusively for Mohawk’s Floorscapes and ColorCenter retailers. Consumers will have plenty of motivation to purchase flooring from a Mohawk aligned retailer during the 2012 Colors of Spring sales event, which begins March 28th and runs through May 2nd. During this period, Mohawk will offer incredible savings on the company’s most popular products, as well as deliver strong financing opportunities to persuade consumers to buy their dream floor today.
“We are incredibly excited to kick-off the 2012 Colors of Spring sales event, which we believe features industry-leading savings opportunities,” said Jenny Nichols, director of retail marketing for Mohawk. “A lot of consumers have delayed their flooring purchases during the difficult economic period, but the momentum is shifting and we’re positioning our aligned retailers to really take advantage of that with this sales event. Colors of Spring gives the consumer numerous reasons to visit her local Mohawk aligned retailer and make a purchase that same day.”
The 2012 Colors of Spring event includes many great offers, such as:
- Special pricing on featured products from many of Mohawk’s soft and hard surface collections, including SmartStrand carpets, hardwood featuring Scotchgard Protector Advanced Repel Technology, and Mohawk laminate and ceramic products.
- Incredible consumer finance offers, including no interest financing until January 2015, and 12 months with pay deferred interest. Both special finance offers include a credit buydown for retailers.
- Increased opportunities for retail sales associates to earn Mohawk Infinite Rewards points on selected soft surface purchases. Mohawk Infinite Rewards points can be easily redeemed for thousands of amazing prizes.
- An upscale, professionally designed point-of-sale kit that is consistent with the design of all Colors of Spring campaign messaging. Point-of-sale materials include a floor unit, hanging graphics and a window cling.
Mohawk has also developed a strategic national media campaign to ensure consumers take advantage of the 2012 Colors of Spring sales event and help drive traffic to the company’s aligned retailer partners. Popular home shelter publications, including Family Circle, House Beautiful and HGTV Magazine, will feature advertisements in their April issues. In addition, Colors of Spring banner ads will appear on dozens of high-traffic consumer websites, including HGTV.com, Real Simple.com, and Veranda.com, generating more than 6.5 million online impressions during the sales event.
“Our aligned retailers are already benefiting from Mohawk’s exclusive partnership with The Better Show, which is entertaining women in more than 150 markets each day,” said Nichols. “All Mohawk-related footage from The Better Show is available to our aligned retailers on MohawkToday.com, so that they can add it to their website and social media pages for greater consumer impact. All of these high-profile print and online opportunities work together to maximize consumer contact with the Mohawk brand during the Colors of Spring event.”
Mohawk is also offering a complete Colors of Spring customizable advertising kit to help aligned retailers further target consumers in their local markets. A variety of print, television, radio and online ads are available and can be easily adapted to include the retail store brand for greater impact. Also, new for 2012, Mohawk has created an all-inclusive cable tv advertising package, which includes two weeks of choice air-time researched and optimized for each retailer’s unique needs. Promoting the Colors of Spring event has never been easier for the aligned retailer or more effective.
“Colors of Spring presents a wonderful opportunity for our aligned retailers to go after new customers and we have made sure that they have all the tools available to effectively reach them,” said Nichols. “The savings opportunities are incredible, and they can leverage the Mohawk brand name to further position themselves as the expert source for flooring in their local market.”