July 8/15, 2019: Volume 35, Issue 2
By Reginald Tucker
Mohawk first sought to whet the appetites of its dealer partners with the official rollout if its Pergo-branded Extreme LVT line at last year’s Edge Summit (FCNews, Dec. 10/17, 2018). Now, with nearly 1,500 Pergo Extreme displays firmly planted in Mohawk Edge dealer showrooms across the country, the company is ready to kick off an integrated consumer advertising campaign designed to deliver shoppers to retailer storefronts ready to buy.
The multifaceted ad campaign, which boasts the tagline “Go Bold,” aims to influence the consumer throughout all phases of the shopping experience while educating her on the key visual and performance attributes of the Pergo Extreme LVT brand. Whether she discovers the brand while researching flooring options online—or if she is exposed to the product via more traditional advertising means such as radio, cable TV or shelter magazines—it will all crystalize when she finally sees the Pergo Extreme displays, installed floors and various point-of-purchase signage and materials upon entering the store.
According to Jason Sims, director of brand marketing at Mohawk, the goal is to reinforce the Pergo Extreme messaging and impressions the consumer absorbs across various media, culminating in a customer who is likely pre- disposed to the Pergo LVT brand when she visits the retailer for a consultation. “We had a great response to Pergo Extreme at Edge, and there’s a ton of excitement for the product,” Sims told FCNews. “We’re about 90% complete with our placements, so the consumer journey from online to in-store can begin.”
Beginning July 11, the official pergo.com website—which heretofore had been promoting mainly Pergo-branded laminate and hardwood—has been updated to reflect the full Pergo Extreme LVT offering. (That’s “phase two” of the strategy.) The launch coincides with a national digital media campaign to drive demand to independent retail. (Note: The campaign does not affect Pergo local advertising, which retailers can start as soon as they receive their displays.)
“Our goal has been to activate our digital strategy once we had 75% of our displays in the market in order to drive leads to active retailers,” Sims explained. The timing, he noted, was to help protect the brand, create the best experience possible at independent retail and ensure a solid footing for future efforts. “Previously the Pergo site only represented the laminate and home center positions and channels. Now, we’re excited about bringing Pergo Extreme for our specialty retail partners online, along with the full launch of our media ads for Pergo Extreme.”
During the kickoff of the “Go Bold” digital campaign, Mohawk will be placing digital ads across YouTube as well as other targeted channels. Meanwhile, on the Pergo website, consumers will see a beefed-up presence for Pergo Extreme along with clear positioning to help consumers understand the value of what LVT does and how Pergo Extreme stands out. “We’ve already experienced a lot of early success in the market without the power of national media, but over the next couple weeks we really expect to open some eyes,” Sims stated. “There’s going to be a lot more traffic coming in, a lot more lead generation for Pergo Extreme.”
With the seeds of the Pergo Extreme LVT line planted back at the Edge Summit, Mohawk took a measured and deliberate approach in bringing the product to market prior to launching a national marketing effort. Again, according to Mohawk, it goes back to protecting a storied brand. “We know Pergo has the best brand awareness in the industry, so doing this right was very important,” Sims explained. “There’s been quite a bit of patience on the part of the retail community who knows what the Pergo brand can do for them. The Edge conference was the start of it. We knew we had to partner with the right folks to launch this brand.”
A potent package
It was no accident that Mohawk chose to partner with Edge dealers to launch this initiative. To protect the brand, Mohawk realized it needed to exercise some control on how it was going to distribute the products. “Our Edge partners qualify as the best opportunity to promote our best products,” Sims said. “In our minds they have the most potential and are the ones who see the value in the partnering with Mohawk. So that was phase one—getting everyone on board with how this would roll out and what, exactly, was going into this product line.”
What ultimately ended up going into the line, according to Sims, was an expansive offering of 60 SKUs spanning four collections of trendy, high-end wood and stone visuals. Among them: Wood Originals—30 hardwood looks boasting genuine texture and multiple plank size options; Wood Enhanced—seven realistic visuals with added touches such as painted bevel and an embossed-in-register finish; Wood Wider Longer—five fashion-forward options offered in a 10 x 72 format; and Tile Options—an assortment of 15 stone pat- terns in three oversized tile sizes.
Pergo Extreme LVT is backed by strong benefits and warranties. Developed for families with active households, the Pergo Extreme collections are 100% kid-, pet- and water-proof, and they come with a Worry-Free for Life, No-Dent Warranty (lifetime residential warranty) and a 10-year medium commercial warranty.
“Sixty SKUs is a lot of product, even if you’re not adding a new display,” Sims explained. “It’s quite an undertaking—the designs, the samples and, now, the merchandising. These collections offer dynamic looks and dramatic patterns with unmatched characteristics and detail while providing homeowners with true worry-free living.”
In support of Edge dealers’ marketing efforts, Mohawk will be providing Five-Star point-of-purchase kits entailing high-end graphics, wall art, floor decals—all the things the dealer needs to promote the Go Bold campaign.