Mohawk's sixth annual national spring sale, Colors of Spring, is running now through May 3. Designed for aligned dealers, including those participating in the Mohawk Floorscapes, ColorCenter and Floorz programs, the sales event will be promoted with point of purchase materials, online support and a range of national advertising on cable channels and print advertising in consumer shelter publications. Colors of Spring will also feature "no payments and no interest until April 2010" finance offer and a consumer sales incentive.
“We have a strong history of success with Colors of Spring,” said Manny Llerena, vp retail marketing for Mohawk. “We’ve worked with our dealers to improve and fine-tune the elements of this program, and each year we discover new ways to create business.”
He noted with Mohawk's recent acquisition of Wear-Dated, this year’s sale will feature extra benefits for retail salespeople. “We are offering a multiple-tiered sales incentive program that lets RSAs earn rewards through both Mohawk Infinite Rewards and Wear-Dated’s Rewards for Life,” he said. “In fact, there are some styles where RSAs can earn as much as 70 points per square yard in the Infinite Rewards and Rewards for Life programs.”
Llerena said that many participating dealers have structured their own television, radio, print, and direct mail programs to coincide with the national sale. “Our dealers know from experience that the push we create at the national level translates into local sales when shoppers know which stores are involved,” he said. “In fact, in the past, some dealers have actually teamed up on media buys to get maximum impact for the sale.”
The national campaign is set to include advertising on networks including HGTV, Fine Living, DIY, Plant Green, TLC, A&E and Style. Print advertising is set for House Beautiful, Elle Décor, Woman’s Day, Traditional HomeandBetter Homes and Gardens Specialty Publications.