The Mohawk Anniversary Sale will run nine weeks beginning Sept. 14 through Nov. 15 at participating Mohawk aligned dealerships. In putting together the promotion, Mohawk surveyed more than 18,000 consumers, and decided on a no interest for 36 months consumer finance offer, special pricing on Mohawk's most popular products along with exclusive products for the sales event, and free cushion or underlayment with product purchase.
“We understand the retail climate that’s out there, and we have done our homework and made the investment necessary to give our retailers the best possible opportunity for extraordinary success,” said Manny Llerena, vp retail marketing for Mohawk. “Research tells us by combining these offers with the right national and local promotion, consumers are motivated to buy, even in today’s marketplace.”
In addition, the event will have a “Super Sale” period where even more discounts and buyer incentives can be offered. Llerena also noted that Mohawk has invested heavily in media and promotional support for the sale. This includes national television advertising on channels including HGTV, Style, DIY, A&E, Fine Living, Planet Green, TLC, Bravo, and the Food Network.
The media schedule has also been increased dramatically, with 2,300 more commercials set to run during the Mohawk Anniversary Sale than during the Mohawk Colors of Spring sale in March/April.
National consumer magazine advertising will also figure heavily in the promotion, including in Traditional Home, Natural Home, Country Living, Martha Stewart Living, Fabulous Floors, House Beautiful, Real Simple, Your Good House, and BH&G Remodel.
Mohawk will also implement a “never go dark” online strategy will features banner ads on six consumer websites, including Homeportfolio.com, HGTV.com, DI YNetwork.com, FineLiving.com, RealSimple.com, and MarthaStewart.com. In all, the online campaign will make more than 18 million impressions.
Participating dealers are now receiving the materials they need for the sale launch. To learn more, visit www.mohawktoday.com.
Mohawk Anniversary Sale features more advertising, consumer offers
September 10, 2009