Mohawk is gearing up for its annual Colors of Spring flooring sales event, running March 29 to May 3 for Mohawk Aligned Dealers. This year's event will feature a strong national advertising schedule, multiple financing options, and a consumer rebate that provides a strong incentive to buy immediately, according to the company.
“We’re seeing dealers who are very excited about this year’s event,” said Manny Llerena, vp retail marketing. “They’re seeing upturns in business, and they think the Colors of Spring sale is a great opportunity to bring people in during the industry’s proven peak selling season.”
The Colors of Spring sale has three key incentive components:
For the first time ever, Mohawk is offering retailers their choice of finance offers, giving retailers the power to customize their sale. Dealers can choose from No Interest, Equal Pay for 12, 24, and/or 36 months, along with an aggressive buydown rate.
Brand new this year, Mohawk is offering a consumer rebate of up to $300 on select Mohawk Wear-Dated products and Mohawk hardwoods featuring Scotchgard Protector Advanced Repel Technology.
Mohawk is also offering special pricing on a variety of products, allowing retailers to give consumers exceptional value for their money.
Llerena said that 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 corresponding local advertising programs.
Among the sale components are: national television support on channels including HGTV, DIY, A&E, Fine Living, Planet Green, and TLC; and national consumer magazine advertising support in Traditional Home, Natural Home, Country Living, Martha Stewart Living, Fabulous Floors, House Beautiful, Real Simple, Better Homes and Gardens, and Family Circle.
Additionally, Colors of Spring will include a “never go dark” online strategy that features banner ads on five major consumer websites including Homeportfolio.com, HGTV.com, and MyHomeIdeas.com; the ability to customize Mohawk’s national TV spot and print ad for use in local markets; bonus retail sales associate incentives through Mohawk Infinite Rewards; expanded, comprehensive point-of-purchase and merchandising kits; and customizable ad kits that include newspaper, radio, circulars, direct mail, and even on-hold messages for retailers to use on a local level.
“There’s an opportunity in the marketplace to build business. But to get it, retailers have to be active and aggressive. We’ve structured the Colors of Spring Flooring Sale so that our dealers will have all the elements they need to bring people in and get them to buy,” Llerena said.
Participating dealers are now receiving the materials they need for the sale launch. To learn more, visit www.mohawktoday.com.