In conjunction with Shaw’s third sponsorship of the HGTV Green Home Giveaway, Shaw is again launching the Spring is Green promotion, running April 16 through June 7. Spring is Green will feature national television, print and online advertising, including a $200 off Shaw Flooring consumer coupon, as well as retailer incentives, enhanced POP Kits and in-store support which follows through on the company’s WIC (web, in-store, consumer) marketing model.
According to Shaw’s Vice President of Marketing Reggie Newton, Shaw is dedicated to executing two national promotions per year, named Fall Flooring Event and Spring is Green. “Going into our fifth season, the national promotions are working for Shaw retailers. Our consumer research proves that today’s consumer is more concerned about price, value and warranty than ever before - she is simply looking to get the best product for the best price. Spring is Green 2010 is about giving her the incentive to purchase,” said Newton. “We’re meeting her on networks like HGTV, driving her to Shawfloors.com to download the coupon and delivering the ready-to-purchase consumer to Shaw retailers. It’s a model that’s working - and the positive retailer response is overwhelming.”
An in-depth Promotional Guide was recently mailed to retailers, covering a range of topics including local advertising materials, roll incentives, Anso nylon bonus co-op opportunities, and Shaw Rewards.
Spring is Green is a multi-faceted campaign that includes:
HGTV Green Home
Shaw is once again the exclusive flooring sponsor for the HGTV Green Home Giveaway. HGTV is building its third annual “green” home in The Pinehills, an innovative master-planned community located in Plymouth, Mass. One lucky winner will receive the fully-furnished, custom-built 2010 HGTV Green Home this spring.
Viewers can enter for their chance to win the home and grand prize package during the 2010 HGTV Green Home Giveaway, from April 16-June 4. Fans can get a virtual tour of the home on HGTV.com beginning in April, followed by a televised tour during the HGTV Green Home 2010 special on Sunday, April 18 at p.m. ET/PT.
In 2009, the HGTV Green Home Giveaway received nearly 17 million entries. Aside from the overwhelming participation in the giveaway, during the giveaway, Shaw experiences a significant spike in visits to the company’s consumer web site,shawfloors.com. As the awareness around green living strengthens, the company is expecting an ever bigger spike in 2010, according to Newton.
Spring is Green POP Kits will feature product tags designed for the eco-friendly carpet, hardwood and tile & stone featured in the 2010 HGTV Green Home Giveaway.
Television spots start in April on HGTV. Additionally, the Shaw national print campaign will appear throughout the spring in publications including:Country Living, BHG Better Living, Coastal Living, Traditional Home, Southern Living, House Beautifuland special interest publications.
Local Marketing Support
OnShawAdSource.com, retailers will find newspaper ads, customizable direct mail, TV spots, radio scripts and more. All materials offer the same modern green-toned colors with nature-inspired background, trademark dragonfly and stylish design in order to aid retailers in creating an attractive and cohesive retail environment. The POP kits have been enhanced for 2010 and include one two-sided standee, two two-sided posters, price tags, carpet header tags, hard surface display tent magnets, product feature tags for HGTV Green Home styles, hard surface feature tags, one outdoor banner 4'X6 and 4 outdoor stake signs and an overview sheet of other tools available on shawadsource.com.
Shawfloors.com Consumer Coupon
For the fifth year in a row, Shaw will be offering a consumer coupon onshawfloors.com. Starting April 16, consumers may download coupons for $200 off qualifying Shaw flooring, including the company’s recyclable Anso nylon and eco-friendly Epic hardwood. New in 2010, coupons can be redeemed on qualifying Anderson Hardwood Flooring products. Participation in the shawfloors.com coupon program is limited registered retailers only.
From credit buy downs to Anso nylon retailer roll incentives, the company is making it easy to sell Shaw this spring.ShawRewards.comand the new Capture the Spirit program offers enhanced rewards in carpet, rugs and hard surfaces during Spring is Green for registered Shaw retailers. Visitshawrewards.comandansoCTS.comfor more information or to register your sales team.
Shaw gears up for Spring is Green sales event
March 2, 2010