For the seventh straight year, Mohawk and its aligned retailers are partnering to create the “Colors of Spring” national selling event, designed to build store traffic, increase sales, and strengthen the brand position of Mohawk aligned retailers. The sale runs April 1 through May 7 for Mohawk Floorscapes and ColorCenter retailers.
For 2011, The Colors of Spring Sale offers a combination of limited-time consumer incentives: A consumer rebate of up to $300 on the purchase of Mohawk SmartStrand with DuPont Sorona, Mohawk EverStrand, and Mohawk CustomWeave Wear-Dated carpet styles; a consumer finance offer of 24 months/no interest on all Mohawk flooring, with an aggressive buydown rate for retailers; special pricing on a range of hard surface products; and free customizable TV spots from Mohawk to all retailers wanting to support the sale with a local television advertising schedule.
Manny Llerena, Mohawk's vp retail marketing, 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 Pre-Roll spots on HGTV.com and DIYNetwork.com; and national consumer magazine advertising support in consumer publications includingCountry Living, House Beautiful, Real Simple, Sunset, Martha Stewart Living, Family Circle, Traditional HomeandRenovation Style.
Also included is a “never go dark” online strategy that features ads on major consumer websites including Homeportfolio.com, HGTV.com, and MyHomeIdeas.com; along with new Facebook advertising. Mohawk estimates that the online program will generate more than two million consumer impressions in April.
Other features are customizable ad kits that include newspaper, circulars, direct mail, even on-hold messages for retailers to use on a local level; bonus retail sales associate incentives through Mohawk Infinite Rewards; and comprehensive point-of-purchase and merchandising kits.
“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 Mohawk aligned dealers will have all the elements they need to bring people in and get them to buy,” Llerena said.
For more information, contact your Mohawk sales representative or visitwww.mohawktoday.com.