The newBlissFlooring.comwebsite is the centerpiece of Beaulieu’s dealer support strategy in 2011. Created from the customer’s viewpoint, the site is designed to engage, entertains and educate consumers about the brand and helps them locates their nearest Bliss dealer.
The company unveiled the website during the recent Surfaces 2011 show in Las Vegas. “People sometimes stood two to three rows deep to get a look at our new website on display in the booth,” said Patricia Flavin, svp marketing.
Driving customers to the new site is an aggressive online advertising and search engine optimizing campaign. Also new this year is an advertising website for Bliss dealers to download professionally produced ads, flyers, direct mail and broadcast spots that are production-ready. Retail advertising expertise is also available to Bliss dealers via a toll-free hotline.
Also available to dealers is deeply discounted TV advertising, including spot packages in their local market on HGTV, DIY and Food Network; as well as new POP materials creating “Magic Fresh Zones” for Beaulieu’s new Magic Fresh Collection of odor reducing carpet.
“Never before has Beaulieu created the tools and the programs to support its dealers like we have in 2011,” said Jeff Meadows, Beaulieu of America's cmo. “We’ve pulled out all the stops.”
Also brought back is Beaulieu’s popular American Express Gift Card incentive program that rewards a $200 card for every 200 yards of qualifying carpet to qualified dealers.