Mohawk, in conjunction with major consumer publications like Traditional Home and Renovation Style, participated in four large consumer shows this season, including the Capital Home & Garden Show in Washington, D.C.; the Minneapolis Home & Garden Show; the Great Big Texas Home Show in Dallas, and the Denver Home Show. More than 200,000 people attended these shows collectively, and Mohawk used the events to help launch its Colors of Spring National Sale, support local retailers, and educate consumers on new flooring options.
Special emphasis was placed on promoting SmartStrand carpet made with DuPont Sorona renewably sourced polymer, and highlighting its stain resistance, durability, and styling options. Mohawk also gave away free samples of Mohawk FloorCare Essentials, and showcased a variety of new hard surface and laminate flooring options. Mohawk branded red carpet covered all front entrances, welcoming consumers to the show.
Mohawk celebrity spokespeople Taniya Nayak and Chip Wade were on hand, participating in panel discussions and conducting interviews with local television, radio stations and newspapers. For the Dallas show, a new celebrity presenter, Nichole Curtis of the DIY Network’s “Rehab Addict” represented Mohawk, talking about the SmartStrand Sorona carpet she put in her own home.
“This was a great opportunity to create visibility for our Colors of Spring National Sale and promote our innovative, differentiated products,” said David Duncan, vp marketing. “Our messages from the shows are still being circulated in a variety of media. We were able to concentrate on consumers who are primed to make buying decisions, and give them compelling reasons to choose Mohawk.”