During Shaw’s recent winter markets, the company introduced Shaw Ad Studio, an online dealer resource that offers customized print ads, banners, and store signage, as well as access to media buying specialists. Ads are pre-approved for co-op, and dealers can simply submit the ad and required documentation to be reimbursed.
“Professionally designed ads and POP can be customized with dealer information, sent to the printer, and paid for with the dealer’s accrued co-op funds,” said LaShon McGinnis, Shaw residential marketing manager. She notes that the site offers a broad range of POP, including posters, standees, home show flyers, and outdoor banners, and dealers can receive their orders in 7 to 10 business days.
A key benefit of the program is the dealer’s access to media specialists. These consultants will make custom media buys based on the retailer’s market and budget and recommend high-quality placements that focus on targeted consumers’ viewing habits, according to Shaw.
“The media specialists target a retailer’s specific needs as opposed to bulk buying or recommendations from local media reps who exclusively promote their own programs, which may not be in the best interest of the retailer,” added McGinnis. Media specialists will place traditional advertising such as newspaper, magazine, radio, TV, and online, as well as nontraditional advertising like sponsoring local sports teams.
“The media team will take care of everything from negotiation to co-op approval, to payment and claiming co-op reimbursement,” McGinnis noted, adding that negotiated discounts average 25-40% off rate cards. The media services team also provides other services, such as assistance with ad creation, custom logos and maps, and resizing and customizing ads.
Shaw Ad Studio is available to all Shaw dealers, but Shaw Flooring Network and HGTV HOME Flooring by Shaw retailers are expected to be the biggest users. “These retailers are typically the most engaged in advertising, and they take full advantage of the Shaw Advantage co-op advertising program,” McGinnis says.
In addition to the markets, Shaw is promoting the program through field personnel, newsletters, and dealer websites. Shaw Flooring Network retailers can access Shaw Ad Studio viashawflooringnetwork.com.All other retailers can access the site throughshawadvantage.com.
Shaw Ad Studio launched at markets
March 8, 2012