Mohawk utilizes social media to drive retail traffic during fall sales event
Mohawk delivering savings and special financing opportunities to motivate consumers to purchase flooring during the annual Mohawk Anniversary Sale. The savings event began Sept. 26 and runs through Nov. 6 at Mohawk’s Floorscapes and ColorCenter retailers. To help boost awareness of the Mohawk Anniversary Sale and direct consumers to their local Aligned retailer, Mohawk is launching targeted social media programming to reach consumers on Pinterest, Instagram and Facebook.
“Social media is a great tool to reach today’s consumer and establish a personal connection,” said Jenny Nichols, director of retail marketing, Mohawk. “Our Pinterest and Facebook followers are highly engaged with the Mohawk brand, which is why we are tapping into those audiences in an aggressive way this year— in fact, we are the first in the industry to engage with consumers on Instagram. We want our aligned retailers to feel confident that we are using every tool available to drive traffic to their stores during the Mohawk Anniversary Sale event.”
As part of the fall sale, Mohawk is offering flooring for as low as $39 per month installed. There will be exciting opportunities for retail sales associates to earn increased Mohawk Infinite Rewards points during the sale, encompassing a top selection of Mohawk’s leading soft and hard surface products. Mohawk Infinite Rewards points can be redeemed for thousands of amazing prizes, ranging from gas cards, to iPads, to vacations, and even cash.
To help Floorscapes and ColorCenter retailers promote the annual sale in their local markets, Mohawk has created a comprehensive advertising tool kit, which includes customizable advertisements for print, direct mail, television, and radio. Mohawk is also supporting the sale with professionally designed point-of-purchase materials to reinforce the Mohawk Anniversary Sale savings opportunities in-store.
Mohawk’s Aligned retailers will also benefit from a strategic national media campaign, which coincides with the Mohawk Anniversary Sale and promotes the luxurious advantages of Mohawk’s exclusive SmartStrand Silk with DuPont Sorona carpet. Popular home shelter publications, including Traditional Home, Country Living, Family Circle, House Beautiful, HGTV Magazine, and Canadian House and Home, will feature the advertisements in their October issues, proclaiming “Now You Can Have Your Cake and Drop It, Too.” SmartStrand Silk will also be featured on The Better Show during the Mohawk Anniversary Sale, exposing viewers in 150 markets to this one-of-a-kind carpet. Mohawk Aligned retailers have full access to this footage, which they can add to their website and social media pages to maximize consumer impact during the Mohawk Anniversary Sale.
“The Mohawk Anniversary Sale is a great time for our Floorscapes and ColorCenter partners to go after new customers,” added Nichols. “We want this to be their biggest sales event ever, and we believe we have crafted a campaign that ensures success.”
For more information about the Mohawk Anniversary Sale, retailers should visit www.MohawkToday.com or contact their Mohawk sales representative.