Article Number : 3601 |
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| Date | 9/3/2008 6:37:07 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3601 |
| Abstract | DALTON (August 26, 2007)—Mohawk’s annual Fall sales event, “Mohawk Anniversary Month,” is the most effective promotion of the year for many Mohawk aligned dealers. And this year, Mohawk is giving dealers stronger national support and more local tools for success... |
| Article | DALTON (August 26, 2007)—Mohawk’s annual Fall sales event, “Mohawk Anniversary Month,” is the most effective promotion of the year for many Mohawk aligned dealers. And this year, Mohawk is giving dealers stronger national support and more local tools for success. Mohawk’s national sale, which runs from September 28 through November 1, is backed with: • A 300% increase in TV spending, with over 1,200 additional national TV spots, three times more rating points, and a 76% reach of targeted flooring consumers • Expansive internet marketing, including an Anniversary Sale message that appears with any flooring related search, and a special sale landing page that guides consumers to local dealers • An insert program with Traditional Home magazine (the largest upscale shelter publication) that offers a free Mohawk FloorCare Essentials package via an online offer • A complete collection of customizable dealer sales materials, including print ads, radio spots, circulars, direct mail, and TV and web spots featuring Chip Wade from HGTV’s hit TV show, “Designed To Sell” • A Special Finance Offer to increase dealer closing rates and average ticket sales • Exclusive product offerings and special pricing during the promotion. “”Mohawk Anniversary Month” works so well because it’s a coordinated program between Mohawk on a national level and our retailers in their local markets,” said Manny Llerena, Vice President of Retail Marketing. “It’s a tremendous example of effective co-branding—the power of the Mohawk name being used in conjunction with the reputation of quality flooring retailers, resulting in significant sales.” Sale materials are emphasizing Mohawk-exclusive products, including SmartStrand® carpet made with renewably sourced DuPont™ Sorona® polymer and Mohawk hardwood with Scotchgard™ Protector Advanced Repel Technology. All Mohawk products—carpet, hardwood, laminate, ceramic, and others—are included in the sale. Consumers can take advantage of financing with no payments and no interest until January 2010, and retailers can customize sale materials with discounts and offers that work best for their local market areas. “We have partnered with award-winning Banner Marketing to give retailers incredible flexibility in tailoring their local ad materials to their markets,” Llerena said. “Local retailer customization is something we have worked on closely with our Dealer Advisory Boards over the last year, and this promises to make the sale even more productive.” More than 90 percent of Mohawk’s aligned dealers (Mohawk Floorscapes, Mohawk ColorCenter, and Mohawk Floorz stores) participate in the “Mohawk Anniversary Month” sales event, with many reporting double digit percentage increases in sales over previous years. Some stores have recorded sales of over $100,000 in a single day during the event. Llerena said that “Mohawk Anniversary Month” is one more reason why floor covering retailers participate in Mohawk’s aligned dealer programs. “Our mission is to create the products and programs retailers need to increase their sales and profitability,” Llerena said. “Our Mohawk Floorscapes, ColorCenter, and Floorz aligned programs have given retailers all over the nation the ability to take their stores to the next level.” Mohawk Aligned Dealers are part of one of the oldest and most comprehensive co-branding programs in the history of the flooring industry. Aligned retailers get a variety of benefits, including exclusive products, state-of-the art merchandising and selling systems, free training from Mohawk University, networking with many of North America’s best flooring dealers, state-of-the-art business management systems, custom publications, national sales events exclusive to aligned dealers, special finance offers, and a comprehensive marketing and advertising program. To learn more about “Mohawk Anniversary Month” or Mohawk’s Aligned Dealer program, see your Mohawk representative or call 1-877-ASK-MOHAWK. |