Article Number : 838 |
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| Date | 1/30/2006 11:55:01 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=838 |
| Abstract | Orlando, Fla.—There were plenty of things for Mohawk’s ColorCenter dealers to smile about during their four days at convention here at the Gaylord Palms Resort, as the company let its retailers know, “We’ve Got the Goods,” in hopes that they, in turn, would let their customers know the same thing... |
| Article | Orlando, Fla.—There were plenty of things for Mohawk’s ColorCenter dealers to smile about during their four days at convention here at the Gaylord Palms Resort, as the company let its retailers know, “We’ve Got the Goods,” in hopes that they, in turn, would let their customers know the same thing. A tri-branding alliance among Mohawk, Solutia Wear-Dated and 3M Scotch-gard, which includes programs for carpet and hardwood (Scotchgard Protector Advanced Repel Technology); Designer’s Corner, a new cut loop collection of textures and patterns featuring tri-level construction; a new 7,000-sq.-ft. ColorCenter Elite showroom (in addition to a 3,000-sq.-ft. and 5,000-sq.-ft.); an all-new offering of soft olefins featuring six solid color patterns; new products added to the Heavenly Colors collection, and a three-step wood refinishing system were just a few of the new products and programs being offered by the mill. Optiback, Mohawk’s new soft backing system, was also introduced to the ColorCenter dealers, as was several new products from laminate vendor, Quick-Step. Advertising campaigns for the spring/ fall also debuted. Several workshops, seminars and networking opportunities were also available to the more than 900 dealers who attended the event. A total of more than 2,000 people were on hand for the convention, which opened in grand style during the general session with a presentation by Luma, an entertainment troupe which employs different forms of light, and artist Michael Israel. “We continue to see the improvement of the quality of the ColorCenter dealers who are coming to convention,” said Manny Llerena, vice president of retail marketing for Mohawk. “There is a great audience we are finding at this show which seems to improve each year. What we continue to strive for is, to get the dealer to focus on ways to improve his business, to improve on the number of closings per visit, to improve his gross margins and higher ticket average. We continue to bring them programs and packages that will help do this. “There is a big push at this convention to have the members take the plunge and become full-fledged Elite dealers,” he explained. “We know in retailing there is a need to always change the way you look, change the way you do things. We continue to bring in proprietary products not found in other programs as well as educational programs, all to get them to focus on the sales side of the business. “The dealers are slowly gaining a bigger sense of the need to have branding become an important element of their stores and the way that they sell,” said Llerena. “We believe the local dealer has done a great job in their marketplace. They are known for their services. But there is something very special when a consumer walks in and suddenly the breadth of a brand [is evident], with the trust and confidence level of the environment of that store. I think the dealers are really beginning to grasp that whole concept and understanding.” “The Scotchgard on the hardwood flooring is a big deal,” said Ed Williams, senior vice president of marketing for Mohawk. “Regarding the branding and signage, it sounds like it’s our story, but there are several retailers here who will tell you it has made a big difference in their businesses. When I hear that, it makes me feel real good. How many retailers do you ride by and you don’t really know what they sell. I don’t know if they’ve got laminate or wood or ceramic. So, we are giving them a way to brand their store, and also, let the consumer know what they have in there. It sounds simple, but you’ve got to get them in the door.” Kathy Cline, business development specialist, agreed with Williams, and said, “The big thing is the window graphics. Basically, it’s about the co-branding. We’re trying to get the message across. When we spend all this money on national advertising and say, ‘Visit your local ColorCenter store,’ consumers are not going to know you are a ColorCenter store unless you put signage up. People have been asking us for it. We’ve developed this package. It’s on sale here at the show. Everybody walking up has been wanting it.” “One of the things that has really stuck out this year is the branding,” said Todd Wright, owner of Carpet Smart in Centerton, Ark., a brand new ColorCenter Elite dealer. “You see a little more of the co-branding together. That is exciting and will help us to get the word out to our customers. Branding is huge for us. I want people to recognize my company name, so it helps that I can also identify with my customer who has come in to visit with me because she has recognized my name, that she feels comfortable with the brands that I deal with. That is very exciting for me. “With Scotchgard, you see the co-branding once again,” he ex-plained. “When you see the Scotchgard name with the hardwood flooring, it’s big. To be able to mention Scotchgard with Mohawk. Those are two huge names our customers identify with.” “One of the things I’m definitely interested in is the Floorcare Essentials vans, the dust systems,” said Jeff Clark, owner of Nu-Floors in Tuscaloosa, Ala. “Also, being able to see the various updated products allows us to have an edge. The advertising also helps us. We can get back and plan our local advertising. It’s a real benefit to come down here and see what Mohawk is going to be doing nationally, so we can tie into that.” “We’re redoing our en-tire showroom,” said Bob Baker of Kennesaw Flooring in Kennesaw, Ga., “so we’re going into the Elite program. Our ColorCenter store is three years old and we still have many of the old black displays. Everything is going into the wood displays. We’ve got quite a large showroom, so it makes sense for us to do something totally different and unique. It will give us more integrated marketing. It offers a cleaner, more consistent showroom look. Mohawk has marketing tools built right into the showroom. They are making selling simpler. “There are also many new products that have come out that I like.” he explained. “The soft olefins for one. It will help both Mohawk and us compete in an area we have been unable to compete in. “The co-branding is all about consumer confidence,” Baker concluded. “Consumers have confidence in certain things they have recognized all their lives. So, co-branding those recognizable features and having Mohawk make a heavy push in marketing on those features, it gives consumers instant confidence when they walk inside our door, or when they see our ad.” —Louis Iannaco |