Article Number : 991 |
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| Date | 4/13/2006 10:39:20 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=991 |
| Abstract | Dalton—Its that time of year when consumers break out of hibernation and hit the streets, so what better time to have a spring sales event. Mohawk Industries has unveiled a new national sales event “Passion for Flooring Fashion” along with new marketing elements... |
| Article | Dalton—Its that time of year when consumers break out of hibernation and hit the streets, so what better time to have a spring sales event. Mohawk Industries has unveiled a new national sales event “Passion for Flooring Fashion” along with new marketing elements. The sales event, which runs through April 22, will involve hundreds of Floorscapes, ColorCenter and Floorz locations across the country. “The Mohawk ‘Passion for Flooring Fashion’ logo will be seen on national television and in national consumer shelter magazines,” explained Manny Llerena, the mill’s vice president of retail marketing. “In preparation for the event, our dealers have decorated their stores and planned local ad campaigns to complement Mohawk’s national efforts.” Retailers who participate in the sales event will receive promotional and support materials such as a 24-month, no-interest consumer financing offer supported by national print and TV ads; preformatted TV ads which dealers can customize; P-O-P kits; ad kits; direct mail and private sale opportunities, including turn-key programs that manage lists and mailers; an “exclusive” mini-Web site (www. mohawk-makes-the-room.com) and retailer locator, and opportunities to earn Mohawk Rewards Plus points, to name a few. “Mohawk helps set the stage by focusing consumer attention on this special,” noted Llerena. “Retailers nationwide can capitalize in their local markets with P-O-P, local advertising and merchandising that results in more closes and higher average tickets. “Direct marketing is always a powerful tool, so we’ve introduced new ways for stores to market to specific locations and reach customers with pre-approved credit,” he said. “The goal is to give the dealer as much selling power as possible.” In addition, Mohawk’s Rewards Plus program “Smart Start to Spring” will coincide with its “Passion for Flooring Fashion” sales event. Retail salespeople can earn points per square yard for the company’s Wear-Dated carpet with Scotchgard Advanced Repel Technology and Kid Proof SmartStrand styles. A second promotion, “Advantage: Mohawk” will run from April 24 through June 17. It will also feature the mill’s Wear-Dated carpet with Scotchgard Advanced Repel Technology as well as other products. “Spring is a strong selling season and these promotions will tie into our national sale and other events,” noted Ed Williams, the mill’s senior vice president. “We are giving salespeople ways to take advantage of these with our Mohawk Rewards Plus earning periods, and we’re supporting our dealers by providing incentives to their sales staff. “Unlike many promotion programs which require redemption at the end of each promotion period,” he concluded, “Mohawk Rewards Plus lets salespeople continue to accumulate points throughout the year. This means they can earn bigger rewards.” A color catalog showcasing a variety of items participants can earn is available at www.mohawk-rewards.com. Points can also be redeemed for Mohawk flooring or its home products. To learn more about Mohawk’s sales events or its incentive programs, retailers should call their local sales reps or call the mill directly at 800/241-4900. —Kathlene Vercellino |