One of the ways laminate mills are trying to help retailers is by getting their products in front of where consumers are looking. Whether it is print ads in shelter and special interest magazines; commercials and sponsorships on popular national home improvement and decorating TV shows, or ads and promotions on the Internet, laminate manufacturers are continuing to promote and market their products.

“ Pergo is continuing our highly effective ‘Pergo the Dog’ campaign this fall,” noted George Kelley, the company’s CEO. “Eye-catching print advertisements are currently appearing in popular home- and lifestyle-focused consumer magazines such as Better Homes & Gardens, Family Circle, Food & Wine, Fresh Home and American Lifestyle.”

In addition, Kelley said TV ads are running on both cable and local network programming and online advertising is appearing on high-traffic Web sites, such as Oprah.com, HGTV.com, DIYnetwork.com, iVillage.com and BHG.com. “An aggressive PR campaign highlighting the benefits of purchasing genuine Pergo flooring also is under way.”

At Shaw, “laminate is a very important part” of the company’s Fall Flooring Event, which continues to run through Nov. 1 ( FCNews Sept 14/21), explained Reggie Newton, vice president of marketing.

Along with a $200 coupon that is good on all types of Shaw floors, he said, “We love laminate so much, we’re giving it away during the huge sweepstakes we are running on shawfloors.com.” During this time, consumers can win $500 Hard Surfaces gift cards with one lucky grand prize winner receiving $5,000 in Shaw flooring.

And, Shaw Network Alliance members get the added benefit of credit buy-downs on select laminate products. Milton Goodwin, vice president of Armstrong’s laminate business, said the company has partnered with Abbey and its two buying groups— Abbey Carpet & Floor and Floors To Go—on a national event that runs through Nov. 15 and benefit Gilda’s Club Worldwide, a nonprofit cancer support organization named in memory of comedian Gilda Radner (FCNews, Sept. 14/21).

Designed to help increase store traffic and build laminate flooring sales during the key fall selling season, he explained when a consumer purchases Armstrong laminate at an Abbey or Floors To Go store, a portion of the proceeds will be donated to Gilda’s Club.

A special Web site, armstrong.com/laminatesale, has been set up for consumers to locate information about participating Abbey and Floors To Go retailers.

Ads featuring Armstrong’s running tagline, “It Only Looks Like The Real Thing,” will continue to illustrate “the extraordinary realism of Armstrong’s laminate floors” and feature professional look-a-likes of well-known celebrities, Goddwin said. To support the campaign with Abbey, ads will include a look-alike of Radner.

—Matthew Spieler