DALTON (September 27, 2010)— What drives a consumer to make a purchase? Mohawk dug deep to find answers in developing its biggest national sale of the year.
The Mohawk Anniversary Sale runs this year from October 1 through November 15 at participating Mohawk Aligned Dealerships. Mohawk tapped into consumer research that investigated what appeals to consumers in an ultra-competitive marketplace—and what ultimately makes them buy.
Based on this, Mohawk crafted two aggressive rebates for its national sale, and coupled them with a strong consumer finance offer, national advertising, an internet coupon for free merchandise, and a festive point-of-purchase kit that dealers can build their own in-store promotions around.
“When consumers feel like they are getting an exceptional value, they are more likely to buy because they are comfortable with their purchase. With this year’s Anniversary Sale, Mohawk is giving your customers what they are looking for—great value and the incentives they need to buy today,” said
Manny Llerena, Vice President of Retail Marketing.
Llerena said that the sale components include:
• An up to $300 rebate for SmartStrand® with DuPont™ Sorona® carpet purchases
• An up to $150 rebate on Mohawk laminate purchases
• A 24 months equal pay, no interest consumer finance offer, with a credit buydown for retailers
• An online coupon for a free
Mohawk FloorCare Essentials Kit with purchase
• Special pricing on many of Mohawk’s most popular products
• Special Retail Sales Associate incentives through Mohawk Infinite Rewards, the industry’s most popular rewards program.
• Point-of-purchase materials with festive, colorful themes that retailers can customize and supplement with their own in-store promotions and events (in fact, Mohawk is holding a contest for the most innovative and creative dealer events tied to the sale)
• National television on channels including HGTV, DIY, A&E, Fine Living, Planet Green, and TLC
• Free professional television spots that aligned dealers can customize for local use
• National consumer magazine advertising in Traditional Home, Natural Home, Country Living,
Martha Stewart Living, Fabulous Floors,
House Beautiful, Real Simple, Your Good House, and BH&G Remodel.
• A comprehensive campaign of ad materials including television, direct mail, print, and radio that can be customized for local use
• A “never go dark” online strategy that features banner ads on six consumer websites, including Homeportfolio.com, HGTV.com, DIYNetwork.com, FineLiving.com, and RealSimple.com
“Our dealers have reported strong results with our Anniversary Sale in the past,” Llerena said. “In fact, many say it’s their most effective selling period of the year. This year, we’ve giving dealers even more tools to make this sale a resounding success.”
Participating dealers are now receiving the materials they need for the sale launch. To learn more, visit www.mohawktoday.com.
