DALTON—The outdoor environment is changing, and this spring Shaw is looking to change consumers’ indoor environments as ell with aggressive national television, print and Web advertising and, for retailers, the Spring is Green promotion.
“Shaw is eager to promote great incentives on our eco-friendly products as consumers learn more about recyclable
Anso- randed carpets and environmentally friendly Epic hardwoods,” said Reggie Newton, Shaw’s vice president of marketing. “And, we’re giving retailers the right tools to attract ready-to-purchase consumers via the national consumer advertising campaign and our Spring is Green promotional incentives.”
Shaw’s spring television advertising kicks off on HGTV March 24 with attention-grabbing and environmentally focused commercials highlighting a stylish patterned carpet from the company’s recyclable Anso offerings. In addition, another television ad will highlight Epic hardwood within a vintage-inspired kitchen set. The rooms will also be seen in print advertisements.
Shaw advertisements will appear in the following publications: Better Homes and Gardens: Kitchen & Bath Ideas, Better Homes and Gardens: Renovation Style, Domino, Woman’s Day: Kitchens and Baths, Woman’s Day Remodeling and Makeovers, Country Living, Country Home, Metropolitan Home, Traditional Home,
House Beautiful, Southern Living and Sunset.
“We’ve selected to partner with the HGTV network and these consumer publications because research proves their readers and viewers are in line with Shaw’s target consumer,” said Buddy Bevil, Shaw’s director of marketing communications. “This lineup of focused advertising efforts will increase Shaw brand recognition and, ultimately, drive sales at retail throughout the spring.”
In addition to television and print, Shaw will also have a prominent advertising presence online, which began March 3. Shaw’s online advertising will be featured throughout HGTV.com with additional concentration of banners in the popular Rate My Space section and the Green Home section of the site, which includes a virtual tour of the home. Plus, Shaw ads will be featured throughout DIYNetwork.com with an additional concentration of advertising in the Home Improvement section.
The Spring is Green promotion is the “icing on the cake,” according to Newton. It will offer retailer and retail salespeople incentives on Shaw recyclable carpets and eco-friendly hardwoods such as Anso, Evertouch and Epic. The promotion started March 1 and will end June 9. All participating retailers will be receiving the same comprehensive POP kits to promote the program. POP and signage will feature messaging such as, “Save money andthe environment with eco-friendly flooring from Shaw.”
For more on Shaw and its Spring is Green promotion, call 706.275.1792.
