DALTON— Shaw Industries recently embarked on another comprehensive national promotion, the 2009 Fall Flooring Event. This year, the mill opened up registration to all retailers and nearly 10,000 have signed on as of press time.

The promotion, which ends Nov. 30, is designed to assist retailers in generating store traffic and increasing sales through a targeted four-phased marketing approach:

• National advertising

• Local marketing support

• Internet. An instant win and sweepstakes at shawfloors.com

• Retailer incentives

The shawfloors.com promotion will award one $5,000 flooring makeover grand prize and a $200 coupon for Shaw flooring to all entrants. Plus, every registered retailer will have his store information listed on the shawfloors.com dealer locator during the promotional period.

“Going four seasons strong, Shaw is focused on an aggressive, targeted marketing strategy through our national promotion vehicles— Spring is Green and Fall Flooring Event,” said Reggie Newton, vice president of marketing. “Retailers across the country are discovering the value in Shaw’s promotional marketing engine as we combine national advertising, Web components and in-store support.”

According to Shaw, its 2008 Fall Flooring Event was a huge success. Over 140,000 consumers registered on shawfloors.com and more than 600 winners received prizes from the online sweepstakes. Online advertising efforts earned 40 million impressions on sites such as HGTV.com, thisoldhouse.com and weatherchannel.com, which led to a 215% increase in Web site traffic. Also, the mill saw a massive 360% increase in the number of online coupons generated as well as over $100,000 in awarded Shaw flooring gift cards spent.

To prepare retailers for the 2009 event, an in-depth guide was mailed to all tiers of Shaw retailers. From local advertising materials to roll incentives to Anso nylon coop opportunities, the guide is a detailed one-stop resource, Newton explained. It also offers oversized, colorful visuals of promotional support and more information regarding the components such as: national advertising, local marketing support, Kathy Ireland promotions, online marketing, retailer incentives and more.

National advertising

Shaw’s aggressive fall marketing campaign can be a powerful force in driving consumers to Shaw retailers, he noted. This fall, TV spots will air on networks such as DIY, HGTV and TLC. Print ads will appear in numerous national publications, including Southern Living, Sunset, Traditional Home and House Beautiful. Shaw’s fall national advertising campaign is expected to achieve over 350 million impressions.

Additionally, online banner ads will appear on Web sites like DIYnetwork.com, HGTV.com and other sites that attract millions of home improvement enthusiasts each year, Newton noted. A simple click on banner ads will lead consumers to shawfloors.com to play the sweepstakes and get a coupon. The sweepstakes alone is expected to generate over 150,000 visitors a week.

Local marketing support

Last month, nearly 10,000 retailers received P-O-P kits, including standees, posters, display clips, pricing tags and more. Additionally, shawadsource.com now offers materials to coordinate with campaign visuals and messaging, including customizable direct mailers, outdoor banners, newspaper advertisements, TV spots and radio scripts. This year, Shaw is also offering many customizable advertising materials in Spanish. Newton said all materials offer the fashionable colors of chocolate brown and aqua in order to assist retailers in creating an attractive and cohesive retail environment.

Shawfloors.com sweepstakes

Thousands of consumers are expected to compete every day at shawfloors.com for instant win flooring prizes of their choice. The instant win and sweepstakes game, named “Improve My Nest,” allows consumers to play for the $5,000 flooring makeover grand prize, $500 flooring gift cards, Shaw Living area rugs and more. Every consumer will receive a $200 coupon that can “drive business to retailers’ stores,” he said.

Retailer incentives

From credit buy downs to Anso roll incentives, the company is making it easier to sell Shaw this fall. Plus, shawrewards.com offers enhanced rewards during the Shaw Fall Flooring Event. Participating retail sales associates can earn reward points on qualifying styles throughout the promotion, and Shaw Flooring Network accounts can earn double or more. Qualifying carpet styles include Anso, Evertouch, N6, Tuftex, EcoSolution Q, ClearTouch and select Shaw Living styles. In addition to Shaw Rewards, sales associates can earn bonuses when they participate in the Anso Capture the Spirit sales incentive program.

For retailers and sales associates buying and selling Anso products this season, Shaw is offering something extra special. Dealers will receive a rebate of up to $100 per roll on every Anso roll purchase. Also, retailers can earn up to $800 in bonus co-op funds. Additional incentives are available for Shaw Flooring Network members, such as carpet and pad specials as well as tile and stone rebates.

In its effort to fully align Shaw promotions and events, the Kathy Ireland Fall Flooring Days will be executed in conjunction with the manufacturer’s overall fall event. Kathy Ireland Home customers will enjoy 12 months no payments/same as cash during the promotion.

Last month, Kathy Ireland POP kits shipped to registered retailers. Kathy Ireland Fall Flooring Event advertising materials are available now on shawadsource.com.

“Shaw’s national promotions, like the Fall Flooring Event, make it easier for retailers to draw consumers to their showrooms,” said Melissa Murphy, design center manager at Johnston Paint & Decorating in Columbia, Mo. “Shaw’s national advertising efforts have increased consumer traffic to our store. The consumer recognizes Shaw’s brand name now more than ever before.”

For more information on Shaw’s various promotions, call 706.275.1792.