By Ken Ryan
HICKSVILLE, N.Y.—Breda Potter and Claude LaFond have extensive marketing backgrounds in the food and electrical industries, and they are bringing that expertise to flooring. Potter, the brand manager for Lauzon, and LaFond, the manager of promotions and communications, have created an innovative retail promotion designed to increase store traffic.

Beginning April 1 and lasting through May 31, Lauzon will be running The Art of Living spring promotion. More than $50,000 in prizes will be available to consumers during this “scratch and win” event, which will take place in 900 retail stores carrying Lauzon hardwood flooring. More dealers could be added, Potter said.

How it works: Scratch and win coupons will be handed out to consumers as they enter participating stores (no purchase is necessary). The coupons (Lauzon already has 100,000 printed up) will have instant rebates of $0.25, $0.50, $0.75 or $1 per square foot off Lauzon flooring purchased in each store.

Consumers can participate via the Internet by going to lauzonflooring.com and entering their name, address, phone number, email and participation number on the back of their scratch card, or they can mail it to the address on the coupon for a chance to win the grand prize: a one-week trip for two adults to the Club Med of their choice, a $5,000 value. Consumers can also get “virtual” scratch cards in the promotion coupon section on the Lauzon website.

Two 16 x 21.5-inch posters will be placed in each of the 900 retail stores, one in the window and the other on the Lauzon boutique.

Potter said this kind of “push-pull” promotion has worked in other industries, so why not flooring, she figured. “We’re getting a lot of calls about it. It shows our leadership, being innovative. “This is a new direction for Lauzon. We know scratch-and-win promotions drive traffic. We also want to make sure we capitalize on this time frame because spring is a key time of the year for retailers.”

Lauzon hopes the promotion will create yearlong momentum for its hardwood flooring products. To kick off the promotion, the company is advertising in several consumer magazines, including Elle Décor, Style at Home, and Canadian Homes and Cottages.

Retailers can also benefit. Lauzon is tracking its hardwood flooring purchases through retail stores during the year. If dealers meet specific goals they will be invited to join the Lauzon team for a one-week vacation at a Club Med.

Lauzon is also getting its distributors involved. Each rep is eligible to win a $1,000 gift certificate based on certain performance goals, Potter said.