Article Number: 2568
Shaw rolls out three-pronged fall marketing plan
Dalton—Shaw Industries has created a three-pronged fall advertising schedule specifically targeting the mill’s key female consumers. New print and television ads and the second annual area rug giveaway on shaw floors.com will provide powerful impressions that direct consumers to Shaw dealers this fall, noted Kathy Young, Shaw’s creative director.
A fashionable bedroom scene featuring the floral pattern Holland Park from Shaw’s Anso-branded Inspired Spaces Collection will be the featured image this fall, she noted. The product contains recycled content and is recyclable at Shaw’s Evergreen Nylon Recycling facility. The room will be seen in both print and television ads. In addition, Shaw will continue running its green print advertisement introduced in summer.
“The primary focus of our advertisements is to simplify the task of purchasing flooring,” Young said. However, the new ads also tout the message that today’s consumer doesn’t have to sacrifice beauty and style in order to purchase environmentally friendly flooring. Our goal is to deliver an environmentally-minded message in an inspiring, attainable way.”
This fall, Shaw print advertisements will appear in publications such as Better Homes and Gardens, Woman’s Day Remodeling and Makeovers, InStyle Home, Country Living, and Country Home.
TV commercials began airing in late September and will continue throughout the fall. Networks include: Discovery Home, (shows such as “Flip That House” and “Trading Spaces”), DIY, (shows such as “10 Things You Must Know” and “DIY Workshops”), and the Food Network, (shows such as “Emeril Live”)
“We have selected these publications and networks based on research that their audiences are directly in line with our customers,” said Buddy Bevil, Shaw’s director of marketing communications. “The mission this fall is to deliver consistent, quality impressions to our target consumer.”
Due to the success of last year’s rug giveaway on shawfloors.com, Shaw has reintroduced the promotion. The 2007 will end Nov. 24. After playing a short game on the Web site, consumers may register to win a rug. The company will award one every hour, everyday for 60 days—a total of 1,440 rugs.
For more information on Shaw’s ad campaign, call 706.278.3812.
A fashionable bedroom scene featuring the floral pattern Holland Park from Shaw’s Anso-branded Inspired Spaces Collection will be the featured image this fall, she noted. The product contains recycled content and is recyclable at Shaw’s Evergreen Nylon Recycling facility. The room will be seen in both print and television ads. In addition, Shaw will continue running its green print advertisement introduced in summer.
“The primary focus of our advertisements is to simplify the task of purchasing flooring,” Young said. However, the new ads also tout the message that today’s consumer doesn’t have to sacrifice beauty and style in order to purchase environmentally friendly flooring. Our goal is to deliver an environmentally-minded message in an inspiring, attainable way.”
This fall, Shaw print advertisements will appear in publications such as Better Homes and Gardens, Woman’s Day Remodeling and Makeovers, InStyle Home, Country Living, and Country Home.
TV commercials began airing in late September and will continue throughout the fall. Networks include: Discovery Home, (shows such as “Flip That House” and “Trading Spaces”), DIY, (shows such as “10 Things You Must Know” and “DIY Workshops”), and the Food Network, (shows such as “Emeril Live”)
“We have selected these publications and networks based on research that their audiences are directly in line with our customers,” said Buddy Bevil, Shaw’s director of marketing communications. “The mission this fall is to deliver consistent, quality impressions to our target consumer.”
Due to the success of last year’s rug giveaway on shawfloors.com, Shaw has reintroduced the promotion. The 2007 will end Nov. 24. After playing a short game on the Web site, consumers may register to win a rug. The company will award one every hour, everyday for 60 days—a total of 1,440 rugs.
For more information on Shaw’s ad campaign, call 706.278.3812.
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