Article Number: 3582
Shaw launches largest promo in company history - Includes consumer, retail incentives
DALTON—To get more consumers into specialty retailer stores, Shaw Industries announced the company’s largest promotion to date. The four-phased marketing approach includes national advertising, local marketing support, a consumer sweepstakes and retailer incentives.
The Shaw Fall Flooring Event kicks off Aug. 29 and runs through Nov. 28 and incorporates all of Shaw’s major promotions in one campaign, said Reggie Newton, vice president of marketing. “In the past, Shaw has offered several separate promotions during the spring and fall selling seasons. However, we have aligned the components of the individual promotions in order to offer bigger and better events for Shaw retailers.”
Doing this, he added, makes the Fall Flooring Event “the company’s biggest and best promotion to date.”
At the heart of the promotion is a national online only sweepstakes that allows consumers to compete every day at shawfloors.com and instantly win flooring prizes of their choice.
The “Falling for Floors” campaign allows consumers to play for the prize product category of choice, including carpet, area rugs, hardwood, laminate and tile. There are four tiers of prizes for the instant win game, including gift cards, $100 coupons, golden tickets and grand prizes totaling $2,500. Consumers may enter once a day, everyday.
More than 600 winners will receive either a free rug or product gift card when they play and win the online game. A $100 off coupon will be offered to all consumers who play the game. All coupons are personalized with contact information of participating retailers. Additionally, each $100 coupon will have a unique code, with 10 of them being special Golden Tickets that can be turned into gift cards—if consumers go to a participating store and learn they are a winner. Plus, each online entry will give players the chance to win the grand prize $2,500 Shaw gift card.
As part of the effort to align its promotions, the popular Kathy Ireland Fall Flooring Days will be run in conjunction with Shaw’s overall fall event. From Aug. 29 to Oct. 17, consumers will be offered 18 months no payments/same as cash.
Special Kathy Ireland Fall Flooring Event’s POP kits can be special ordered at shawadsource.com.
To ensure consumers are aware of the various promotions, Newton said Shaw will “continue to be aggressive.” This fall, TV spots will air on networks such as HGTV and DIY, while print advertisements will appear in 11 national publications including Southern Living, Sunset, Country Living, Country Home and House Beautiful. “Our national advertising campaign will achieve over 350 million consumer impressions. Plus, the shawfloors.com sweepstakes will reach over 100,000 unique visitors a week.”
Retail incentives
Retailers will not only enjoy additional traffic from the consumer campaigns but get to cash in on the rewards as well.
“From credit buy downs to Anso nylon roll incentives,” Newton said, “we are making it easy to sell Shaw this fall.”
Plus, the company is offering enhanced rewards during the event at shawrewards.com. Participating retail sales associates can earn reward points on qualifying styles throughout the promotion (visit the Web site for a complete list of qualifying styles). In addition to Shaw Rewards, sales associates can earn bonuses when they participate in the Anso Capture the Spirit sales incentive.
For those buying and selling Anso products this season, Newton said there is something extra special. Dealers will receive a rebate of up to $75 a roll on every purchase of Anso products. Furthermore, dealers can earn up to $800 in bonus co-op funds.
To get retailers prepared for the upcoming event, he said Shaw sent out an in-depth guide explaining the campaign’s various components. In addition, POP kits including posters, display clips, pricing tags and more were sent to dealers. Additionally, shawadsource.com and ansoadvantage.com have materials available to coordinate with campaign visuals and messaging including customizable direct mailers, outdoor banners, newspaper advertisements, TV spots and radio scripts.
“All materials offer the same warm colors and stylish design in order to aid retailers in creating an attractive and cohesive retail environment,” Newton explained.
Gary Vuozzo of Direct Carpet Sales in Mission Viejo, Calif., said the Shaw Fall Flooring Event could not have come at a better time. “With the current economic conditions, marketing support from manufacturers such as Shaw is more important than ever. This event is full of valuable materials that will aid my business in driving traffic and generating excitement.”
Newton noted participation in the shawfloors.com sweepstakes is limited to Shaw Design Center, Shaw Flooring Alliance and Anso Premier Dealer retailers only.
To register or for more information on the fall promotional event, visit shawfloors.com/retaileragreement.
The Shaw Fall Flooring Event kicks off Aug. 29 and runs through Nov. 28 and incorporates all of Shaw’s major promotions in one campaign, said Reggie Newton, vice president of marketing. “In the past, Shaw has offered several separate promotions during the spring and fall selling seasons. However, we have aligned the components of the individual promotions in order to offer bigger and better events for Shaw retailers.”
Doing this, he added, makes the Fall Flooring Event “the company’s biggest and best promotion to date.”
At the heart of the promotion is a national online only sweepstakes that allows consumers to compete every day at shawfloors.com and instantly win flooring prizes of their choice.
The “Falling for Floors” campaign allows consumers to play for the prize product category of choice, including carpet, area rugs, hardwood, laminate and tile. There are four tiers of prizes for the instant win game, including gift cards, $100 coupons, golden tickets and grand prizes totaling $2,500. Consumers may enter once a day, everyday.
More than 600 winners will receive either a free rug or product gift card when they play and win the online game. A $100 off coupon will be offered to all consumers who play the game. All coupons are personalized with contact information of participating retailers. Additionally, each $100 coupon will have a unique code, with 10 of them being special Golden Tickets that can be turned into gift cards—if consumers go to a participating store and learn they are a winner. Plus, each online entry will give players the chance to win the grand prize $2,500 Shaw gift card.
As part of the effort to align its promotions, the popular Kathy Ireland Fall Flooring Days will be run in conjunction with Shaw’s overall fall event. From Aug. 29 to Oct. 17, consumers will be offered 18 months no payments/same as cash.
Special Kathy Ireland Fall Flooring Event’s POP kits can be special ordered at shawadsource.com.
To ensure consumers are aware of the various promotions, Newton said Shaw will “continue to be aggressive.” This fall, TV spots will air on networks such as HGTV and DIY, while print advertisements will appear in 11 national publications including Southern Living, Sunset, Country Living, Country Home and House Beautiful. “Our national advertising campaign will achieve over 350 million consumer impressions. Plus, the shawfloors.com sweepstakes will reach over 100,000 unique visitors a week.”
Retail incentives
Retailers will not only enjoy additional traffic from the consumer campaigns but get to cash in on the rewards as well.
“From credit buy downs to Anso nylon roll incentives,” Newton said, “we are making it easy to sell Shaw this fall.”
Plus, the company is offering enhanced rewards during the event at shawrewards.com. Participating retail sales associates can earn reward points on qualifying styles throughout the promotion (visit the Web site for a complete list of qualifying styles). In addition to Shaw Rewards, sales associates can earn bonuses when they participate in the Anso Capture the Spirit sales incentive.
For those buying and selling Anso products this season, Newton said there is something extra special. Dealers will receive a rebate of up to $75 a roll on every purchase of Anso products. Furthermore, dealers can earn up to $800 in bonus co-op funds.
To get retailers prepared for the upcoming event, he said Shaw sent out an in-depth guide explaining the campaign’s various components. In addition, POP kits including posters, display clips, pricing tags and more were sent to dealers. Additionally, shawadsource.com and ansoadvantage.com have materials available to coordinate with campaign visuals and messaging including customizable direct mailers, outdoor banners, newspaper advertisements, TV spots and radio scripts.
“All materials offer the same warm colors and stylish design in order to aid retailers in creating an attractive and cohesive retail environment,” Newton explained.
Gary Vuozzo of Direct Carpet Sales in Mission Viejo, Calif., said the Shaw Fall Flooring Event could not have come at a better time. “With the current economic conditions, marketing support from manufacturers such as Shaw is more important than ever. This event is full of valuable materials that will aid my business in driving traffic and generating excitement.”
Newton noted participation in the shawfloors.com sweepstakes is limited to Shaw Design Center, Shaw Flooring Alliance and Anso Premier Dealer retailers only.
To register or for more information on the fall promotional event, visit shawfloors.com/retaileragreement.
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