DALTON—To help its aligned retailers gain more sales during the fall selling season, Mohawk has upped the ante for its annual Anniversary Month promotion with stronger national support and more local tools than ever before.

Running Sept. 28 through Nov. 1, the promotion emphasizes some of the mill’s exclusive products, including Smart-Strand carpet made with renewably sourced DuPont Sorona polymer and Mohawk hardwood with Scotchgard Protector Advanced Repel Technology.

Manny Llerena, vice president of retail marketing, noted all Mohawk products—carpet, hardwood, laminate, ceramic and others—are included in the sale. “Consumers can take advantage of special financing with no payments and no interest until January 2010, and retailers can customize sale materials with discounts and offers that work best for their local market areas.”

Working together

Making sure that retailers who participate in the sale, of which more than 90% of those eligible— Floorscapes, Color-Center and Floorz—did last year, get the full benefit of Mohawk’s national marketing he said “retailer customization is something we have worked on closely with our dealer advisory boards over the last year, and this promises to make the sale even more productive.”

Why? “Mohawk Anniversary Month works so well because it’s a coordinated program between Mohawk on a national level and our retailers in their local markets,” Llerena explained. “It’s a tremendous example of effective co-branding— the power of the Mohawk name being used in conjunction with the reputation of quality flooring retailers, resulting in significant sales.”

As part of its national support, he said the company is not backing down because of a slow economy. Rather retailers can expect to see a 300% increase in TV spending, with over 1,200 additional national TV spots, three times more rating points, and a 76% reach of targeted flooring consumers.

In addition, the company is backing up the promotion with the following:

• Expansive Internet marketing, including an anniversary sale message that appears with any flooring-related search, and a special sale landing page that guides consumers to local dealers.

• An insert program with Traditional Home magazine— the largest upscale shelter publication— that offers a free Mohawk FloorCare Essentials package via an online offer.

• A complete collection of customizable dealer sales materials, including print ads, radio spots, circulars, direct mail, and TV and Web spots featuring Chip Wade from HGTV’s hit show, “Designed To Sell.”

• Exclusive product offerings and special pricing during the promotion period.

The Anniversary Month sale, Llerena said, “is one more reason why floor covering retailers participate in Mohawk’s aligned dealer programs. Our mission is to create the products and programs retailers need to increase their sales and profitability [and this is just one example of the many benefits that are offered].”

Some of the other benefits aligned dealers have, he added, include exclusive products, state-of-the art merchandising and selling systems, free training from Mohawk University, state-of-the-art business management systems, custom publications, exclusive national sales events, special finance offers, and a comprehensive marketing and advertising program.

“Our aligned programs have given retailers all over the nation the ability to take their stores to the next level,” Llerena concluded. “Many re-port double-digit percentage increases in sales over previous years.” Part of the reason has to do with events such as the Anniversary Month sale, where “some stores have recorded sales of over $100,000 in a single day.”

To learn more about Mohawk’s Anniversary Month promotion or its aligned dealer programs, call 877.275.6642.