Article Number: 4303
Spring is green again for Shaw, Mill to run biggest promotion in its history
DALTON—Flowers are blooming and bees (and dragon flies) are buzzing. In coordination with Shaw Industries’ second sponsorship of the 2009 HGTV Green Home Giveaway, the company is launching its biggest promotion yet, “Spring is Green.”
This spring, the environment is transforming on the outside, and Shaw is looking to change consumers’ inside environments with aggressive messaging centered on budget-friendly and eco-friendly flooring. The promotion began March 1 and ends June 7.
Spring is Green will feature national television, print and online advertising, including a $200 off all Shaw flooring consumer coupon, as well as retailer incentives and in-store support which follows through on the company’s WIC (Web, in-store, consumer) marketing model.
“During the challenging business climate, offering our retailers relevant tools to better their business is invaluable,” said Reggie Newton, Shaw’s vice president of residential marketing. “From updated national advertisements with inspirational room scene pictures to the doubling of the shawfloors.com promotion coupon amount to our comprehensive POP kit shipped to thousands of storefronts, Shaw is going the extra mile in order for our retailers to have the tools necessary to drive traffic, close sales and, ultimately, succeed.”
To aid retailers in preparing for Spring is Green, an in-depth promotional guide was mailed to dealers. From local advertising materials to roll incentives to Anso nylon bonus co-op opportunities to Shaw Rewards, the guide is a detailed one-stop resource, noted Newton. Additionally, the guide offers colorful visuals of promotional support and more information regarding the components described below.
“Spring is Green” is a multifaceted campaign. Its components include:
• HGTV Green Home—Shaw is once again the exclusive flooring provider and sponsor for the HGTV Green Home Giveaway. HGTV is building its second annual green home in Tradition, Fla., a dynamic, master-planned community located in the heart of one of America’s fastest-growing regions—St. Lucie County—along Florida’s Treasure Coast. One lucky winner will receive the fullyfurnished, custom-built 2009 HGTV Green Home this spring.
Viewers can enter to win the home and grand prize package during the HGTV Green Home Giveaway 2009, from April 17 to June 5. Fans can get a virtual tour of the home on HGTV.com beginning in April, followed by a televised tour during the “HGTV Green Home 2009” special on Sunday, April 19, at 8 p.m.
In 2008, the HGTV Green Home Giveaway received 21 million entries. Aside from the overwhelming participation in the giveaway, Shaw experienced a significant spike in visits to the company’s consumer Web site, shaw floors.com, as well as increased momentum and excitement throughout the company’s sales channels and, most importantly, retailer channels.
As the awareness around green living strengthens, the company is expecting an even bigger spike in 2009, noted Newton. “Spring is Green” POP kits will feature product tags designed for the eco-friendly carpet, hardwood, and tile and stone featured in the 2009 HGTV Green Home Giveaway.
• National Advertising—Combined with the success of Shaw’s exclusive category sponsorship of the 2009 HGTV Green Home Giveaway along with national advertising and promotion efforts, “Spring is Green” is a powerful force in driving consumers to Shaw retailers. Television spots started March 7 on the following networks: DIY, TLC and HGTV.
The national print campaign will appear in the following publications throughout the spring: Country Living, Sunset, Traditional Home, Southern Living, House Beautiful, Special Interest Publications and more.
• Local Marketing Support— Shaw is offering retailers a wealth of in-store and local advertising materials, which coordinate with the company’s national “Spring is Green” look and messaging. On shawadsource.com, retailers will find newspaper ads, customizable direct mail, TV spots, radio scripts and may order outdoor banners and other materials. All materials offer the same modern green-toned colors, trademark dragonfly and design in order to aid retailers in creating an attractive and cohesive retail environment.
All POP kits include: One two-sided standee; one two-sided poster; price tags; carpet header tags; hard surface PPG tent magnets; product feature tags; for HGTV Green Home styles; hard surface feature tags, and an overview sheet of other tools available on the Web site.
Visit shawadsource.com or ansoadvantage.com for more information.
• Shawfloors.com Consumer Coupon—For the third consecutive season, Shaw will be offering a consumer coupon on the company’s successful Web site, shaw floors.com. Starting March 1, consumers may download coupons for $200 off all Shaw flooring, including the company’s recyclable Anso nylon and ecofriendly Epic hardwood.
This spring, Shaw has doubled the amount of the coupon. According to Newton, the increased coupon amount might sway a consumer who has been hesitant to purchase due to the economy. Participation in the shaw floors.com coupon program is limited to Shaw Design Center, Shaw Flooring Network and Anso Premier Dealer retailers only.
To register, visit www.shawfloors.com/retaileragreement.
• Retailer Incentives—From credit buydowns to Anso retailer roll incentives, the company is making it easy to sell Shaw this spring. Plus, shawrewards.com and “Shaw Me the Money” offer enhanced rewards in all carpet, rugs and hard surfaces during “Spring is Green” for all Shaw retailers and double on carpet and rugs for Shaw Flooring Network retailers.
In addition to Shaw Rewards, sales associates can earn bonuses with Anso Capture the Spirit sales incentives. For those dealers and retail sales associates buying and selling Anso products this season, there is something extra special. Dealers will receive a rebate of up to $100 per roll on every roll purchase of Anso products. Furthermore, dealers can earn up to $800 in bonus co-op funds.
For more information or to register your sales team, visit shawrewards.com and ansoCTS.com.
This spring, the environment is transforming on the outside, and Shaw is looking to change consumers’ inside environments with aggressive messaging centered on budget-friendly and eco-friendly flooring. The promotion began March 1 and ends June 7.
Spring is Green will feature national television, print and online advertising, including a $200 off all Shaw flooring consumer coupon, as well as retailer incentives and in-store support which follows through on the company’s WIC (Web, in-store, consumer) marketing model.
“During the challenging business climate, offering our retailers relevant tools to better their business is invaluable,” said Reggie Newton, Shaw’s vice president of residential marketing. “From updated national advertisements with inspirational room scene pictures to the doubling of the shawfloors.com promotion coupon amount to our comprehensive POP kit shipped to thousands of storefronts, Shaw is going the extra mile in order for our retailers to have the tools necessary to drive traffic, close sales and, ultimately, succeed.”
To aid retailers in preparing for Spring is Green, an in-depth promotional guide was mailed to dealers. From local advertising materials to roll incentives to Anso nylon bonus co-op opportunities to Shaw Rewards, the guide is a detailed one-stop resource, noted Newton. Additionally, the guide offers colorful visuals of promotional support and more information regarding the components described below.
“Spring is Green” is a multifaceted campaign. Its components include:
• HGTV Green Home—Shaw is once again the exclusive flooring provider and sponsor for the HGTV Green Home Giveaway. HGTV is building its second annual green home in Tradition, Fla., a dynamic, master-planned community located in the heart of one of America’s fastest-growing regions—St. Lucie County—along Florida’s Treasure Coast. One lucky winner will receive the fullyfurnished, custom-built 2009 HGTV Green Home this spring.
Viewers can enter to win the home and grand prize package during the HGTV Green Home Giveaway 2009, from April 17 to June 5. Fans can get a virtual tour of the home on HGTV.com beginning in April, followed by a televised tour during the “HGTV Green Home 2009” special on Sunday, April 19, at 8 p.m.
In 2008, the HGTV Green Home Giveaway received 21 million entries. Aside from the overwhelming participation in the giveaway, Shaw experienced a significant spike in visits to the company’s consumer Web site, shaw floors.com, as well as increased momentum and excitement throughout the company’s sales channels and, most importantly, retailer channels.
As the awareness around green living strengthens, the company is expecting an even bigger spike in 2009, noted Newton. “Spring is Green” POP kits will feature product tags designed for the eco-friendly carpet, hardwood, and tile and stone featured in the 2009 HGTV Green Home Giveaway.
• National Advertising—Combined with the success of Shaw’s exclusive category sponsorship of the 2009 HGTV Green Home Giveaway along with national advertising and promotion efforts, “Spring is Green” is a powerful force in driving consumers to Shaw retailers. Television spots started March 7 on the following networks: DIY, TLC and HGTV.
The national print campaign will appear in the following publications throughout the spring: Country Living, Sunset, Traditional Home, Southern Living, House Beautiful, Special Interest Publications and more.
• Local Marketing Support— Shaw is offering retailers a wealth of in-store and local advertising materials, which coordinate with the company’s national “Spring is Green” look and messaging. On shawadsource.com, retailers will find newspaper ads, customizable direct mail, TV spots, radio scripts and may order outdoor banners and other materials. All materials offer the same modern green-toned colors, trademark dragonfly and design in order to aid retailers in creating an attractive and cohesive retail environment.
All POP kits include: One two-sided standee; one two-sided poster; price tags; carpet header tags; hard surface PPG tent magnets; product feature tags; for HGTV Green Home styles; hard surface feature tags, and an overview sheet of other tools available on the Web site.
Visit shawadsource.com or ansoadvantage.com for more information.
• Shawfloors.com Consumer Coupon—For the third consecutive season, Shaw will be offering a consumer coupon on the company’s successful Web site, shaw floors.com. Starting March 1, consumers may download coupons for $200 off all Shaw flooring, including the company’s recyclable Anso nylon and ecofriendly Epic hardwood.
This spring, Shaw has doubled the amount of the coupon. According to Newton, the increased coupon amount might sway a consumer who has been hesitant to purchase due to the economy. Participation in the shaw floors.com coupon program is limited to Shaw Design Center, Shaw Flooring Network and Anso Premier Dealer retailers only.
To register, visit www.shawfloors.com/retaileragreement.
• Retailer Incentives—From credit buydowns to Anso retailer roll incentives, the company is making it easy to sell Shaw this spring. Plus, shawrewards.com and “Shaw Me the Money” offer enhanced rewards in all carpet, rugs and hard surfaces during “Spring is Green” for all Shaw retailers and double on carpet and rugs for Shaw Flooring Network retailers.
In addition to Shaw Rewards, sales associates can earn bonuses with Anso Capture the Spirit sales incentives. For those dealers and retail sales associates buying and selling Anso products this season, there is something extra special. Dealers will receive a rebate of up to $100 per roll on every roll purchase of Anso products. Furthermore, dealers can earn up to $800 in bonus co-op funds.
For more information or to register your sales team, visit shawrewards.com and ansoCTS.com.
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