Article Number: 4333
Mohawk Aligned Dealers Gearing Up For “Colors of Spring” National Sale
DALTON (March 27, 2009)—Once again, Mohawk and its aligned retailers are partnering to create a national selling event that has proven effective in building store traffic, significantly increasing sales, and strengthening the brand position of Mohawk aligned retailers.
Mohawk’s national spring sale, Colors of Spring, is being highly anticipated by participating Mohawk aligned dealers—many of whom have structured their own advertising and promotion plans in conjunction with the yearly event.
This is the sixth year that Mohawk has done national sales events with its aligned dealer networks. The events have helped many stores achieve double-digit percentage increases in sales over years before the national event. Mohawk aligned dealers (Mohawk Floorscapes, Mohawk ColorCenter and Mohawk Floorz stores) are participating in the Colors of Spring Sale.
“We have a strong history of success with Colors of Spring,” said Manny Llerena, Vice President of Retail Marketing for Mohawk. “We’ve worked with our dealers to improve and fine-tune the elements of this program, and each year we discover new ways to create business.”
The event, which will run March 29-May 3, will be supported with a variety of advertising and promotional tools, including:
• National cobranded television advertising on networks including HGTV, Fine Living, DIY, Plant Green, TLC, A&E, and Style.
• National print advertising in key consumer shelter publications, including House Beautiful, Elle Décor, Woman’s Day, Traditional Home, and Better Homes and Gardens Specialty Publications.
• A special finance offer with no payments and no interest until April 2010.
• A consumer sales incentive structured around Mohawk FloorCare Essentials that has been proven to build store traffic and help dealers close sales immediately.
• Exclusive local custom television spots featuring Mohawk Handyman and HGTV Star Chip
Wade. Dealers can order a specially tagged version of the spot for use in their local markets. Spots can be customized with store offers and other elements.
• Direct mail that can be customized by the store.
• Extensive Point of Purchase Kits designed to build excitement throughout the sale period, including materials that can decorate an entire store in a “Colors of Spring” theme.
• Online support, with promotion on HGTV, Fine Living, Home Portfolio.com and other sites plus, special dealer locator functions to drive online traffic to dealer stores and websites.
Llerena said that this year’s sale also has extra benefits for retail salespeople, with Mohawk’s acquisition of Wear-Dated.
“We are offering a multiple-tiered sales incentive program that lets RSAs earn rewards through both Mohawk Infinite Rewards and Wear-Dated’s Rewards for Life,” he said. “In fact, there are some styles where RSAs can earn as much as 70 points per square yard in the Infinite Rewards and Rewards for Life programs. Wear-Dated is one of the top five recognized consumer brands in the industry, and it is an added attraction to this year’s event.”
Llerena noted that many participating dealers have structured their own television, radio, print, and direct mail programs to coincide with the national sale. “Our dealers know from experience that the push we create at the national level translates into local sales when shoppers know which stores are involved,” he said. “In fact, in the past, some dealers have actually teamed up on media buys to get maximum impact for the sale.”
He said in one instance, multiple dealers in the Atlanta area worked together on a television and radio buy. By doing so, they received bigger rate discounts and bonus spots. The local cable and radio networks worked with the stores to rotate out tags, giving all stores more exposure than they could have created by themselves.
“Research by The Wall Street Journal and the Harvard Business Review shows that businesses which continue to advertise in down times gain market share over competitors who don’t promote. And when the economy recovers, they tend to keep the market share they gained, resulting in overall higher revenues,” Llerena said. “That’s one of the reasons Mohawk is remaining aggressive in supporting our dealers with this promotion.”
Mohawk aligned dealers receive a spectrum of support materials and services from the flooring manufacturer, including complete selling systems, merchandising, advertising and promotion, business services, discounts from aligned vendors, and other benefits. To learn more, see your Mohawk representative.
Mohawk’s national spring sale, Colors of Spring, is being highly anticipated by participating Mohawk aligned dealers—many of whom have structured their own advertising and promotion plans in conjunction with the yearly event.
This is the sixth year that Mohawk has done national sales events with its aligned dealer networks. The events have helped many stores achieve double-digit percentage increases in sales over years before the national event. Mohawk aligned dealers (Mohawk Floorscapes, Mohawk ColorCenter and Mohawk Floorz stores) are participating in the Colors of Spring Sale.
“We have a strong history of success with Colors of Spring,” said Manny Llerena, Vice President of Retail Marketing for Mohawk. “We’ve worked with our dealers to improve and fine-tune the elements of this program, and each year we discover new ways to create business.”
The event, which will run March 29-May 3, will be supported with a variety of advertising and promotional tools, including:
• National cobranded television advertising on networks including HGTV, Fine Living, DIY, Plant Green, TLC, A&E, and Style.
• National print advertising in key consumer shelter publications, including House Beautiful, Elle Décor, Woman’s Day, Traditional Home, and Better Homes and Gardens Specialty Publications.
• A special finance offer with no payments and no interest until April 2010.
• A consumer sales incentive structured around Mohawk FloorCare Essentials that has been proven to build store traffic and help dealers close sales immediately.
• Exclusive local custom television spots featuring Mohawk Handyman and HGTV Star Chip
Wade. Dealers can order a specially tagged version of the spot for use in their local markets. Spots can be customized with store offers and other elements.
• Direct mail that can be customized by the store.
• Extensive Point of Purchase Kits designed to build excitement throughout the sale period, including materials that can decorate an entire store in a “Colors of Spring” theme.
• Online support, with promotion on HGTV, Fine Living, Home Portfolio.com and other sites plus, special dealer locator functions to drive online traffic to dealer stores and websites.
Llerena said that this year’s sale also has extra benefits for retail salespeople, with Mohawk’s acquisition of Wear-Dated.
“We are offering a multiple-tiered sales incentive program that lets RSAs earn rewards through both Mohawk Infinite Rewards and Wear-Dated’s Rewards for Life,” he said. “In fact, there are some styles where RSAs can earn as much as 70 points per square yard in the Infinite Rewards and Rewards for Life programs. Wear-Dated is one of the top five recognized consumer brands in the industry, and it is an added attraction to this year’s event.”
Llerena noted that many participating dealers have structured their own television, radio, print, and direct mail programs to coincide with the national sale. “Our dealers know from experience that the push we create at the national level translates into local sales when shoppers know which stores are involved,” he said. “In fact, in the past, some dealers have actually teamed up on media buys to get maximum impact for the sale.”
He said in one instance, multiple dealers in the Atlanta area worked together on a television and radio buy. By doing so, they received bigger rate discounts and bonus spots. The local cable and radio networks worked with the stores to rotate out tags, giving all stores more exposure than they could have created by themselves.
“Research by The Wall Street Journal and the Harvard Business Review shows that businesses which continue to advertise in down times gain market share over competitors who don’t promote. And when the economy recovers, they tend to keep the market share they gained, resulting in overall higher revenues,” Llerena said. “That’s one of the reasons Mohawk is remaining aggressive in supporting our dealers with this promotion.”
Mohawk aligned dealers receive a spectrum of support materials and services from the flooring manufacturer, including complete selling systems, merchandising, advertising and promotion, business services, discounts from aligned vendors, and other benefits. To learn more, see your Mohawk representative.
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