Article Number: 4925
Mohawk’s anniversary sale largest ever, Campaign based on results of consumer survey
DALTON—Before deciding on incentives for its annual Anniversary Sale, Mohawk Industries took the time to invest in some intensive consumer research—and came away with several critical insights.
The Mohawk Anniversary Sale, which runs this year for nine weeks (up from six weeks in years past), started Sept. 14 and continues through Nov. 15 at participating Mohawk aligned dealerships. The sale is built on the findings of a research project in which more than 18,000 consumers were surveyed to determine what gets them into a store and what it takes to get them to make a purchase once in that store.
In all, more than 25 promotional offers were evaluated and the top three incorporated into the Mohawk Anniversary Sale. “We’re not exaggerating when we say this is our biggest national sale ever—and the biggest sale in company history,” said Manny Llerena, vice president of retail marketing for Mohawk. “We understand the retail climate that’s out there, and we have done our homework and made the investment necessary to give our retailers the best possible opportunity for extraordinary success.”
Llerena said the sale has three key consumer incentive components:
1. A no-interest-for-36-months consumer finance offer.
2.Special pricing on many of Mohawk’s most popular products, plus some exclusive products introduced just for this sales event.
3. Free cushion or underlayment with each product purchase.
In addition, the event will have a “Super Sale” period where additional discounts and buyer incentives can be offered. “Research tells us by combining these offers with the right national and local promotion, consumers are motivated to buy, even in today’s marketplace,” Llerena said, adding the mill has invested heavily in media and promotional support for the sale.
There are several components being offered to retailers during Mohawk’s Anniversary Sale. The first includes national television advertising on channels including HGTV, Style, DIY, A&E, Fine Living, Planet Green, TLC, Bravo and the Food Network. “The media schedule has been increased dramatically,” he noted, “as there will be more than 2,300 more commercials run during the Mohawk Anniversary Sale than aired during the Colors of Spring sale earlier this year.”
On the print side, national consumer magazine advertising will be placed in Traditional Home, Natural Home, Country Living, Martha Stewart Living, Fabulous Floors, House Beautiful, Real Simple, Your Good House and BH&G Remodel.
A “never go dark” online strategy will be employed that features banner ads on six consumer Web sites, including Homeportfolio.com, HGTV .com, DIYNet work.com, Fine Living.com, RealSimple.com, and Martha Stewart.com. In all, the online campaign will make more than 18 million impressions.
Also, special retail sales associate incentives will be utilized through the Mohawk Infinite Rewards program. Individual products can earn RSAs as much as 50 Infinite reward points per square yard.
Customizable advertising kits will also be offered, including direct mail options, circulars, newspaper ads—including a version of the national print ad which can be run in local markets—radio scripts, TV spots and on-hold messaging, as well as point-of-purchase and merchandising kits.
“Many of our dealers have said the Mohawk Anniversary Sale is their strongest selling period of the year,” Llerena said. “This year, we’ve giving retailers even more tools to make this sale a resounding success.”
For more information about the Anniversary Sale event, contact your local sales rep or call 706.272.4961.
The Mohawk Anniversary Sale, which runs this year for nine weeks (up from six weeks in years past), started Sept. 14 and continues through Nov. 15 at participating Mohawk aligned dealerships. The sale is built on the findings of a research project in which more than 18,000 consumers were surveyed to determine what gets them into a store and what it takes to get them to make a purchase once in that store.
In all, more than 25 promotional offers were evaluated and the top three incorporated into the Mohawk Anniversary Sale. “We’re not exaggerating when we say this is our biggest national sale ever—and the biggest sale in company history,” said Manny Llerena, vice president of retail marketing for Mohawk. “We understand the retail climate that’s out there, and we have done our homework and made the investment necessary to give our retailers the best possible opportunity for extraordinary success.”
Llerena said the sale has three key consumer incentive components:
1. A no-interest-for-36-months consumer finance offer.
2.Special pricing on many of Mohawk’s most popular products, plus some exclusive products introduced just for this sales event.
3. Free cushion or underlayment with each product purchase.
In addition, the event will have a “Super Sale” period where additional discounts and buyer incentives can be offered. “Research tells us by combining these offers with the right national and local promotion, consumers are motivated to buy, even in today’s marketplace,” Llerena said, adding the mill has invested heavily in media and promotional support for the sale.
There are several components being offered to retailers during Mohawk’s Anniversary Sale. The first includes national television advertising on channels including HGTV, Style, DIY, A&E, Fine Living, Planet Green, TLC, Bravo and the Food Network. “The media schedule has been increased dramatically,” he noted, “as there will be more than 2,300 more commercials run during the Mohawk Anniversary Sale than aired during the Colors of Spring sale earlier this year.”
On the print side, national consumer magazine advertising will be placed in Traditional Home, Natural Home, Country Living, Martha Stewart Living, Fabulous Floors, House Beautiful, Real Simple, Your Good House and BH&G Remodel.
A “never go dark” online strategy will be employed that features banner ads on six consumer Web sites, including Homeportfolio.com, HGTV .com, DIYNet work.com, Fine Living.com, RealSimple.com, and Martha Stewart.com. In all, the online campaign will make more than 18 million impressions.
Also, special retail sales associate incentives will be utilized through the Mohawk Infinite Rewards program. Individual products can earn RSAs as much as 50 Infinite reward points per square yard.
Customizable advertising kits will also be offered, including direct mail options, circulars, newspaper ads—including a version of the national print ad which can be run in local markets—radio scripts, TV spots and on-hold messaging, as well as point-of-purchase and merchandising kits.
“Many of our dealers have said the Mohawk Anniversary Sale is their strongest selling period of the year,” Llerena said. “This year, we’ve giving retailers even more tools to make this sale a resounding success.”
For more information about the Anniversary Sale event, contact your local sales rep or call 706.272.4961.
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