Shaw Industries is gearing up for what it calls the largest promotion in its history, the Shaw Fall Flooring Event. Slated for Aug. 29 through Nov. 28, the sales event will include comprehensive national advertising, local marketing support, a Shawfloors.com sweepstakes event and retailer incentives. Additionally, in an aim to fully align Shaw's traditional sales events, the Kathy Ireland Fall Flooring Days promotion will be held in conjunction with the Shaw event.
“In the past, Shaw has offered several separate promotions during the spring and fall selling seasons. However, we are working today to align the components of the individual promotions in order to offer bigger and better events for Shaw retailers," said Reggie Newton, Shaw’s vice president of marketing.
As part of its national advertising campaign, Shaw said it would begin airing television spots on networks include HGTV and DIY starting this fall. Additionally, print ads are set to appear in 11 national shelter publications including Southern Living, Country Home and House Beautiful. Shaw predicts the campaign will net more than 350 million impressions.
To promote the sale, Shaw has sent retailers point-of-purchase kits that feature a range of selling materials including posters, display clips and pricing tags. Further materials are available on Shawadsource.com to create direct mailers, outdoor banners, newspapers ads, local TV spots and radio scripts.
To entice consumers, Shaw has set up the Shawfloors.com Sweepstakes. Thousands of consumers can compete online every day for a chance to win a range of flooring prizes. The prizes are set to include gift cards, $100 coupons, golden tickets and grand prizes. "Golden tickets" are special codes affixed to the $100 coupons that can win consumers additional gift cards. The grand prize is a $2,500 Shaw gift card. Participation in the contest is limited to Shaw Design Center, Shaw Flooring Alliance and Anso Premier Dealer retailers.
Shaw is also offering special retailer incentives. Sales associates can earn reward points on qualifying styles throughout the promotion. The salespeople can also earn bonuses as part of the Anso Capture the Spirit sales incentive. Additionally, dealers will receive a rebate of up to $75 a roll for every roll purchase of Anso nylon products. Also through the promotion, dealers can earn up to $800 in bonus co-op funds.
