Mohawk is gearing up for Mohawk Anniversary Month, the company's flagship fall selling event, running Sept. 28 through Nov. 1. This year's event will include enhanced advertising tools for dealers, the company said, including triple the TV spending, new web promotions, and custom dealer ad materials.
The TV spending includes "over 1,200 additional national TV spots, three times more ratings points, and a 76 percent reach of targeted flooring consumers," Mohawk noted. Manny Llerena, vp retail marketing for Mohawk, said the combination of national and targetted local ads will help raise awareness of the event.
"We have partnered with award-winning Banner Marketing to give retailers incredible flexibility in tailoring their local ad materials to their markets," Llerena said. "Local 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."
The event will also feature expansive Internet marketing (an
Anniversary Sale message that appears with flooring related searches,
and a sale landing page that guides consumers to local dealers), an
insert program with Traditional Home magazine
offering a free Mohawk FloorCare Essentials package via an online
offer, and a collection of customizable dealer sales materials
featuring Chip Wade from HGTV's Designed To Sell
show.
Additionally, the sales event offers consumers
no payment or interest on purchases until January 2010, as well as
exclusive product offerings and special pricing for dealers the company
said.
"Our mission is to create products and
programs retailers need to increase their sales and profitability,"
Llerena noted.
