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September 2, 2010

Shaw announces 2010 fall flooring event promotion

Submitted by Shaw Industries

Shaw Floors announces the launch of the company’s successful fall promotion model, Fall Flooring Event 2010. Beginning September 24 and ending November 8, Shaw’s annual fall promotion is designed to assist retailers by generating store traffic and increasing sales through a four-phased marketing approach including national advertising, local marketing support, Shawfloors.com instant win sweepstakes, retailer incentives and consumer savings on Shaw floors. The Shawfloors.com instant win and sweepstakes will award a flooring makeover grand prize to one lucky consumer and a Shaw flooring coupon to all entrants. Plus, every registered retailer will have his or her store information listed on the popular Shawfloors.com Retailer Locator during the promotional period.

A recent retailer survey conducted by Shaw reflected registered retailers were very satisfied with the contents of the company’s 2010 Spring is Green campaign. “These findings ensure we are on the right path to partnership with retailers, delivering consistency into their stores to draw consumers in,” said Kathy Young, creative services director. “With our enhanced POP materials, coupled with national and local advertising efforts, Shaw is consistently leading consumer interest and delivering ready-to-purchase shoppers to the retailer.”

To prepare for the 2010 Fall Flooring Event, registered retailers will receive an in-depth planning guide. From local advertising materials, to roll incentives, to Anso® nylon co-op opportunities, the guide is a detailed one-stop resource. Additionally, the guide offers oversized, colorful visuals of promotional support and full detail of the components described below.

National advertising

Shaw’s aggressive fall marketing campaign can be a powerful force in driving consumers to Shaw retailers. This fall, Shaw enhances television spots on networks such as HGTV and TLC, adding Food Network and Style to reach a broader, home-centric audience. Additionally, Shaw will be featured in leading consumer publications like House Beautiful and Traditional Home. Additionally, online banner ads will appear on web sites like DIYNetwork.com, HGTV.com and other sites that attract millions of home improvement enthusiasts each year. A simple click on the banner ads will lead consumers to Shawfloors.com to play the sweepstakes and get a coupon.

Local marketing support

In September, registered retailers will receive point-of-purchase kits including standees, posters, display clips, pricing tags and more. Additionally, ShawAdSource.com and AnsoAdvantage.com offer a wealth of materials available now to coordinate with campaign visuals and messaging including customizable direct mailers, outdoor banners, newspaper advertisements, TV spots and radio scripts. In order to assist retailers in creating an attractive and cohesive retail environment, all materials offer the fashionable fall colors of plum and aqua, featuring Floora the Owl, the Fall Flooring Event mascot who was welcomed last fall.

Registered retailers should visit Shawadsource.com or Ansoadvantage.com for advertising materials.

Shawfloors.com sweepstakes

Thousands of consumers will compete every day at Shawfloors.com for instant-win flooring prizes of their choice. The instant win and sweepstakes game on Shawfloors.com, named “Improve My Nest” allows consumers to play for the flooring makeover grand prize, flooring gift cards, Shaw Living area rugs and more. Consumers may enter once a day, every day. Every consumer will receive a coupon that can drive business to retailer’s stores.

Retailer incentives

From credit buy downs to Anso® nylon retailer roll incentives, the company is making it easier to sell Shaw floors this fall. Plus, Shawrewards.com and Capture the Spirit™ offer enhanced rewards during the Shaw Fall Flooring Event including an opportunity through Shaw Rewards for six retail sales associates to win a cruise for two. Participating retail sales associates can earn reward points on qualifying styles throughout the promotion.  Shaw Flooring Network participants can claim rewards in both programs.

For those retailers buying Anso nylon products this season, there is something extra special. Retailers will receive a rebate on most roll purchases of Anso nylon products. Furthermore, retailers can earn bonus co-op funds for Anso Advantage Accounts.

Additional incentives abound for Shaw Flooring Network retailers, including an additional rebate on select Shaw hardwood only they can offer to consumers. Retailers should contact their Shaw territory manager for more details.

Retail Sales Associates can visit Shawrewards.com and ansoCTS.com for more information and to register.

Visit www.shawfloors.com for more information.

 

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