The Mohawk Anniversary Sale is set for Oct. 1 through Nov. 15 at participating Mohawk aligned dealers. To help prepare for the sales event, Mohawk tapped into consumer research that investigated what appeals to consumers in an ultra-competitive marketplace, and what ultimately makes them buy.
Based on this, Mohawk crafted two aggressive rebates for its national sale, and coupled them with a strong consumer finance offer, national advertising, an Internet coupon for free merchandise, and a festive point-of-purchase kit that dealers can build their own in-store promotions around.
“When consumers feel like they are getting an exceptional value, they are more likely to buy because they are comfortable with their purchase. With this year’s Anniversary Sale, Mohawk is giving your customers what they are looking for: Great value and the incentives they need to buy today,” said Manny Llerena, vp retail marketing.
Sales components include an up to $300 rebate for SmartStrand with DuPont Sorona carpet purchases; an up to $150 rebate on Mohawk laminate purchases; a 24 months equal pay, no interest consumer finance offer, with a credit buydown for retailers; an online coupon for a free Mohawk FloorCare Essentials Kit with purchase; and special retailer incentives through Mohawk Infinite Rewards.
The sales event will also feature point-of-purchase materials with festive, colorful themes that retailers can customize and supplement with their own in-store promotions and events; national television on channels including HGTV, DIY, A&E, Fine Living, Planet Green and TLC; national consumer magazine advertising inTraditional Home, Natural Home, Country Living, Martha Stewart Living, Fabulous Floors, House Beautiful, Real Simple, Your Good House,andBH&G Remodel; a comprehensive campaign of ad materials including television, direct mail, print, and radio that can be customized for local use; and an online strategy with banner ads on six consumer websites, including Homeportfolio.com, HGTV.com, DI YNetwork.com, FineLiving.com, and RealSimple.com.
“Our dealers have reported strong results with our Anniversary Sale in the past,” Llerena said. “This year, we’ve giving dealers even more tools to make this sale a resounding success.”
Participating dealers are now receiving the materials they need for the sale launch. To learn more, visitwww.mohawktoday.com.
