Extending our reach to help retailers
In a world where brand awareness is cornerstone to bottom line success, Shaw Floors is continually working to increase consumer awareness and, ultimately, help retailers sell more products.
This is attributed to our growing mix of national consumer advertising and promotions, in-store support, online presence and public relations outreach. The Shaw marketing engine is designed to deliver educated, ready-to-purchase consumers to our retailers—and it’s working.
In a recent in-depth quantitative consumer study, Shaw’s unaided brand awareness increased by an astounding four points.
National Consumer Advertising
This fall, Shaw is diversifying its media mix and touching targeted consumers in new ways. Shaw will be advertising on HGTV, Food Network, TLC and Style. Additionally, the company will be advertising in Traditional Home, House Beautiful and key special interest publications that capture the interest of the in-market consumer.
Shaw will also be introducing a new type of advertising vehicle—HGTV Solutions—offering consumers Shaw-sponsored decorating tips.
Shaw National Promotions
The Shaw National Consumer Advertising campaign will run from mid-September through November in conjunction with the company’s successful national promotion, The Fall Flooring Event. Going several seasons strong, it allows consumers to print $200 off coupons from shawfloors.com and also offers a variety of aggressive incentives for retailers and their sales associates. The promotions are communicated via Shaw’s national advertising efforts, which include online at sites such as HGTV.com. The Fall Flooring Event even boasts an instant win and grand prize sweepstakes game.
In-Store
Shaw’s marketing efforts are brought to life in-store with a wide selection of point-of-sale materials. On shawadsource.com, retailers can select from standees, table tents, product tags, outdoors signs and much more to help pro- mote the brand’s key messages.
We are committed to making the Shaw brand work hard for our retailers. Shaw is always evolving to touch the consumer in new ways. It is a brand with power and commitment carrying it through. The Shaw brand.