June 8/15, 2015; Volume 30/Number 1
By Jenna Lippin
With a belief that the flooring industry will change more in the next five years than it has over the last 30, Mohawk is helping retailer partners in this transformation driven by digital innovation.
“We are focused intensely—and have invested significantly—to seamlessly connect the online world, where people go to access information, with our retail partners’ in-store experience, where people go to buy,” explained Mike Zoellner, vice president, marketing services.
The company is focused on various methods of engagement, including consumer websites, search engine marketing (SEM), behavioral targeting campaigns, friends and family initiatives and reputation management (ratings and reviews). Following engagement is conversion, in which “browsers” become buyers, which is facilitated through lead generation and demand generation campaigns.
Mohawk’s approach to lead generation is considered different from what other manufacturers and buying groups are doing for their dealer partners. Those leads that are “highly qualified” are sent into the Mohawk Lead Center, which allows retailers to follow up and target marketing to prospects.
Lead Booster is one feature of the Lead Center that focuses on online ads. Mohawk works with its retailers to “analyze traffic and purchase most-used search terms in a local market,” Zoellner explained. “Digital promotional advertisements begin appearing to targeted consumers and serve up offers, connecting interested consumers to a retailer’s lead platform for follow up and conversion.”