September 12/19, 2016: Volume 31, Number 7
Marketing executives agree that fall is an ideal time to promote your business or new product line. Consumers are back in town after summer vacations, their kids are back in school and everyone is ready for a fresh start.
The flooring industry seems to agree as several manufacturers and retailers are busy with fall promotions and rebate programs.
In addition to instant rebates of up to $500 on SmartStrand Forever Clean and ArmorMax products, Mohawk’s largest annual sales event will feature product discounts on select SmartStrand Forever Clean carpets, select ArmorMax and Mohawk brand hard surface products. The sale started Sept. 16 and runs through Oct. 31. The National Karastan Month semi-annual event tradition is slated for Sept. 22 to Nov. 8. “With an assortment of product discounts, rebates and attractive consumer offers, National Karastan Month consistently proves to be a successful in-store selling event for Karastan retailers across the country,” said Doug Ensley, director of marketing operations for Mohawk.
Shaw Floors is giving flooring retailers two comprehensive promotional opportunities during the fall selling season. “You Save. We Give” takes place in September and is designed to benefit the retailer, the consumer and the children of St. Jude Children’s Research Hospital. In the past, Shaw’s retail partners have deeply embraced the partnership with St. Jude and wanted to get more involved. According to Shaw, this promotion is another way to address those requests and is supported with Shaw social media, customizable advertising materials and point-of-sale materials.
Shaw Friends and Family Sales Event promotion runs Oct. 1 to Nov. 14. For the first time, consumers will have the opportunity to save up to $1,000 on select Shaw floors and get 24 months of special financing.
Raskin will be offering its FloorNation Displays for a $99 promotional price. Displays, which are powder coated, include the shelves and 18 x 20 boards. In addition, the five top-selling stores (of each Raskin distributor with the FloorNation Display) will receive new Apple watches until the end of 2016.
Boa-Franc, parent company of the Mirage brand, is promoting the Mirage Fall 2016 Rebate Sale, which takes place across North America (excluding Quebec) at all participating Mirage dealers from Oct. 3 to Nov. 26. Consumers get a $0.50/sq. ft. rebate on Mirage flooring during this promotion. This offer is valid on all Mirage Classic, Mirage Engineered and Mirage Lock products regardless of species, color or width. “For many consumers, fall represents the time of year for renewal into their home,” said Brad Williams, vice president of sales and marketing at Boa-Franc. “Thanks to the $0.50/sq. ft. rebate offered on all our flooring during this sales event, it is the perfect time to save big while enjoying the quality for which Mirage Floors are known.ˮ Nearly 2,000 Mirage Maestro Dealers through North America are participating in this event.
Carpet One Floor & Home’s new advertising campaign, “Where Do You Stand?” focuses on customers’ needs when it comes to updating their homes with new flooring. The TV spot for this campaign takes the customer perspective by visually looking down at their floors as they go through their day.
In addition to the customer-centric messaging, the campaign makes use of Instagram with #ISTANDHERE to encourage customers to share photos of where they are standing. The campaign gives local stores the opportunity to highlight the causes they support in their communities and to share the many ways they take a stand for their customers. Weekly winners will receive $100 gift cards toward a new pair of shoes at a leading online retailer. Contest details can be found at carpetone.com/Where-Do-You-Stand.
O’Krent’s Abbey Flooring in San Antonio held a 101st birthday sale on hard surface goods. The September sale offers consumers 10% off on hardwood, tile and laminate if they spend $2,500; 15% off for spending $2,501 to $5,000; and 20% off for spending over $5,000.
Worldwide Wholesale Flooring, Edison, N.J., which recently launched a new rug website (therugcorner.com), is offering 20% off rug sales through Sept. 30. Consumers are encouraged to visit the website and enter their email address to receive coupons and notices of future promotions. A free rug grip comes with every area rug purchase.