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Mohawk receives three Phoenix Awards of Excellence

Screen Shot 2017-11-06 at 5.10.57 PMCalhoun, Ga.—Mohawk was recently recognized with three 2017 Phoenix Awards of Excellence by the Georgia Chapter of the Public Relations Society of America (PRSA) for its public relations campaigns focused on fighting breast cancer and the introduction of SmartStrand Silk Reserve.

“All three of these campaigns are dear to our hearts and have produced great results for our business and customers,” said Mollie Surratt, Mohawk’s senior director of public relations and inbound marketing. “Mohawk has a long relationship with the Susan G. Komen organization and has supported the fight against breast cancer every step of the way. As for SmartStrand Silk Reserve, we are proud of the innovations that have made this product the softest, most durable, easiest to clean, pet-friendly carpet on the planet.”

Mohawk won a Phoenix Award of Excellence in the following categories:

  • Internal Video Programs: Mohawk produced a video, that included an interview with Brian Carson, Mohawk’s president, on his family’s experience with the fight against breast cancer. The goal of the video was to help spread awareness of the disease and Mohawk’s Cushion the Fight program and to increase Mohawk retailer participation on social media. The result: 97% of eligible Mohawk retailers participated in the #CushionTheFight social media campaign, making it the third largest Mohawk retailer social media campaign to date.
  • Events—Consumer Products: At the Philadelphia Susan G. Komen 3-Day event in 2016, Mohawk distributed more than 1,000 rolls of SmartCushion at stations situated throughout the event’s campout areas. Tied with a pink ribbon and sporting Mohawk’s SmartCushion logo, each piece was 6 feet long by 72 inches wide and available for the participants to use under their sleeping bags.
  • Satellite Media Tours: Mohawk enlisted HGTV celebrity host and top contractor, Chip Wade, to embark on a satellite video and radio tour. SmartStrand Silk Reserve was selected as one of the top home improvement products to recommend and display in the live satellite interviews.

The Phoenix Awards, which were announced on Nov. 2, is an awards competition designed by PRSA Georgia to recognize projects and programs that demonstrate excellence in the public relations profession in Georgia.

For more information, visit mohawkflooring.com.

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Mohawk partners with Susan G. Komen

mohawk_komen_3day_8Calhoun, Ga.—To help in the fight against breast cancer, Mohawk is once again partnering with Susan G. Komen by sponsoring all seven of the organization’s 3-Day events, providing 8,000 pieces of durable, eco-friendly SmartCushion to comfort walkers and crew members.

Mohawk SmartCushion’s visco-elastic memory foam provides comfort and durability under carpet—and now under sleeping bags. Most of the 3-Day participants will walk approximately 20 miles per day; they will use their cushion for sleeping at night and to sit on during lunch. The SmartCushion is then recycled at the end of the events.

This year Mohawk has also expanded its support of the 3-Day by activating retailer support for all seven cities. Its top cushion retailers will host “Mohawk Mile” pink carpet experiences at the end of each day to cheer on participants as they cross a pink Mohawk carpet.

“It is an honor to be a part of the Komen 3-Day this year,” said Brent Emore, vice president of residential finance and cushion general manager for Mohawk. “From providing cushion for participants to sleep on to cheering on the dedicated walkers across the finish line, our partnership with Komen provides rewarding, heart-warming experiences for everyone involved. I am proud of all our employees and customer partners who have joined in their efforts to put an end to breast cancer.”

Mohawk began its partnership with Komen in 2001, spearheading programs in both the residential and commercial arena—its Decorate for the Cure and Specify for the Cure, respectively. Through these programs, more than $5 million has been donated to date, serving millions in more than 30 countries. In 2015, Mohawk sponsored the Philadelphia 3-Day Walk and provided more than 800 pieces of SmartCushion. Then, in 2016, Mohawk took its work with Komen to a new level, expanding its support of the 3-Day across the country to include all seven participating cities and donating more than 6,000 pieces of SmartCushion.

The Susan G. Komen 3-Day is a three-day, 60-mile walk that raises awareness and money for breast cancer research and helps the organization reach its Bold Goal—to reduce the current number of breast cancer deaths by 50% in the U.S. by 2026.

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Mohawk covers all bases with broad cushion portfolio

August 14/21: Volume 32, Issue 5

By Lindsay Baillie

Screen Shot 2017-08-22 at 4.01.29 PMOver the years, Mohawk has diversified its flooring offerings to cover the gamut of both soft and hard goods. At the same time, the company is also garnering attention by helping floor covering retailers sell the total installation project via a broad selection of cushion products.

“We are the only U.S. carpet manufacturer that has its own carpet cushion production,” said Al Buniak, director of pad and cushion business operations, Mohawk Industries. “We currently make everything from a basic product to a premium memory foam cushion, including synthetic fiber pads for the growing area rug market.”

Mohawk, which entered the cushion manufacturing business after it acquired Alliance Pad in 2002, manufactures every type of carpet fiber from wool to synthetic in all different constructions. This allows the manufacturer to pair each type of carpet with a specific pad to offer the overall best performance. In addition, Mohawk operates an efficient distribution network that allows for a single delivery of both cushion and carpet, which cuts down wait time for various products.

“People spend a lot of time selling carpet, but the cushion is really an extremely important component of the sale,” Buniak explained. “It’s the piece that helps the carpet maintain its texture and appearance, so we provide all of those different types of cushions to leverage our carpet products’ features.”

Following a good/better/best model for its cushions, Mohawk offers retailers its most premium product, SmartCushion, with the added bonus of giving back to a key foundation—Susan G. Komen. With each purchase of its SmartCushion preferred product, Mohawk makes a donation to Susan G. Komen. What’s more, SmartCushion is pink in color and its packaging contains the Susan G. Komen logo—all of which drives further awareness of the cause.

“Mohawk partners with many non-profit organizations throughout our various communities, and Susan G. Komen was one we started with approximately six or seven years ago,” Buniak explained. “It is a wonderful organization and we are excited to be a part of helping the organization achieve its goals of bringing an end to breast cancer. It’s one of the top recipients of Mohawk’s support.”

SmartCushion is a win-win in other aspects. For many retailers, it helps increase margins. Just ask Joe Zago, president of The Carpet Guys in Troy, Mich. The dealer has been selling the product for about three years with excellent results. “It’s a great thing for any retailer to carry. Not only are you doing a great thing, but people like doing business with people who like to do good things. When people in the community see us taking part in a lot of these events, it really helps the business.”

Jeff Balsom, owner of Kenny Enterprises in Buffalo, N.Y., has also noticed a positive response to Mohawk’s SmartCushion. “Our sales are good and the performance of the pad is very good. The Susan G. Komen story has been very good [for business]. Our customers seem very happy with what Mohawk is doing and what we’re doing to support the entire organization.”

As a premium product, SmartCushion provides retailers with the opportunity to upsell, creating higher margins. In addition to the product’s story, its overall quality and characteristics make SmartCushion an easy sell.

“Of all our cushion it is our top-selling product,” said Fred Gaines, owner of Bells Carpets, Raleigh, N.C. “We train our salespeople to take consumers to the best option first. We always stress to our customers that the cushion is the foundation of their carpet purchase. If you don’t start with a good foundation you’re not going to get the performance of the carpet you want over the years.”

For many retailers, having an entire package helps generate higher margins. For example, Tommy Hughes, general manager, Kelly’s Carpet, Omaha, Neb., sees value in giving his customers Mohawk-branded carpet and cushion along with Mohawk-certified installation. “SmartCushion is packaged with some of our higher-end carpet collections. It’s a premium pad that’s going to perform well under the carpet.”

Hughes also sees value in offering a product that ultimately gives back to the community. “It’s important to support the Susan G. Komen Foundation, and [SmartCushion] is one way, as a store, that we can support them and that our customers can support as well.”