mohawk marketing resource guide

Resource Guide

Mohawk MARKETING

A Comprehensive Approach to Marketing

Direct Mail | Online | Email | SocialWord of Mouth | Radio | Print | In-Store

We’re your Mohawk preferred marketing partner, getting the neighborhood buzzing – and buying. Targeting your hottest prospects through:

No matter how established your business, this guide presents the tools for a comprehensive, integrated marketing strategy that generates leads and boosts sales.

• 72% of consumers prefer a multi-channel approach.

• Multi-channel customers spend 3-4 more times than a single channel consumer.

• Content delivered within 2 or 3 channels has shown to produce a 24% increase in engagement.

• 40% of “Mature” Multi-channel Marketers, report 15% increase in revenues and 60% report 10% higher ROI on marketing investments as a result of using multiple channels.

*Forrester Study – the Multichannel Maturity Mandate

The Mohawk Advantage

Quality targeted advertising drives qualified consumers to your store that make purchases. Through our Mohawk Advertising Center, we provide affordable, co-branded marketing tools to assist in your success.

This includes:Quality Advertising. The quality of your advertising represents the quality of your store and the products and services you provide.

Better Value. Affordable materials save you time and money.

It's Easy. Just log onto MohawkToday.com to create and order your direct mail piece or download print ads, radio and more.

Pre-approved creative takes the guess work out of what is co-op approved.

Co-Op AdvertisingEarn valuable Co-op dollars by selling Mohawk products!

1. Select your media2. Create your ad or campaign3. Submit your materials for approval to [email protected]. Run your ad or campaign5. Follow the reimbursement process

2015 Mohawk Promotional Year at a Glance

JAN

- DEC

MA

R - M

AYS

EPT - OC

T

Year-Round Direct Mail

Love Your Floor Sale

Anniversary Sale

Grand Opening or Private Sale EventPROMOTE ANYTIME

L O V E Y O U R F L O O R

STORE OFFER

HERE

MARCH 27TH 2015 thru MAY 11TH 2015

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Store Logo



STORE OFFER HEREMARCH 27TH 2015 thru MAY 11TH 2015

Full Nameor Current ResidentAddress OneCity, ST Zip

Store NameStore Address OneStore Address TwoCity, ST ZipPhone NumberWebsite

Store Hours:Hours Line OneHours Line Two

PRESORTEDSTANDARDU.S. POSTAGE

PA I DBUSINESS DIRECT

MARKETING75001

Company Logo

FirstName,

Ask about our special financing!

Spring is the perfect time to enjoy the comforts of home

and the huge savings of Mohawk’s Love Your Floor Sale,

featuring SmartStrand® Silk™ Forever Clean™ carpet,

the toughest, easiest to clean carpet on the planet™,

and ArmorMax™ hardwood.

Lowest Prices of the Season

Product Name

$0.00 per sq ft(Reg. $0.00)Installation AvailableProduct Name

$0.00 per sq ft(Reg. $0.00)Installation Available

Product Name


Product Name


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*See store for details and ask about special financing offers.

NEIGHBORHOOD MARKETINGTurning Neighbors into Customers

You complete an installation. Now look around. The neighborhood is full of prospects just like the customer you just served. The homes are of similar age and condition. The neighbors are of similar demographics. How can you reach these warm prospects?

The Neighborhood Marketing Campaign gives you three valuable tools to help you reach neighbors of current customers:• Radius Direct Mail – Use your current customer’s address as the “target” in generating a radius mail list of homes around that customer. We send personalized direct mail to those neighbors featuring your promotional offer.• Yard Signs – During the installation, put a sign in the yard of your customer (make sure you ask permission!). When the neighbors drive by, they’ll see you’ve been working in the neighborhood. This will encourage word of mouth!• Door Hangers – After an installation is complete, put door hangers on the homes that surround your customer. It will let those prospects know you’ve been in the neighborhood and give them a promotional offer to spur their interest.

After you’ve completed these three steps, take your program even further by applying cross-media functionality such as QR codes, Personalized URLs (PURLs), and social media shares. That way you’ll reach your customer’s virtual neighborhood, too.

Get Started WithDIRECT MAIL

Let us help you target recipients that match the profile of customers most likely to purchase Mohawk flooring. Each direct mail piece is delivered personalized so your prospects are more likely to stop, read and respond to you.

Direct Mail Card

Want to start a meaningful conversation with your customers?

You have to reach them where they are…online, on the phone and on the go.

Cross-media marketing is all about combining traditional and new media to give your customer multiple ways to interact with you. Use these tools individually or in one comprehensive cross-media campaign that will get the conversation started.

Connect on a personal levelPersonalized URL (PURL) addresses are customized web addresses that send each direct mail recipient to a unique website called a microsite.

CROSS MEDIAReaching Your Customers, No Matter Where They Are

-

Store Logo



STORE OFFER HEREMARCH 27TH 2015 thru MAY 11TH 2015

Full Nameor Current ResidentAddress OneCity, ST Zip

Store NameStore Address OneStore Address TwoCity, ST ZipPhone NumberWebsite

Store Hours:Hours Line OneHours Line Two

PRESORTEDSTANDARDU.S. POSTAGE

PA I DBUSINESS DIRECT

MARKETING75001

Company Logo

FirstName,

Ask about our special financing!First Name,Spring is the perfect time to enjoy the comforts of home and the huge savings of Mohawk’s Love Your Floors Sale, featuring SmartStrand® Forever Clean™ carpet that’s luxuriously soft with exceptional durability, and ArmorMax™ hardwood!

Product Name


Product Name


Product Name


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*No purchase necessarily to win $2,500 of Mohawk Flooring. Must register for chance to win $2,500 of Mohawk Flooring by 5/11/15. Void where prohibited for official rules, complete program eligibility, dates, details and restrictions, visit http://CompleteURL. Official registration form must be brought into the store to complete entry. See store for details and ask about special financing offers.

Scan the QR Code or log on to the link below to register:

http://CompleteURLOr bring this card into the store to register.

Win $2,500 of Mohawk Flooring!*

PURLs are effective because they give the consumer a branded, personalized way to respond, and it gives you instant access to know who has responded to your marketing.

Join the social media revolution by leveraging cross-media marketingIf facebook were a country, it would be the third largest in the world. One in 13 people on Earth have a facebook account.

Your customers are using social media, and so should you. Add a social media share component to your next direct mail campaign to encourage your customers to tell their friends about you.

Microsite

Link to Sites



Win $2,500 ofMohawk Flooring*Just 3 Simple Steps to Registerfor Your Chance to Win

First name,

Fall is the perfect time to enjoy the comforts of home and the huge savings of Mohawk’s Love Your Floor Sale, featuring SmartStrand® Silk™ carpet that’s luxuriously soft with exceptional durability, and ArmorMax™ hardwood!

Register Here:

Email:

Enter to Win

Traditional contact info such as phone, website, email and mailing address

Social Links

Mobile Optimized

Personalized Microsite

TELEVISIONMohawk is now offering aligned retailers FREE B-roll video footage that can be used to create your own TV spot. Footage includes room scenes, product images and lifestyle footage for soft and hard surface flooring. To access the footage and the Love Your Floor logos, visit the Ad Center on MohawkToday.com.

RADIOSmartStrand Forever Clean, ArmorMax hardwoods and Total Flooring radio scripts are available for download in the Ad Center of MohawkToday.com. You can customize each with your store information.

Radio delivers big time, reaching prospects in the car, at work, at home – virtually anywhere. Radio provides high impact with music, voice over, and a compelling story line to break through and grab people’s attention.

NEWSPAPERWith its local emphasis, loyal readership and high single-day reach, newspapers continue to be a strong shopping medium for products and services aimed at our target demographic. Mohawk offers a variety SmartStrand Forever Clean, ArmorMax hardwoods and Total Flooring print ads in full-page, half-page and quarter page options that you can easily download and customize.

WEB BANNERS With the right planning and creation of a digital display campaign, banner ads can have a very positive impact on your store’s marketing efforts. Banner ads allow you to reach hundreds of thousands of consumers for a relatively low cost. Visit the Ad Center of MohawkToday.com to access Love Your Floor Sale digital banners in a variety of sizes.

BILLBOARDS Billboards are second to none in terms of high-impact, high-exposure and 24-hour-a-day visibility. By strategically selecting the right locations, you can increase recognition and drive leads to your store. Promote the Love Your Floor Sale on billboards with beautiful creative, which is available on the Ad Center of MohawkToday.com

ON-HOLD MESSAGESSpecial Love Your Floor Sale on-hold messages have been created that promote SmartStrand Forever Clean, ArmorMax hardwoods and Total Floorng. These scripts can be downloaded from the Ad Center of MohawkToday.com

DEALERLOGO GOES HERE

LOVE YOUR FLOOR

March 27 - May 11, 2015

The Toughest, Easiest to Clean Carpet on the Planet™

DEALERLOGO GOES HERE

LOVE YOUR FLOOR

March 27 - May 11, 2015

UP TO 5X TOUGHER THAN THE COMPETITION

50%

OFFSelect

Carpet Styles

Newspaper Ads

Outdoor Banner

Standee with2 Posters and3 Magnets

The creative content allows you to feed your Facebook and Twitter channels with engaging posts that increase the awareness of and interest in your store. It also enables you to piggy back on Love Your Floor Sales promotions and social sweepstakes that generate leads and increase sales.

Don’t miss the opportunity to take advantage of this beneficial tool. Sign up for Promoboxx today at mohawkcontent.com!

PROMOBOXXMohawk provides Aligned retailers with continuous social media content that can be easily accessed via MohawkToday.com.

SMARTSTRAND FOREVER CLEAN

CAMPAIGN

THE TOUGHEST, EASIEST TO CLEAN CARPET ON THE PLANET™

Mohawk is supporting the launch of SmartStrand Forever Clean and its Tough Mudder partnership with four (4) kits:• In-Store SmartStrand Forever Clean Kit shipping in December• In-Store Tough Mudder Kit shipping in February• SmartStrand Demonstration Kit shipping in February• SmartStrand Challenge Event Kits available for shipment February 1, but orders can be placed now on MohawkToday.com

SMARTSTRAND FOREVER CLEAN KIT

In December, Mohawk will ship SmartStrand Forever Clean kits to all Aligned retailers.

Included in each kit:• 3-sided standee (1)• Face labels (25)• Display danglers (15)• SmartStrand Forever Clean brochures (25)

SMARTSTRAND FOREVER CLEAN DEMONSTRATION KIT

FloorScapes and Color Center Select retailers will receive the SmartStrand Forever Clean demonstration kit in February.This kit can be used to show customers the proven benefits of permanent, built-in stain resistance.

Included in each kit:• Demonstration stand with storage (1)• Demonstration jars (2)• SmartStrand Forever Clean pre-stained samples (25)• Solution-Dyed Nylon pre-stained samples (25)• Demonstration instructions

THE PERFECT CARPET FOR KIDSAND PETS FULL PET WARRANTY

TOUGH MUDDER KIT

Tough Mudder In-Store KitThe Tough Mudder kit shows the incredible cleaning results achieved after SmartStrand Forever Clean endured over 10,000 muddy shoes during a 12-hour Tough Mudder Challenge.

• Double-sided standee with lug-ons (1)• Poster (2 double-sided)• Floor Stickers (3)

THE TOUGHEST,EASIEST TO CLEAN CARPETON THE PLANET™

SmartStrand Challenge KitRetailers interested in holding a local event at their store or participating in a local mud race, or other event, can purchase the SmartStrand Challenge kit on MohawkToday.com.

There are three (3) kits that are available to Aligned retailers interested in holding a SmartStrand Challenge Event Kit:

• SmartStrand Challenge Kit ($49) includes: - 8-foot double-sided outdoor banner (1) - Mylar balloons (pack of 6) - balloons can be blown back up when they start to deflate

• 8’ x 10’ SmartStrand Forever Clean bound carpet ($99)

• Demonstration Kit ($199) includes: - Demonstration stand with storage (1) - Demonstration jars (2) - SmartStrand Forever Clean pre-stained samples (25) - Solution-dyed nylon pre-stained samples (25) - Demonstration instructions

All 3 kits are approved for 50% co-op

In support of our retail partners, we are pleased to offer planned promotions and marketing channels that drive business to your store. Please find enclosed samples of tools that will allow you to be successful. There has never been a better time to co-brand your store with quality Mohawk advertising.

Mohawk MARKETING

mohawk marketing resource guide

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