EIGHT x MORE RETAIL TRAFFIC

Transcription

1 DRIVE RETAIL TRAFFIC AND CLOSE MORE SALES EIGHT x MORE RETAIL TRAFFIC LEARN HOW INSIDE RETAILERS WHO PURCHASED ADDITIONAL SEM ADVERTISING IN THE LOVE YOUR FLOOR SALE REPORTED AN AVERAGE OF 8X MORE LEADS PER STORE OVER NONPARTICIPATING RETAILERS

2 PARTICIPATING * RETAILERS ACHIEVE AMAZING RESULTS 2016 Mohawk Sales Five-Star retailers who boosted their leads received an average of 8x more store traffic during the Love Your Floor sale periods and on average closed an additional $21,000 in unexpected margin. Hard surface discounts resulted in a 17% increase over nonpromotional periods. 77% of card holders bought from specific retailers due to the financing available. Promotional blankets sales increased 106% during the Love Your Floor sale over a nonpromotional sales period. * As a participating retailer, you agree to honor Mohawk s nationally advertised offers and promote the sale. 2 Mohawk Anniversary Sale September 16 October 31, 2016

3 UP TO $500 INSTANT REBATE Instant rebate paid by retailer at time of purchase Rebate applies to SmartStrand Forever Clean Silk displays, Forever Fresh Display and select hard surface products Price discounts for participating retailers help cover $500 rebate FIVE-STAR LEAD BOOSTER Fully integrated lead generation program exclusive to Floorscapes and ColorCenter Elite Search engine advertising campaign to drive online leads Boost advertising today using the new digital ad center PRODUCT DISCOUNTS Product discounts on select SmartStrand Forever Clean Silk, Forever Fresh carpets and select hard surface products Discounts on select Mohawk brand hard surface products Earn $2.00 per roll on all SmartCushion 50% SALE Twelve active value blankets with aggressive sale pricing 50% off promotional kit with advertising to drive store traffic All new promotional display with both hard and soft surface products. MOHAWK CONSUMER FINANCING 24-month no interest (1.99% net of buydown) on qualifying products 36-month no interest (4.99% net of buydown) on qualifying products ENHANCED MOHAWK INFINITE REWARDS POINTS Earn up to 3x Advantage Rewards Points Earn up to 30 points per foot on select hard surface products POINT OF SALE Full POS kit Value blanket POS kit for Floorscapes and ColorCenter Elite ADVERTISING & SOCIAL MEDIA Integrated print, digital advertisements Social media content available through Promoboxx For complete details, visit MohawkToday.com 3

4 UP TO $500 INSTANT REBATE ON SELECT STYLES The $500 instant rebate is a proven way to drive retail traffic, primarily through online leads, and can also be leveraged in local advertising or used in-store to help close a sale. In response to retailer feedback, the rebate will be given to consumers directly at the point of purchase. UP TO $500 BACK: Discounted by retailer at point of sale Offer based on tiered rebate included below Valid on purchases made from September 16 October 31 Mohawk s contribution to the $500 rebate is covered by the product discounts detailed on page 6 SMARTSTRAND FOREVER CLEAN SILK DISPLAYS & FOREVER FRESH DISPLAY sq/yds = $ sq/yds = $ sq/yds = $500 SELECT MOHAWK HARDWOOD STYLES sq/ft =$ sq/ft = $ sq/ft = $500 IN-STORE TEAR PAD Mohawk will provide a printable form on MohawkToday.com to explain the rebate tiers and prompt the consumer to provide the information necessary to register a lead in the Lead Center. Retailers can use this to capture the information manually and record the sale in the Lead Center once an order is placed. Offer available on SmartStrand Forever Clean Silk display styles, Forever Fresh display Styles and select Mohawk hardwood styles purchased from September 16 October 31, 2016 Select SmartStrand Forever Clean Silk display styles Select Mohawk hardwood styles & select Forever Fresh display styles sq. ft. - $ sq/yds = $ sq. ft. - $ sq/yds = $ sq. ft. - $ sq/yds = $500 PRODUCT REGISTRATION FORM Full Name: Phone: Check here to opt out of future offers. FOR INTERNAL USE ONLY Carpet or Hardwood Style purchased: Style #: Amount purchased: Total sq. yards / sq. feet: Date purchased: Mohawk Order Reference #: Dealer Name: Account #: Download Up to $500 Rebate Form on MohawkToday.com, Mohawk Anniversary Sale. 4 Mohawk Anniversary Sale September 16 October 31, 2016

5 PURCHASE ADDITIONAL PAID SEARCH ADVERTISING 90 % OF LEAD BOOSTER RETAILERS * CLOSED AT LEAST ONE SALE PER WEEK AVERAGE OPPORTUNITY PER MOHAWK SALE 8x MORE STORE TRAFFIC $21,000 UNEXPECTED MARGIN AVERAGE BOOST PRICE $500 $72,000 UNEXPECTED SALES ORDER TODAY USING THE NEW DIGITAL AD CENTER SEM OPTIMIZATION TOOL TO MAXIMIZE YOUR LOCAL MARKET REACH - Optimize your local spend - Don t overspend - Remove the mystery of online advertising * Lead booster available for Five-Star retailers only Phone Number is is five_star@mohawkind.com visiting your Digital Ad Center by logging into For complete details, visit MohawkToday.com 5

6 MORE PRODUCT DISCOUNTS DISCOUNTED CARPETS* Forever Fresh and SmartStrand Forever Clean Silk carpet displays Participating retailers will receive special discounted pricing on products that qualify for the $500 rebate Pricing details available and preloaded for participating retailers in September. See your Mohawk sales representative for details SMARTCUSHION Earn $2.00 per roll via credit memo back to the store on all SmartCushion purchased between September 16th October 31st SELECT HARD SURFACE DISCOUNTS* Retailers will receive special discounted pricing on select Mohawk hard surface flooring (ceramic, hardwood, laminate and vinyl) Leverage these discounts on your showroom floor and in your advertising to drive traffic and increase sales * Some restrictions may apply. Contact your local Mohawk territory manager for complete details To qualify for the cushion promotion product must ship by November 11th 6 Mohawk Anniversary Sale September 16 October 31, 2016

7 Product Name 50% OFF SALE PROMOTIONAL PRODUCTS During the Love Your Floor Sale the blanket display sales doubled over a nonpromotional period. In response to retailer feedback, Mohawk will launch an additional promotional display for the fall which will offer 15 new carpet and hard surface products.* PROMOTIONAL BLANKETS 40/38 oz. SmartStrand Ultra Forever Clean, Texture 58/55 oz. SmartStrand Ultra Forever Clean, Texture 60/42 oz. Better/Best SmartStrand Forever Clean, Texture Combo blanket with three 25 oz. Wear-Dated Soft Touch patterns 46 oz. SmartStrand Ultra Forever Clean, Casual Texture 60/58 oz. SmartStrand Forever Clean Silk, Texture 38/36 oz. SmartStrand Forever Clean Silk, Texture 55 oz. Wear-Dated Soft Touch, Texture 43/58 oz. Wear-Dated Soft Touch, Texture Combo edge with three 25 oz. Wear-Dated SoftTouch LCLs 60/58 oz. SmartStrand Silk Forever Clean, Tonals/Flecks Textures 45/43 oz. SmartStrand Silk Forever Clean, Solids/Flecks Textures ⅜" thick hardwood 5" width planks 9.5 mil gauge sheet vinyl 8 mil laminate 7 1/2" w X 47 1/4" L planks SALE CATALOG AND SAMPLE SERVICE Promotional catalog featuring sale products for retailers who do not feature blankets in their store Complimentary samples available by calling PROMOTIONAL POS KIT Preprinted promotional covers with Regular Price and 50% discount price Graphic package to emphasize sale items ADVERTISING Expanded product focus with discount pricing advertised on Mohawkflooring.com Local advertising material with 50% discount focusing on key products EXTRAORDINARY VALUES AVAILABLE SEPTEMBER 16 OCTOBER 31, % OFF SALE * 50% OFF Blanket Catalog Download Price Sheet on MohawkToday.com, Mohawk Anniversary Sale. * Offer valid only for sales that include installation of SmartCushion. Detailed pricing and product list available in September. Contact your local territory manager for complete details. For complete details, visit MohawkToday.com 7

8 MOHAWK CONSUMER FINANCING OFFER 1 24 Months No Interest* 9.29% Buydown on Aligned Products 7.3% Net rate after buydown 1.99% OFFER 2 36 Months No Interest* 12.19% Buydown on all Aligned Products 7.2% Net rate after buydown 4.99% - SP products are not eligible for buydown - Claim buydown online via MohawkToday.com - Offer available in the United States Only As always, Mohawk is providing retailers with strong consumer finance offers that are sure to close the sale. Consumers can get exactly what they want while freeing up cash and regular credit for other needs. For more details, log on to MohawkToday.com, click on promotions, then on Mohawk Anniversary Sale. * With equal monthly payments See full Canadian finance offer on MohawkToday.com Mohawk Anniversary Sale page. UP TO 3X* ADVANTAGE REWARDS POINTS Earn points per sq/yd on select broadloom styles Earn 100 points per sq/yd on select Aladdin Commercial modular tile Earn up to 30 points per sq/ft on select Mohawk wood, laminate, ceramic, sheet vinyl and luxury vinyl tile products For complete details visit Mohawk Infinite Rewards under Promotions via MohawkToday.com * During the Mohawk Anniversary Sale, your Advantage Rewards Points will be tripled on broadloom and doubled on Aladdin Commercial modular tile. 8 Mohawk Anniversary Sale September 16 October 31, 2016

9 IMPORTANT POINT-OF-SALE KIT 22" x 60" Fabric Standee (1) Detachable Header (1) with Metallic Lug-Ons (2) Double-sided A-Frame Inserts (2) Lug-Ons for the New Promotional Display (2) Window Poster 24" x 36" (1 double sided) Window Poster 48" x 24" (1) Yard Sign (1) Rack Cards 5" x 4" (25) Hard Surface Price Stickers (25) Soft Surface Price Tags (100) 24" x 36" Sheet of Sticker Snipes (2) Mylar Balloons (6 reusable) Edge Graphics (3) Deck Wraps (8 different)* 50% OFF Blanket Catalogs (25)* Balloons are reusable. Just add more helium. 36 M O N TH S SPECIAL FINANCING AVAILABLE * on purchases with your Mohawk credit card between September 16 October 31, *Subject to credit approval. Minimum monthly payments required. See store for details. SPECIAL * SPECIAL FIN A N C IN G AVAILABLE *Subject to credit approval. Minimum monthly payments required. See store for details. MO N THS MON THS 24 on purchases with your Mohawk credit card between September 16 October 31, SEPTEMBER 16 OCTOBER 31, EXTRAORDINARY VALUES AVAILABLE FINANCING AVAILABLE on purchases with your Mohawk credit card between September 16 October 31, *Subject to credit approval. Minimum monthly payments required. See store for details. on purchases with your Mohawk credit card between September 16 October 31, M O N THS SPECIAL F I NA NC I NG AVAILABLE *Subject to credit approval. Minimum monthly payments required. See store for details % OFF SALE * SPECIAL VALUE (25) 50% OFF Blanket Catalogs SPECIAL VALUE SPECIAL VALUE (2) 24" x 36" Sheet of Stickers (6) Mylar Balloons (2) Lug-Ons for New Promotional Display * Catalog and the deck wraps will be shipped separately. (25) Rack Cards 50% OFF (1) 2-Sided Yard Sign 50% OFF SPG (8) Deck Wraps STYLE N AME SALE PRIC E $0.00 SF REG ULAR RETAIL PRICE: $0.00 (3) Promotional Display Edge Graphics (1) 24" x 36" 2-Sided Window Poster 10" Removable Snipe for Value Header Style Name $ REGULAR PRICE Starts $ Style Name SALE PRICE Ends $ $ REGULAR PRICE Starts SALE PRICE Ends (100) Price Tags & (25) Price Stickers (1) A-Frame with (2) Double-Sided Inserts (1) 48" x 24" Window Poster For complete details, visit MohawkToday.com (1) 22" x 60" 2-Sided Fabric Standee & (1) Detachable Header with (2) Metallic Lug-Ons 9

10 CAMPAIGN ADVERTISING Mohawk supports the Mohawk Anniversary Sale on a national level through digital and social initiatives that are proven to generate in-market leads. Retailers have access to an extensive offering of ready-to-go advertising materials that are easy to customize. Simply visit the ADVERTISING CENTER of MohawkToday.com for details and downloads. DIRECT MARKETING Direct mail continues to offer one of the highest ROI for customer acquisition and retention. Neighborhood marketing allows you to target potential customers with personalized messaging. DIGITAL Mohawk invests in SEO and SEM on a national level during the Mohawk Anniversary Sale. See page 5 for local SEM opportunities. WEB BANNERS Digital banner ads allow you to reach hundreds of thousands of consumers for a relatively low cost. Mohawk provides several options for Mohawk Anniversary Sale banner ads in a variety of sizes. Don t forget to use your Text-to-Save Banners to drive more online leads. SOCIAL SWEEPSTAKES Mohawk s social sweepstakes serves up Mohawk Anniversary Sale coupons, which consumers download for redemption at participating retailers. TV FOOTAGE Mohawk is offering Aligned Retailers FREE video footage that you can use to create your own TV spots. The footage contains product, room scene and lifestyle images for soft and hard surface flooring. NEWSPAPER AND FOUR-COLOR PRINT ADS Newspaper and print ads continue to be a strong way to reach local shoppers. Mohawk offers a variety of print options that support the Mohawk Anniversary Sale. RADIO AND ON-HOLD SCRIPTS A variety of radio scripts are available along with on-hold messages that retailers can use to spread the word about their sale. BILLBOARD Billboards are second to none in terms of high-impact, high-exposure and 24-hour-a-day visibility. Promote your Mohawk Anniversary Sale with billboard-ready art on MohawkToday.com. 10 Mohawk Anniversary Sale September 16 October 31, 2016

11 MOHAWK + YELP = YOUR BUSINESS. ELEVATED. Mohawk has partnered with Yelp to use the leading rating and reviews service to direct local, ready-to-buy consumers to your store. This partnership brings you more customers through discounted Yelp advertising opportunities and an Enhanced Profile for Mohawk Five-Star retailers, paid for by the Mohawk Five-Star Program. Mohawk s Yelp program will be driving leads during the Mohawk Anniversary Sale through the Five-Star Dealer Landing Page. GETTING STARTED 1. Schedule a phone appointment with a Yelp rep by ing mohawksupport@yelp.com. Your Yelp rep will assist you with editing your new Enhanced Profile, paid for by the Mohawk Five-Star Program.* 2. Allocate funds from your digital advertising budget. There are co-opable advertising packages available for all budgets. 3. Contact mohawksupport@yelp.com for questions or more information. * If you currently have a contract with Yelp, it cannot be voided until the end of your contract term. REVIEW: COLLECT & PUBLISH Generate reviews and publish on your website, MohawkFlooring.com and key social sites RESPOND: SIMPLIFIED REPUTATION MANAGEMENT Consolidated response dashboard connected to critical review sites like Yelp, Google+ and Facebook REACH: IMPROVE YOUR REACH THE ULTIMATE PLATFORM TO GENERATE REVIEWS, RESPOND TO CONSUMER FEEDBACK AND REACH NEW PROSPECTIVE CUSTOMERS Local SEO improvements and automated campaigns to generate new leads Sign up today by calling the Five-Star support team at SOCIAL MEDIA MADE EASY SOCIAL MEDIA MADE EASY! Your customers are actively engaged in social media. Are you? Creating unique and engaging content for your Facebook and Twitter accounts can be challenging. Mohawk can help you promote the Mohawk Anniversary Sale and more. Promoboxx makes social media marketing easy by offering fun, engaging and interactive content and images for your Facebook and Twitter business pages. You can control your Promoboxx experience by selecting the specific posts you d like to use on your social pages or you can automatically enroll your Facebook and Twitter accounts to auto-post Mohawk s content. Sign up now on MohawkToday.com. Mohawk Anniversary Sale content available starting September 2. For complete details, visit MohawkToday.com 11

12 SIGN UP TODAY NEW RETAILERS MUST BE REGISTERED on MohawkToday.com by August 19 to participate in the $500 consumer offer. AUGUST GETTING SET Verify your store and contact information in the Mohawk Lead Center. Establish your media and advertising plans. Sign up for Promoboxx. Mohawk will communicate product discount, carpet blanket and hard surface promotional display information. SEPTEMBER Retailers will receive the point-of-sale kits. Begin pricing your showroom floor for the sale. Launch your local advertising campaign. Activate the Mohawk Anniversary Sale digital banner on your website. Select social posts on Promoboxx (if you didn t sign up for Autoshare). Monitor lead activity in the Lead Center. Purchase additional SEM advertising using the new digital ad center. Sale begins September ASK-MOHAWK MohawkToday.com