Shaw Floors is gearing up for its Fall Flooring Event 2010, running Sept. 24 through Nov. 8. Shaw’s annual fall promotion is designed to generate store traffic through a four-phased marketing approach that includes national advertising and local marketing support, a Shawfloors.com instant win sweepstakes, retailer incentives and consumer savings.

A recent retailer survey conducted by Shaw found that registered retailers were very satisfied with the contents of the company’s 2010 Spring is Green campaign. “These findings ensure we are on the right path to partnership with retailers, delivering consistency into their stores to draw consumers in,” said Kathy Young, creative services director.

To prepare for the 2010 Fall Flooring Event, registered retailers will receive an in-depth planning guide. From local advertising materials, to roll incentives, to Anso nylon co-op opportunities, the guide is a detailed one-stop resource.


National advertising and sweepstakes

This fall, Shaw will begin airing television spots on Food Network and Style, as well as HGTV and TLC. Additionally, Shaw will be featured in consumer publications including House Beautiful and Traditional Home. Online banner ads will appear on web sites such as DIYNetwork.com and HGTV.com. A simple click on the banner ads will lead consumers to Shawfloors.com to play the sweepstakes and get a coupon.

The company expects that thousands of consumers will compete every day at Shawfloors.com for instant-win flooring prizes of their choice. The instant win and sweepstakes game on Shawfloors.com, named “Improve My Nest,” allows consumers to play for the flooring makeover grand prize, flooring gift cards, Shaw Living area rugs and more. Consumers may enter once a day, every day. Every consumer will receive a coupon that can drive business to retailer’s stores.


Local marketing support

For local marketing support, registered retailers will receive point-of-purchase kits including standees, posters, display clips, pricing tags and more. Additionally, ShawAdSource.com and AnsoAdvantage.com will feature materials designed to coordinate with campaign visuals and messaging, including customizable direct mailers, outdoor banners, newspaper advertisements, TV spots and radio scripts. All materials feature plum and aqua colors, as well as Floora the Owl, the Fall Flooring Event mascot introduced last fall.

Registered retailers should visit Shawadsource.com or Ansoadvantage.com for advertising materials.


Retailer incentives

Shaw will be offering a range of incentives, including credit buy downs and Anso nylon retailer roll incentives. Additionally, Shawrewards.com and Capture the Spirit offer enhanced rewards, including an opportunity through Shaw Rewards for six retail sales associates to win a cruise for two. Participating retail sales associates can earn reward points on qualifying styles throughout the promotion. Shaw Flooring Network participants can claim rewards in both programs.

Retailers will also receive a rebate on most roll purchases of Anso nylon products. Retailers can also earn bonus co-op funds for Anso Advantage Accounts.

Additional incentives are offered for Shaw Flooring Network retailers, including a rebate on select Shaw hardwood that retailers can offer to consumers. Retailers should contact their Shaw territory manager for more details. They can also visit Shawrewards.com and ansoCTS.com for more information and to register.