Honeywell Announces 2nd Annual Carpet Sale Promoti
Dalton, GA, May 29--Honeywell’s Anso nylon is launching its second annual “Anso Nylon National Carpet Sale” promotion September 1 through Oct 20, 2003. Qualified Anso Advantage Account dealers have until May 31 to register for participation.
New elements for this year’s promotion include a “Designed for You”-themed co-op advertising campaign with coordinating in-store support materials, and a national public relations campaign to drive consumer awareness of the promotion. Dealers will also receive an automatic 50 percent co-op bonus for all purchases of Anso nylon products during the event period. Augmenting these efforts will be a richer retail salesperson incentive and a strong consumer financing option.
The promotion offers retail carpet dealers the opportunity to build in-store traffic during the heavy fall carpet-buying season and covers two traditionally strong carpet-buying holidays, Labor Day and Columbus Day.
“We’ve taken last year’s highly successful promotion where one-third of our dealers participated and made it even better,” said Ann Merino, Honeywell Nylon merchandising and brand marketing manager. “We asked our dealers what they wanted this year, and we listened. For example, we’ve made it easier for dealers to participate and receive rewards, and we’re offering them a choice of advertising and public relations options they can use in their local markets.”
“For our mill and retail customers," Merino added, ‘Designed for You’ is about our ability to provide a wide array of soft and traditional hand products and our commitment to developing tailor-made programs and services that meet their specific business needs. For carpet-buying customers, it’s about how carpet made with Anso nylon can play an important role in their home design choices.”
Participating dealers can select from two types of customizable print ads – one with a highly promotional product focus and one with a design/image focus. Both ads are available in color and black and white for newspaper and/or magazine use and feature the tag line “Carpet: The Foundation of Great Design,” which reinforces the importance of carpet in the design process. A 60-second customizable radio ad also is available.
Dealers also will receive in-store point-of-purchase posters, mobiles, sales tags and two consumer direct mail pieces that match the advertising theme to drive even greater customer awareness and in-store traffic. A 12-month, no payment and deferred interest customer financing option through GE Credit Card Services is also available, including a special buy-down rate for dealers. Retail salespeople at participating stores can earn a $25 bonus for every qualifying sale of carpet made with Anso nylon during the promotional period.
To drive even greater consumer awareness, the promotion will be supported through a highly targeted national public relations campaign that promotes carpet made with Anso nylon as an essential home design element because of its variety of styles, textures and colors. Participating dealers will be given their own coordinated, design-themed public relations kit with customizable press releases and other turn-key media tools to drive traffic to stores in their local markets and to further the important consumer messages about designing with carpet.
For more information or to receive a registration form, dealers can call 800-545-ANSO prompt #2 or visit www.ansoadvantage.com.
