Mohawk Increasing Dealer Support for Annual Sale

Dalton, GA, Aug. 25, 2008—For the annual “Mohawk Anniversary Month” sale, the company is giving dealers stronger national support and more local tools for success.

Mohawk’s national sale, which runs from Sept. 28 through Nov. 1, is backed with:

• A 300% increase in TV spending, with over 1,200 additional national TV spots, three times more rating points, and a 76% reach of targeted flooring consumers
• Expansive internet marketing, including an Anniversary Sale message that appears with any flooring related search, and a special sale landing page that guides consumers to local dealers
• An insert program with Traditional Home magazine (the largest upscale shelter publication) that offers a free Mohawk FloorCare Essentials package via an online offer
• A complete collection of customizable dealer sales materials, including print ads, radio spots, circulars, direct mail, and TV and web spots featuring Chip Wade from HGTV’s hit TV show, “Designed To Sell”
• A special finance offer to increase dealer closing rates and average ticket sales
• Exclusive product offerings and special pricing during the promotion.

“”Mohawk Anniversary Month” works so well because it’s a coordinated program between Mohawk on a national level and our retailers in their local markets,” said Manny Llerena, vice president of retail marketing.

“It’s a tremendous example of effective co-branding."

Sale materials are emphasizing Mohawk-exclusive products and all Mohawk products are included in the sale.