Mohawk Opts Out of Surfaces 2004

Dalton, GA, June 3—Mohawk has announced that it will not exhibit at Surfaces 2004, and, in response to dealer requests, will instead focus on expanding its regional dealer product launch meetings. “Hanley-Wood is an excellent organization, and Surfaces is a great show, but we feel in order to provide our dealers with the exceptional-quality regional events they’ve asked for, Mohawk will direct its resources to this,” said Ed Williams, senior vice president of marketing. “In fact, the number of dealers attending Surfaces has become so large that it is impossible to effectively communicate with them in such a short period of time.” “This is a strategy to enhance our service to our dealers, based on their requests,” Williams added. “We regularly hold regional ‘town meetings’ to ask dealers what they think of our efforts,” Williams said. Mohawk will expand regional product introduction meetings for the end of 2003 and the beginning of 2004, doubling the current number of meetings to over two dozen. “This is something dealers continually tell us they want,” Williams said. “Dealers like the reduced travel expenses for localized events, and they overwhelmingly prefer the specialized attention they get there. We think this is going to allow us to show more new products and more new ideas to dealers, and work with them more closely to make better things happen at retail.” Williams noted that many products, such as hardwood and ceramic, have distinctive regional preferences, and this approach will let Mohawk address some of these issues. “We wanted to focus on what our dealers would like to get from the shows they attend,” Williams said. “The regional approach gives more dealers the chance to come, and it gives us the ability to bring more regional managers and sales reps to work with them. We’ll have more people to take care of dealers, and concentrate on specific issues and challenges.” Williams said that Mohawk’s past regional events have attracted thousands of dealers in some locations, and have steadily grown. In addition to the regional events, Mohawk will continue to hold many business meetings and national conventions for Mohawk Floorscapes, Mohawk ColorCenter, and Karastan dealers.

Related Topics:Mohawk Industries, Karastan

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