Mohawk Promotions Aided by National Ads

Dalton, GA, March 21, 2006--Each spring and fall, Mohawk stages national sales events for its aligned dealers such as Mohawk Floorscapes, Mohawk ColorCenter, and Mohawk Floorz. The events have produced double-digit sales increases for many of the stores that participate. This spring, Mohawk has added new marketing elements to its program and unveiled a new national sales event: “Passion for Flooring Fashion.” The sales event, which runs from March 18 through April 22, will involve hundreds of Mohawk Floorscapes, Mohawk ColorCenter, and Mohawk Floorz locations across the country that have specially decorated their stores and planned local ad campaigns to complement Mohawk’s national efforts. Dealers participating in Mohawk “Passion for Flooring Fashion” receive numerous promotional support materials and services, including: -National television advertising for Mohawk ColorCenter, Mohawk Floorscapes, and Mohawk Floorz stores. -National print advertising in major consumer shelter publications (such as Better Homes and Gardens). -A special 24-month, no-interest Consumer Finance Offer supported by national print and TV advertising designed to help close sales. -Preformatted television advertising that dealers can customize for their own local TV campaigns. -POP Kits designed to build excitement throughout the sale period, including materials that can decorate an entire store in a Mohawk “Passion for Flooring Fashion” theme. -Ad kits that allow stores to tie into the national ad program. -Direct mail and private sale opportunities, including turnkey programs that manage lists and mailers for the dealer. -An exclusive mini-website (www.mohawk-makes-the-room.com) and retailer locator to find the nearest store featuring the sale. Exclusive earning opportunities in “Mohawk Rewards Plus,” Mohawk’s retailer promotion platform. Points can earned on qualified carpet, carpet cushion, and selected hard surface products during the sale. Go to www.mohawk-rewards.com for details. “During these events, there are dealers who report sales in excess of $100,000 in just one night,” said Manny Llerena, vice president of retail marketing for Mohawk. “These events prove the power of co-branding. Mohawk helps set the stage by focusing consumer attention on a special selling event, and retailers nationwide can capitalize in their local markets with POP, local advertising, and merchandising that results in more closes and higher average tickets.” Llerena said the event has been “fine tuned” for this year. “We routinely go back and talk to participating dealers to find out what works in these sales and how we can make them better. Direct marketing is always a powerful tool, so we’ve introduced new ways for stores to market to specific locations and reach customers with pre-approved credit. The goal is to give the dealer as much selling power as possible.”