Mohawk's New Campaign Solves Decorating 'Puzzle'
Dalton, GA, April 2, 2008--Mohawk says it is going to become more aggressive in its marketing as one answer to dealing with the lackluster flooring market.
The company says it is using a new research-based ad campaign that connects the “passionate decorating hobbyist,” and the “homecentric cocooner” with Mohawk's full line of floor covering products.
Mohawk invested heavily into better understanding what consumers want from flooring—and how they shop for it. Mohawk executives believe they’ve found unique ways to “put the puzzle pieces together” and add greater value for their retail partners.
A focal point for Mohawk’s new communications is called The Cube, modeled after the Rubrics Cube puzzle.
“The Cube is a great metaphor for the process consumers go through in choosing flooring,” said David Duncan, Mohawk's vice president of marketing.
“If you’ve ever tried to solve one of these brain-teasers, you remember how challenging it seemed. Finding just the right floor can be equally puzzling. Our cube represents the answer. We work with retail flooring professionals to provide the right products and services.”
The Cube appears in the television spots, print ads, and online. Ads will feature carpet, hardwood, laminate, ceramic and area rugs. The Mohawk consumer website, www.mohawkflooring.com will feature elements from the campaign and will coincide with the national advertising.
The fully integrated ad campaign will run on leading home improvement TV networks. The television schedule features an aggressive number of TV spots both in the spring and fall schedule.
Home shelter print media in the mix include Country Living, Elle Décor, and many others. Further expanding the reach is an online campaign than includes display ads and search engine marketing.
“Consumers approach flooring purchases in many different ways,” said Duncan. “The challenge for an ad campaign isn’t just to reach the most people—it’s to connect with the right consumers who have the highest potential to be loyal to our brand.”
Duncan and his team devoted months to ethnographic and segmentation research. They wanted to better understand consumers—where they live, how they live and what role flooring plays in their life and in their home. From there they developed the two customer profiles, “passionate decorating hobbyist,” and the “homecentric cocooner.”
“These two customer profiles are focused on their homes and on design,” he said. “They are forever engaged in home improvement projects.
The concept behind The Cube is that Everything works together—flooring, wallcoverings, pictures, furniture, lighting, and Mohawk can help it all come together.
Duncan said The Cube also represents the multitude of support tools Mohawk provides to retailers to solve their business challenges. "Mohawk is continually providing ways to solve their puzzles; everything from training to merchandising to co-branded retail advertising," Duncan said.
"We have attempted to connect the dots from our national ad campaign to the retail store experience. Ultimately, our goal is to build lifelong Mohawk brand advocates.”
Related Topics:Coverings, Mohawk Industries