Shaw Expands Consumer Ad Campaign

Dalton, GA--Shaw has announced its schedule of consumer advertising for the spring and summer of 2006. The company has increased the reach of its national ad campaign in the country’s leading shelter publications by expanding the frequency in some publications and adding additional consumer magazines. Magazines include major home-oriented magazines, which research has shown attract the majority of readers looking for remodeling inspiration. Total ad impressions during the spring/summer season will exceed 270 million, and impressions reaching the female consumer represent more than 215 million, a significant increase over the company’s fall ‘05 campaign. The following publications will be included in the schedule: Better Homes & Gardens Metropolitan Home BH&G Beautiful Homes Midwest Living BH&G Remodeling Ideas O at Home Country Home Southern Living Country Living Sunset Domino This Old House Elle Décor Traditional Home Good Housekeeping Woman’s Day: Kitchens & Bath Home Woman’s Day: Home Remodeling House Beautiful Weekend InStyle Home The campaign represents the third phase of Shaw’s ongoing marketing communications program, which also includes retail support via the Internet and in-store merchandising. The overall program, now in its third year, was developed to attract consumers to flooring products and direct them to Shaw retailers. “We had great success with our “I want a floor...” theme that we used in the fall,” says Kathy Young, Shaw’s director of creative services, “and we plan to continue that approach in the spring and summer campaign.”Young notes that the campaign has used a different creative theme from traditional home furnishings advertising by spurring interest in flooring with an inspirational message. “Both the original ads and the spring ‘06 ads avoid the utilitarian approach of promoting function and durability often seen in floor covering promotional messages. They instead focus on the emotion that inspires women to buy better products,” she says. The new ads are designed to put additional emphasis on Shaw’s Internet site, www.shawfloors.com. “A major part of the campaign is getting readers to visit our website,” says Scott Sandlin, vice president of marketing. “The site is informative and helps consumers understand the features and benefits of all Shaw products, and how those things affect quality. Most important, the site directs these now informed consumers to the stores of our customers.” Like the introductory Shaw ads, the new ads are designed to appeal to the imagination and cause homeowners look at flooring in a new context. Part of the ad layout presents an inviting setting that suggests a fondly remembered experience, and the “I want a floor...” headline prompts the memory. “The appeal is clearly emotional, and the message is inspirational,” Young says. “The images and copy move the reader to remember those places and experiences that were meaningful in her life. Most important, the ads say, ‘You can do this, too, and recreate your dream.’” Young adds, “The website also gives readers additional design help and information to help them make flooring decisions.” Shaw selected R&D Thinktank, based in Dallas, Texas, as their advertising agency of record. “The ‘I Want a Floor’ campaign is firmly rooted in consumer insight,” says Doug Rucker, principal of R&D Thinktank. “Before women undertake a home flooring project, they take mental pictures of rooms that appeal to them, a scrapbook of sorts. This campaign acknowledges this important part of the process,” he says.

Related Topics:Shaw Industries Group, Inc.

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