MOHAWK USES SPRING CONSUMER HOME SHOWS TO HIGHLIGHT SMARTSTRAND SORONA, HARD SURFACE FLOORING 

 

Mohawk Teams Up With National Magazines, TV Personalities To Reach Consumers and Support Retailers

DALTON (April 27, 2011)—Consumer home shows had a resurgence this Spring, with many events reporting double—or even triple—the attendance of the last couple of years.  And many consumers, eager to learn about new design and decorating ideas, got a special treat from Mohawk.

 

Mohawk, in conjunction with major consumer publications like Traditional Home and Renovation Style, participated in four large consumer shows this season, including the Capital Home & Garden Show in Washington, DC; the Minneapolis Home & Garden Show; the Great Big Texas Home Show in Dallas, and the Denver Home Show.  More than 200,000 people attended these shows, and Mohawk used the events to help launch its Colors of Spring National Sale, support local retailers, and educate consumers on new flooring options.

 

Special emphasis was placed on promoting SmartStrand^® carpet made with DuPont™ Sorona^® renewably sourced polymer, and highlighting its stain resistance, durability, and styling options.  Mohawk also gave away free samples of Mohawk FloorCare Essentials, and showcased a variety of new hard surface and laminate flooring options.  Mohawk  branded red carpet covered all front entrances, welcoming consumers to the show.

 

Mohawk celebrity spokespeople Taniya Nayak and Chip Wade were on hand, participating in panel discussions and conducting interviews with local television, radio stations and, newspapers.  For the Dallas show, a new celebrity presenter, Nichole Curtis of the DIY Network’s “Rehab Addict” represented Mohawk, talking about the SmartStrand Sorona carpet she put in her own home.

 

“This was a great opportunity to create visibility for our Colors of Spring National Sale and promote our innovative, differentiated products,” said David Duncan, Vice President of Marketing.  “Our messages from the shows are still being circulated in a variety of media.  We were able to concentrate on consumers who are primed to make buying decisions, and give them compelling reasons to choose Mohawk.”

 

 

 

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About Mohawk Industries:

Mohawk Industries has been a trusted name in carpets for more than 130 years and is a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of broadloom carpet, ceramic tile, laminate, wood, stone, vinyl, rugs and other home products. These products are marketed under the premier brands in the industry, which include Mohawk, Karastan, Lees, Bigelow, Columbia, Century, Dal-Tile, American Olean and Quick-Step. Mohawk's unique merchandising and marketing assist our customers in creating the consumers' dream. Mohawk provides a premium level of service with its own trucking fleet and more than 250 local distribution locations.