''Mohawk Means Business'' Sparks 31% Sales Rise

When Mohawk Industries, a $2-billion manufacturer of carpets and rugs, acquired several prestigious brands, it took considerable resources of time and money. The expansion and consolidation process inevitably affected some of the company's key residential dealers. For that reason, Mohawk asked Performance Plus Marketing to organize a dealer incentive program that could be used for all brands, would contain brand-specific retail merchandising and marketing support materials, could be set up quickly, and encouraged brand loyalty. The slogan "Mohawk Means Business" was developed as an umbrella theme to announce the program for all its brands. The award vehicle was presented as "Mohawk Means Success." To launch the program, an 8x10 postcard was mailed to all potential retailers, reiterating Mohawk's commitment to independent retailers and presenting programs and services to support that philosophy. Participants who registered early were eligible for 1,000 bonus points. The postcard explained that all promotion information would be available through an integrated voice-response system. Five brand-specific promotions were announced through a combination of direct mail and the phone system. Postcards provided an overview and directed participants to call for additional information. As salespeople registered, they received the "Mohawk Means Success" kit containing a catalog, deposit envelopes to track and report sales, and award-redemption forms. Retail merchandising kits developed for each of the five brands contained ad slicks, radio scripts, and point-of-purchase materials. The phone system enabled salespeople to check their account balance, hear promotion updates, and hear specific brand promotions. By identifying each dealer account by region, Mohawk was able to promote different products for 10 regions by brand. A four-color awards catalog with 150 merchandise items in four categories had values starting as low as $50. Mohawk Miles, a package of air travel, hotel accommodations, cruises, and car rentals, provided an array of travel options.