Shaw Continues “I Want a Floor” Campaign

Dalton, GA, March 8, 2007–Shaw will solidify an aggressive marketing approach in 2007 with a continuation of the successful “I want a floor…” national consumer advertising campaign including additional television commercials, Web advertisements, more print advertisements and enhancements to the recently revamped Web site at shawfloors.com.  Since the campaign’s launch in the fall of 2005, Shaw’s consumer awareness has increased more than 40 percent and awareness of Shaw as a leader in the flooring industry has increased 65 percent.

“Shaw’s brand building and communication’s efforts will carry into spring 2007 by building momentum from our current campaign,” said Scott Sandlin, Shaw’s vice president of residential marketing. “Our greatest goal from our marketing efforts is to bring educated, ready-to purchase consumers to Shaw dealers.”

The 2007 campaign will deliver over 1 billion impressions through a continued media mix that includes print advertisements in women’s shelter and service magazines like Better Homes and Gardens, Good Housekeeping, Southern Living, Country Home, Traditional Home and other home-related special interest publications.  Television advertising will air on national cable channels such as HGTV, DIY, TLC, Discovery Home, A&E and other successful syndicated shows including Oprah and Dr. Phil.  In addition to increased key word buys, Internet advertising will increase through several dot-com sites including hgtv.com and the diy.com.  In-store, newly designed flooring samples and signage were created to communicate the campaign’s message to consumers at the point-of-sale. 

Shaw redesigned shawfloors.com to reflect the messaging and style of the “I want a floor…” campaign. The new consumer Web site offers bolder images, in-depth product catalogs, sample ordering, advanced dealer searches, interactive room scenes and live chats with Shaw customer service representatives. This spring, users will be able to upload images of their own room scenes to add Shaw floors, paint or even a rug. Unique Web site visits have increased by 90 percent since the new site launched this past October.

“We are very excited about the continuation of our “I want a floor” campaign and attribute the campaign’s success to its simplification of the floor selection process,” said Kathy Young, Shaw’s creative director. “We conducted a significant amount of research on female buying practices before developing the campaign. Our ads help consumers realize what they want in a floor by providing them with inspiration, convenience and direction via print, television, online and in-store.”