Mohawk Industries, a manufacturer of carpet, rugs, hardwood floors, laminate, ceramic tile and vinyl flooring, recently appointed Intermark Group to lead its interactive efforts.
“The work we will be doing on behalf of Mohawk is a blend of both traditional and interactive marketing,” said Jake McKenzie, CEO of Intermark Group. “It is critical to look at all the avenues open for communication with a potential consumer. Our strength in promotion and digital marketing were key in the development of our relationship with Mohawk.”
As Mohawk’s Interactive Agency of Record, Intermark Interactive will focus on application development, Search Engine Marketing and Optimization campaigns, digital asset development, website development, as well as continuing the robust Dealer Website Services program for the flooring company’s network of retailers located throughout the United States and Canada.
After a successful beta trial last year, Dealer Website Services (DWS) gears up in full force this year with more participants enjoying increased exposure for their flooring stores. DWS creates a unified look and feel for Mohawk’s aligned dealers and offers a cost-effective program for the development and hosting of individual store websites. Dealer participation for the new program has been exceedingly positive with beta testers reporting more inquiries and sales with consumers who found their stores on the web.
“Dealer Website Services drives consumers into stores and provides our retailers with the robust content and resources needed in today’s digital age,” said Michael Cheek, manager of internet technology at Mohawk Industries. “All of the projects that we are working on with Intermark will have an immediate impact on business.”
Additionally, Intermark Advertising and Intermark Public Relations, divisions of Intermark Group, launched an advertising and public relations campaign last year which highlighted one of Mohawk’s carpet product lines, SmartStrandr. The campaign, “SmartStrand Challenge,” put the carpet to the ultimate durability and stain resistance test as it was placed in a rhinoceros exhibit at The Birmingham Zoo. Through Facebook, Twitter, YouTube and a micro-site, consumers were able to watch “Ricko the Rhino” live as he made quite a mess. At the conclusion of the campaign, the carpet easily came clean. Intermark won four Silver ADDYs from the Birmingham Advertising Federation for this remarkable effort.
Intermark also proved instrumental in the first-ever iPhone application by a flooring manufacturer. MohawkME! is an application which connects a person’s mohawk hairstyle preference with their complimentary flooring style. Intermark won a Gold ADDY for MohawkME! from the Birmingham Advertising Federation.
About Mohawk Industries
Mohawk Industries has been a trusted name in carpets for more than 120 years and today they are a leading producer and distributor of flooring worldwide, with both residential and commercial applications. Mohawk offers a complete selection of carpet, ceramic tile, wood, stone, laminate, vinyl, rugs and other home products. The company operates under four divisions with its own products, features and brand names, which include Mohawk, Karastan, Ralph Lauren, Lees, Bigelow, Quick Step, Dal-Tile and American Olean. For more information about Mohawk Industries, please visit their website: www.mohawkflooring.com.
About Intermark Group
Intermark Group is a multi-disciplined marketing firm that provides advertising, media planning and purchasing, public relations, interactive, film and production. Intermark Group employs more than 130 people and the main office is located at 101 25th Street North, Birmingham, AL 35203. For more information on Intermark Group, please visit our website at www.intermarkgroup.com.