Economy Doesn’t Discourage Wear-Dated® Retailers
Dealers in 12 markets participate in joint advertising program
KENNESAW, Ga.--April 14, 2008--A downturn in the economy often means a decrease in advertising spending for retailers. But in reality, advertising during an economic slowdown could make a major difference to a business in terms of market share and return on investment, and is something that many of the savviest flooring retailers have committed to do.
In the next few months, retailers who sell Karastan carpet made with Wear-Dated® carpet fiber are taking advantage of a multi-dealer advertising program. By pooling their resources together, these dealers are buying advertising in 12 major markets and connecting with more consumers than if they each advertised alone.
"Our goal is to help these Karastan Retailers drive customers through their doors," said David Goldschmidt, Wear-Dated's director of retail sales. "Research shows that retailers who maintain or even increase advertising during challenging economic conditions have a better chance of increasing both traffic and profit. We are lending financial support to this joint advertising program to give our best dealers every opportunity to succeed."
Participating markets include Seattle, Chicago, Cincinnati, Los Angeles, Orange County, Connecticut, Atlanta, Boston, Minneapolis, Houston, Dallas and Washington DC. Ads are scheduled to run through May in many markets. In Orange County, for example, 10 local retailers have contributed to an advertisement to run in the Los Angeles Times throughout March, and in Texas, five dealers are contributing to ads running throughout the Houston area during the same time. The ads feature Karastan best sellers like products from Design In America, The National Trust collection, and longtime favorites like Eloquence Classic, made with Wear-Dated Natural Nylon™ carpet fiber.
For more information about the multi-dealer advertising program, contact your local Wear-Dated representative.
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Note to Editor:
· Wear-Dated is a registered trademark of Solutia Inc.
Corporate Profile
Solutia is a market-leading performance materials and specialty chemicals company. The company focuses on providing solutions for a better life through a range of products, including Saflex® interlayer for laminated glass; CPFilms® aftermarket window films sold under the LLumar® brand and others; high-performance nylon polymers and fibers sold under brands such as Vydyne® and Wear-Dated®; and technical specialties including the Flexsys® family of chemicals for the rubber industry, Skydrol® aviation hydraulic fluid, and Therminol® heat transfer fluid. Solutia’s businesses are world leaders in each of their market segments. With its headquarters in St. Louis, Mo., USA, the company operates globally with approximately 6,000 employees in more than 60 locations. More information is available at www.Solutia.com.
Karastan
Karastan is a part of Mohawk Industries, a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of broadloom carpet, ceramic tile, wood, stone, laminate, vinyl, rugs and other home products. These products are marketed under the premier brands in the industry, which, in addition to Karastan, include Mohawk, Ralph Lauren, Lees, Bigelow, Dal-Tile and American Olean. Mohawk’s unique merchandising and marketing assists customers in creating the consumer’s dream. Mohawk provides a premium level of service with its own trucking fleet and over 250 local distribution locations. For more information, visit http://www.Karastan.com.
Source: Solutia Inc.
St. Louis
4/14/2008
Contact: Christine B. Whittemore, (973) 283-2424, cbwhit@solutia.com
Written by:
ehise
4/14/2008 1:00 AM
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