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 Shaw Launches National Consumer Ad Campaign

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September 1, 2005

Shaw Launches National Consumer Ad Campaign

Dalton, GA - Shaw Industries has announced the initiation of a major national consumer advertising campaign using the countrys leading shelter publications. Magazines include major home-oriented magazines, such as Good Housekeeping, Better Homes and Gardens, Ladies Home Journal, Real Simple, O (The Oprah Magazine), Country Living, Southern Living, Sunset, Traditional Home, and others. During this Fall alone more than 60 million people will see the series of ads Shaw has produced for the campaign, and an additional, larger program is planned for Spring of 2006.

The campaign is one element of the companys ongoing three-part marketing communications program, which also includes retail support via the Internet and in-store merchandising. The overall program, now in its second year, was developed to attract consumers to flooring products and direct them to Shaw retailers.

"We want women to look at new flooring as a canvas for their room design," says Kathy Young, Shaws director of creative services. "They want to find the perfect style and color, but our research reveals that they face barriers that leave many frustrated. Shaw has made a concerted effort to remove these obstacles through its innovative and informative Internet site and in-store marketing and merchandising. With the advertising campaign, we are now ready to invite them to our dealers stores with a dramatic, persuasive message."

Young notes that the Shaw campaign uses an entirely different creative approach that spurs interest in flooring with an inspirational message. "The ads avoid the utilitarian approach of promoting function and durability often seen in floor covering ads and instead focus on the emotion that drives women to buy better products," Young adds.

Scott Sandlin, Shaw vice president of residential marketing, says that Shaw was looking for a creative approach that would stand out from other flooring and home furnishings advertising. "The new creative is dramatic and inspirational. As an industry, weve not done a good job in positioning flooring as a central design element in room renovations, and I believe this campaign succeeds in doing that," he says.

The ads are designed to inspire homeowners to use their imagination and look at flooring in a new context. Part of the ad layout presents an inviting setting that suggests a fondly remembered experience, like a trip to a quaint hotel or favorite bed-and-breakfast inn. For each of the stunning room scenes featured in the ads, the description begins with the headline, I want a floor that will take me back...(or "I want a floor that looks like..." or "I want a floor that reminds me of...").

"The appeal is clearly emotional, and the message is inspirational," Young says. "The images and copy prompt the reader to remember those places and experiences that were meaningful in her life. Most important, the ads say, You can do this, too, and recreate your dream." Young adds, "The ads also direct readers to our website, shawfloors.com, where they will find additional design help and information to help them make flooring decisions. And the sites Dealer Locator sends them right to our dealers stores."

Shaw selected R&D Thinktank, based in Dallas, Texas, as their advertising agency of record. "The I Want a Floor campaign is firmly rooted in consumer insight," says Doug Rucker, principal of R&D Thinktank. "Before women undertake a home flooring project, they take mental pictures of rooms that appeal to them, a scrapbook of sorts. This campaign acknowledges this important part of the process," he says. Rucker believes that R&D Thinktanks revolutionary application of the thinktank concept allows clients to benefit from a wide range of creative solutions to specific business and communications issues.

Scott Sandlin - 706.275.3691