During its Winter Market events, Shaw Industries Inc. (Dalton, Ga.) introduced the Shaw Ad Studio, an online resource for customized print ads, banners and store signage. The site is open to all Shaw dealers, and it also provides access to media buying specialists.
Ads are pre-approved for co-op, and dealers can simply submit the ad and required documentation to be reimbursed. The ads and POP materials-including posters, standees, home show flyers, and outdoor banners-can all be customized with dealer information, and dealers can pay for the materials using accrued co-op funds. Dealers can receive orders within seven to 10 business days.
Shaw's media specialists will handle everything from rate negotiation, to co-op approval, to payment and co-op reimbursement. Media specialists in the program will make custom media buys based on the retailer's market and budget; Shaw bills its program as superior to local media reps. "The media specialists target a retailer's specific needs as opposed to bulk buying or recommendations from local media reps who exclusively promote their own programs, which may not be in the best interest of the retailer," said LaShon McGinnis, Shaw residential marketing manager.
