Shaw Industries

Floored by Local Marketing Success

Revolutionizing Local Marketing Management and Visibility for Shaw Industries’ Dealer Network

 

MarketSnare’s turnkey marketing solution enabled Shaw to efficiently support and monitor their dealer networks, improve CRM across all markets, and improve local marketing efforts nationwide.

 

Shaw Industries, a Berkshire Hathaway subsidiary, is one of the largest and most respected manufacturing companies in the world. From carpet to laminate, luxury vinyl to golf course greens, and synthetic turf to tile flooring, Shaw produces and installs a wide variety of products. Serving both commercial and residential markets through mass-market and niche industry brands, Shaw has extensive dealer networks across local and commercial markets worldwide, and efficiently managing and supporting such a multitude of dealers, and their local marketing programs, isn’t easy.

Recognizing many dealers don’t have the necessary resources and expertise to manage local marketing effectively on their own, Shaw needed to streamline local marketing efforts for their dealers. By leveraging MarketSnare’s turnkey marketing solutions, Shaw’s dealers were able to keep their focus on sales while their local marketing reach grew. MarketSnare’s solutions give Shaw the ability to provide their dealers with localized content, resources, and marketing assets, while also providing visibility across the whole dealer network. From lead generation through the sale, MarketSnare provides comprehensive local marketing analytics that give Shaw Industries a clear understanding of what’s working at the local level, what kinds of returns they’re getting on their marketing dollars, and what kind of sales pipeline is developing across all their local dealers.

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Local Marketing Objectives

MarketSnare partnered with Shaw Industries to enhance the marketing capabilities of their local dealers and provide them with a competitive edge in promoting products within their local markets.

MarketSnare aimed to dramatically improve organic visibility and ultimately increase sales while saving dealers money. On average, dealers saved 90% on the cost of their digital marketing and local marketing services, all while lowering their cost per lead and improving overall performance. The primary marketing objective was to empower dealers by providing them with the tools and support needed to maintain consistent branding and messaging no matter the local market. Other key objectives included:

  • Provide comprehensive support to dealers in their local marketing territories
  • Provide local marketing team with local marketing analytics so they can determine which marketing messages are working best across the network
  • Empower dealers to increase sales and business growth
  • Ensure dealers have access to the latest product information, marketing assets, and other resources provided by Shaw
  • Ensure dealers adhere to any legal requirements specific to their local regulations as well as company policy
  • Help dealers maximize sales conversion opportunities through effective lead generation and nurturing programs
  • Provide the enterprise visibility into the sales pipeline end-to-end across all their dealers
  • Position Shaw as a value-added partner, offering not just products but also local marketing expertise to help dealers thrive