Continuing with the Carpet and Rug Institute Seal of Approval Success Stories series: CRI Member Mohawk Industries Multiplies the Message on Cleaning and Maintenance.
Case #4 Mohawk Carpet Care Kit
Earlier this year, when Mohawk rolled out a reformulated and rebranded version of their popular line of FloorCare Essentials cleaning and maintenance products, they did more than just enhance the products with new packaging and a more effective, all-natural formula - they threw in a little something extra: for the first time, a copy of CRI’s Carpet Cleaning Tips for Dummies is included inside each Mohawk FloorCare Essentials Carpet Care Kit. (For an earlier post on the Carpet Cleaning Tips for Dummies books click here.)
I discovered this news quite by accident one day when I received a voice mail that had been routed to my phone by mistake. The caller left a message saying he wanted to order several thousand of the CCTfD booklets. I followed up, first to make sure the caller connected with the person here at CRI who could help him with his publication order, but my ulterior motive was to find out who was ordering so many books. I was pleased to find out it was Mohawk.
Mike Zoellner, who is Mohawk’s Vice-president of Marketing Services, won’t take credit for the idea of putting the CCTfD books into the cleaning kits, but I bet he had something to do with it, because Mike also lends his considerable leadership skills to CRI in his role as chairman of the Market Issues Committee.
In any case, he says the idea came about as a way for Mohawk to “support CRI by recognizing a good resource and use the tools we create in the CRI committees.” He notes that the booklet allows member companies to use CRI according to its mission – to create value for its members by gathering and promoting science-based information on carpet and rugs. Cleaning Tips for Dummies is a perfect example of that.
The new carpet cleaning kits are in stores now – any retailer can arrange to have a Mohawk FloorCare Essentials display in their store.
Thanks to Mohawk for supporting CRI and, more importantly, getting the science-based facts about carpet care and cleaning to consumers!
Watch this 1-minute video showing the new Mohawk FloorCare Essentials Carpet Care Kit. [Subscribers, please click on this link to watch the YouTube video of Mohawk FloorCare Essentials.]
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