Carpet Foundation returns to consumer marketing
The Carpet Foundation is to resume consumer advertising over the next year.
The organisation has booked a 12 month programme of one-page advertorials in leading home interest magazines.
The campaign will address key consumer issues such as carpet and health, underfloor heating and the benefits of buying from independent retailers. Magazines on the list include Ideal Home, Your Home, Homes & Antiques and The English Home.
The first advertorial, in the November issue, on sale October, is in Country Homes & Interiors, a title with a circulation of over 70,000. It will focus on the benefits of buying from Carpet Foundation members. This will be followed by a page in the December issue of Ideal Home, the UK’s biggest selling home interest magazine, which will address carpet and asthma.
‘With a solid and growing retail membership, together with the support of 19 Patron members, we now have the funds to return to consumer promotion,’ said Andrew Stanbridge, Carpet Foundation chief executive.
‘The campaign deliberately sets out to tackle some of the major issues facing consumers when they buy carpet. From the calls we get at our office, we know what concerns consumers and with manufacturers all stressing the wonders and benefits of carpet on their websites and in their promotional literature we don’t need to do that.
‘I am sure our members will be pleased with what they see. We will merchandise everything back to them in newsletters and, if we can, point of sale. Tackling major consumer issues marks a significant departure for the Carpet Foundation but illustrates our standing in the market and no one else is in a position to independently comment like us.’
Pictured is the first advertorial covering the benefits of buying from Carpet Foundation members.