| | | | Let's shout about wool January 2012
Generally, within the flooring industry I think it true to say marketing takes a back seat. One recent exception has been polyprop suppliers, who have most definitely stolen a march on their wool competitors. I feel as a nation of wool producers, converters and users, it is our responsibility to extol the advantages and virtues of wool to consumers.
Over the last 20 years consumer awareness and understanding of wool in general seems to have declined and as a manufacturer we should shout about the inherent benefits of our product. Please allow me to introduce you to ‘Sheila the Sheep’.
Sheila was developed with a view to promoting wool to the end customer on our point of sale. Our starting point was to come up with a list of benefits. The initial list contained well over 100 words. That’s a lot for anyone to remember or work with. After considerable discussion we whittled the number down to 40 and dressed Sheila. Of course there will always be a massive market for synthetic carpets for the usual reasons, indeed, Cavalier supply various synthetic carpets, but If we were to ask what were the advantages of ‘Plastic carpet’ I am confident the list would be much shorter.
Sheila will be adorning all of our P.O.S., advertising the benefits of wool to end users and hopefully assisting your sales staff to gain increased wool sales over the next few months. We feel that we have chosen most of the best features to keep Sheila warm though please feel free to consider those we may have missed.
You may be aware of the newer synthetic yarns hitting the market in an attempt to emulate wool both in look and feel. Why try to emulate wool? Only wool is wool. Plastic carpets ‘try’ to do what wool does naturally. They are wanna-be-wools!
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