Marketing in the carpet industry has always been a bit of a sore point. Marketing departments are rare and all too often it is seen as an adjunct to sales with marketing tools limited to labels.
Marketing exists for one reason – to ensure a business survives by promoting its products and services. Yet, in the UK carpet industry, the consumer is all too often overlooked altogether.
There are, of course, notable exceptions. Who can forget Brintons campaigns with Vivienne Westwood using models dressed in carpet? But consumer facing activity is the ‘unusual’ in the UK carpet industry. It is as if, at consumer level, carpets should ‘sell themselves’! The Carpet Foundation used to advertise in home interest magazines but, currently, do not have the budget. Instead, we rely on public relations – and a potent tool it is too for us. In fairness, the UK manufacturers are good allies here providing carpet to the media on a regular basis while the likes of Cormar, Brintons and Brockway do employ PR consultancies.
We would argue that marketing should play a more prominent role. At the end of the day, there is only one sum of money out there in the pockets of consumers and, as an industry, we have to compete to get it, or at least, a share of it. To stimulate greater consumer demand and interest in carpets, we need to engage with them more and seek to influence them. At the end of the day, we know that carpet is t