Flooring Show, Market Intelligence and the Truth.
This week I spent two days manning (or is that personing these days?) a small stand at a Flooring show. This was the UK’s National Buying Group show, an invite only event for carpet showrooms that belong to one of the major buying groups.
We used the opportunity of the show to speak to the people who ultimately sell our wool, the retailers. We showcased our new consumer website, laneve.co.uk and illustrated how we are using new media to educate consumers about the benefits of New Zealand wool and direct them into one of our Premier Partner retail members own stores.
The business people we spoke to were inspired and excited to keep promoting a product with real integrity. It is clear that we have a sustainable natural product that is warm and comfortable, asthma and allergy friendly and a genuine lifestyle opportunity.
Attending this show was invaluable to me as a marketer and as an innovator. Getting raw feedback from the people who live and breathe selling wool carpet everyday is brilliant. It is only by getting this direct market feedback that we can continually adapt and enhance what we do and how we do it.
It also gives us insights into what those naughty plastic flooring maniacs are up to.. Our product wool, remains natural, renewable and the only lifestyle flooring choice that actually improves the air in your home. Regardless of the truth hard flooring promoters continue to defame carpet as bad for Asthma. Eventually they will trip themselves up as we have the science to prove them wrong.
Getting to this show enabled me to remind a handful of wool sellers about a few of the technical and ethical benefits of lovely Kiwi wool. I’m looking forward to the next opportunity. Hope you are too.