Guest Post – The Feldman Perspective

I’d like to introduce you to Brooke Feldman.  Brooke looks after digital marketing for Nourison who make brilliant rugs from New Zealand wool.   Brooke and I have been working together on some new ideas that we can share more details on soon.  In the meantime I thought it would be nice to get some fresh insights and views from a talented young American woman who is learning to love wool…

Here is what Brooke has to share…

Brooke Feldman

Brooke Feldman has something to say..

When the word rug or carpet comes in mind, what does it make you think of? For me, I go back to my grandma’s old house. She had this amazing white carpet that was soft to the touch and very plush. I loved to lay on it with my feet dangling in the air while I watched TV. Those memories in that little house come into my head now and then. As a digital marketer for Nourison, I’m thinking of my audience constantly and what an impact of a specific product or design we carry has that creates memories.

Nourison Industries is a leading multi-category resource in today’s floor covering markets. We specialize in area rugs, broadloom, home accents and have a whole hospitality division. We create everything from the everyday home design, to luxurious patterns seen in some exotic destinations in the world. It’s incredible the amount of collections we have and to see what our designers come up with every day.

I find myself walking around our showrooms running my fingers through different rugs. Why? Feeling and seeing our rugs gives me a sense of each customer and what design might fit a chic New Yorker, or a the adventurous sailor in Cape Cod. How each of these “finishing touches” is important to decorating: the icing on the cake to any room.

We think as a company about sustainability not just for the environment, but how a product can reflect a personal style and last for many years to come. That’s why we choose wool. First and foremost, over 95% of our floor coverings (over 64 individual collections) are made from wool and wool blends. As a carpet fiber, wool is non-allergenic, produces low emissions, and actually has air-purifying properties. Wool is natural, biodegradable, and renewable resource that is produced using environmentally friendly, energy efficient and safe methods.

The other factor we consider as a company is the positive impact of using wool, and how it helps us give back. Nourison’s wool processing provides sustenance for thousands of people in hundreds of villages throughout the world. Where sheep herding and cotton farming are a way of life, the animals are treated in these villages with care and respect. The natural materials are harvested and process with pride. Also, the best part about using wools from Wools from New Zealand is that they are universally acknowledged as the purest, whitest wools on the planet. Makes me want to have a pet lamb of my own that sits by me at my desk…either that or take a trip to New Zealand.

For us at Nourison, using wool has a double benefit. We care about the needs of our customers; what they need to make their home trendy, as well as provide a product that will never fail in quality. Likewise, using a natural fiber is a way of giving back to the environment. With a conscious eye on the sustainability of a collection, we continue to produce rugs that will never fail each of our customers. We’re going green whenever possible, how about you?

You can follow Nourison on Twitter and Brooke on Twitter…

Nourison’s website is here..

nourison logo

Click for amazing rugs.

kiwi sheep

Kiwi wool in Akaroa New Zealand

Digital Media and Kiwi Wool

New Zealand wool is renowned for its pure qualities and there is no doubt it is favoured by the world’s leading manufacturers.  Once people try our wool they love it, but we cannot leave it all to a shop floor sales person to do our job for us.  Part of our challenge is to sell people on our brand of wool before they begin their shopping experience or even touch the product.

We know that millions of interior designers and consumers are researching brands and products on-line and using the digital media channels to share great stories.

Sales representatives present catalogues on iPads, Interior designers use online pin-boards like Pinterest to learn about their customer’s preferences and influential designers tweet their fans with the latest discoveries.

There is a conversation going on in the digital world that if you are not part of then you are not doing business with the modern world.

By using various forms of digital media we are part of the conversation, but more than this we can establish leadership in sustainability, innovation and colour and design by using various methods of digital media to grab the attention of influential players in the digital realm.

This Blog on innovation and marketing is read by over 1200 industry people every month.  We know that this tool is reaching the right people as they tell us they have been switched onto our brand after reading woolblog.com.

We have produced iBooks for partners that tell all the advantages of branded wool in one easy and fun to use format.   Non-partner companies look on with envy when we explain that the iBook is only available to paying customers.

Our partner companies are telling the story of New Zealand wool on their own sites, producing videos to place on YouTube and working with our team to create inspirational and relevant communication tools with Wools of New Zealand leading the way and creating a culture of digital innovation within our network of partners.

Having a digital presence is now critical but you have to use the right tools.  The methods and the language you use with consumers are very different to how you talk to your trade partners.   Some tools are great for brand awareness, creating back links to lift your Google profile, or for sharing your expertise.  One thing is certain, you have to be doing something and it has to be meaningful to the people you are trying to engage with.

The WNZ Laneve iBook

It’s Social Stupid…

It is really important to use new media effectively.  Too many businesses think that just having a Facebook page is enough.  If the content is not engaging and consistent you are wasting your time and turning the audience off.  Social media is a great way to build trust and to engage with your customers,  but it is not a sales tool.

I nearly wrote a post about effective social media, but then I read this… wingedwordsmith is worth checking out.

Focus your social sheep media[/caption]

wingedwordsmith

Social Media Marketing is the new kid on the block when it comes to advertising and, like many spotty new boys, it is, sadly, often mis-understood and badly treated.  So here are a few of my persional thoughts on triumphing in the new frontier of Social Media Marketing.  Enjoy!

  • It’s Social, Stupid!  If you bombard your clients with straight adverts on any social media platform, you’re on a hiding to nothing.  Social Media is about communication and conversation;  show genuine interest in your customers and you’ll reap the rewards.
  • It’s going to take time.  Social Media Marketing isn’t a quick fix advertising wonder – it’s a slow burn.  It takes time for your networks to grow organically, and not everyone who follows will be a “buyer”.  The larger your network becomes, the bigger your influence and the more potential clients you’ll reach.  But it won’t happen overnight!
  • You wouldn’t run…

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