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Wear-Dated® Campaign Draws Significant Foot Traffic
By The Foot Makes Customers—and Feet—Excited About Buying Carpet
KENNESAW, Ga.--April 18, 2007--Feet are flocking to Wear-Dated® retail stores around the country. As a result of Wear-Dated’s new By The Foot marketing campaign, more customers find themselves walking into stores to buy luscious carpet for their homes.
By The Foot was launched in late 2006 and introduced a new direction in Wear-Dated branding to reach retailers, manufacturers and consumers through a variety of channels. The campaign centers on an oversized brochure titled By the Foot—A Foot’s Perspective of Beauty. Life. And Carpet. offering a quirky, stylish approach to “carpetology” from the foot’s perspective. Retailers and dealers agree that it offers a completely new approach to the Wear-Dated retail experience: instead of just selling carpet, they can now better educate consumers about why carpet serves as a wonderful flooring choice for homes.
Direct marketing efforts based on By The Foot have proven successful in retail stores across the country and retailers are jumping at the opportunity to incorporate the campaign into future efforts. Success stories include Carpeteria in San Diego, Calif. with a one-day event, Carpetland USA in Tallahassee, Fla. with a three-day event, and CarpetMaster Carpet One in Latham, N.Y. with a seven-day event. All three of these retailers generated significant foot traffic and sales as a result of the campaign.
“Retailers and their customers have really embraced our By The Foot campaign,” said Marianne Cone, director of marketing, carpet fibers, at Solutia Inc. “This direct marketing program gives retailers the opportunity to bring consumers into the store, provide them with more insight and information about carpet than ever before, and educate them as to why they should buy Wear-Dated.”
Retailers can even use monies from their participation in the Wear-Dated co-op program to fund direct marketing campaigns for their stores. “Our retail partners are always looking for innovative ways to maximize their marketing dollars,” said David Goldschmidt, director of sales, Wear-Dated carpet fiber. “This program has allowed us to focus our co-op funds toward programs that connect with customers and draw them into retail stores to purchase carpet.”
By The Foot has received accolades from design and flooring experts including television’s celebrity designer Rebecca Cole – who states that the brochure is “a treat for all the senses… visually spectacular, sensuous to the touch and the copy is delicious” – and the editors of Floor Focus magazine. It has also received the Best of Show award and a gold ADDY in the Regional American Advertising Foundation awards.
For more information about the Wear-Dated By The Foot campaign contact your Wear-Dated representative.
Note to Editor: Wear-Dated is a registered trademark of Solutia Inc.
Wear-Dated® Carpet Fiber
Carpets made with Wear-Dated carpet fiber are tough tested and certified for unsurpassed durability, assuring carpet that looks better longer and is backed by full five-year normal wear and full seven-year stain and soil warranties. For more information, visit http://www.weardated.com.
Solutia
Solutia http://www.Solutia.com uses world-class skills in applied chemistry to create value-added solutions for customers, whose products improve the lives of consumers every day. Solutia is a world leader in performance films for laminated safety glass and after-market applications; specialties such as water treatment chemicals, heat transfer fluids and aviation hydraulic fluid and an integrated family of nylon products including high-performance polymers and fibers.
Solutia ... Solutions for a Better Life.
Source: Solutia Inc. St. Louis
4/18/2007
Written by:
ehise
4/18/2007 1:00 AM
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