Kennesaw, GA, December 13, 2006--Wear-Dated will be stepping into 2007 with a new By The Foot marketing campaign. The new direction in branding will reach retailers, manufacturers and consumers through a variety of channels, including web, point of purchase, advertising, public relations and online communities.
Retailers will see new direct mail pieces, rack headers and card toppers designed to help educate consumers before, during and after the carpet purchase. An oversized brochure titled By the Foot—A Foot’s Perspective of Beauty. Life. And Carpet. offers a quirky, stylish approach to “carpetology”—from a foot’s perspective.
The By The Foot brochure is literally a square foot in size, with playful copy, a variety of color options and charts comparing the styles and types of carpet available. “Retailers have expressed a desire to have more ‘tools’ to help consumers choose carpet,” said Marianne Cone, director of consumer marketing, Wear-Dated. “We have worked to make this brochure inspiring, while explaining the technical aspects of carpet--those fiber characteristics that ensure the durability of carpet made with Wear-Dated carper fiber--in a simple, friendly tone. This piece will be a helpful tool for both retailers and consumers.”
In addition to pre-sale information, the brochure also details care and maintenance tips and warranty information. “Retailers strive to maintain a long term relationship with their customers,” said Cone. “By including useful information for after the sale, we are helping the retailer continue to provide value to their customer.”
Wear-Dated will also reach out to mills and retailers through trade advertising featuring the new campaign. Retail co-op ads will also feature the By The Foot campaign.
