Opinions
Bridgette Kelly, press and pr
manager at BWMB, talks about
working with retailers to promote
wool...
Marketing is something that only the very brave can the British Wool’s reputation is upheld as the best fibre something to offer the customer once the transaction
ignore in business but it still suffers from the fact that it for carpet – practical, high quality and luxurious. had been completed. A number commented that in this
is never an exact science despite advanced research and We work with the textile industry, retailer and the way, it added value to their service and showed they
measurement techniques. The truth is that marketing consumer and remember, it is an international market for were working with leading trade organisations. Simple
in all its guises is often best when it evolves through a us, so the budget has a long way to go. Our most recent suggestions such as making return postage pre-paid are
combination of detailed market knowledge and sheer gut carpet promotion highlighted the retailer/consumer also important to our research.
instinct. relationship. Feedback is always valuable and we hope that when
Getting value for money is important and with We launched the 2007/8 British Wool Prize Draw we launch our Prize draw promotion for 2008/9, that
some things working better than others, it is always promotion to help create an incentive to the retailer to the retailer will make use of it as a promotional tool for
likely to suffer from the accountant’s cost versus return promote British Wool carpet and also to the consumer their business. This year we intend to offer more luxurious
evaluation. Tight budgets are usually the reality behind to buy British Wool. There were prizes for both the prizes in order to reflect and emphasize the luxury aspect
most marketing endeavours but commitment to retailer and the carpet consumer. The promotion ended of British Wool.
marketing is important. in April and we have undergone evaluation of its success Our “About Wool for Carpets” brochure is another
The BWMB’s marketing strategy favours promotion to see if it worked. way in which we work with retailers this very successful
on a number of levels including advertising, public Many retailers we talked to felt that it worked better information guide has now been so well received that we
relations, trade shows and more recently, retailer as a reward than an incentive. Completing the entry have reprinted it to meet increasing demand.
promotion. The essence of our efforts is to ensure that form and presenting it with the invoice gave them We believe that the consistency of British Wool’s
promotion has helped us to build highly valuable
relationships across the industry – we listen to the people
who represent the fibre every day and we work with them.
At the BWMB we are proud that the loyalty that many
in our retailer network has for British Wool is often based
on something as simple as a friendly phone enquiry or a
long since held conversation at a trade show. Important as
marketing is, no glossy campaign can ever achieve that.
Contact the BWMB
and find out more...
The British Wool Marketing Board
Wool House
Roydsdale Way
Euroway Trading Estate
Bradford BD4 6SE
Tel: 01274 688666
Fax: 01274 652233
www.britishwool.org.uk
mail@britishwool.org.uk
18 July 2008 retail floors
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