The British Wool Marketing Board (BWMB) has launched a retail show card to help promote British Wool carpets to the consumer.
The cartoon character style card is intended to draw attention to British Wool carpets and remind the consumer that British Wool is a natural fibre grown on British sheep in the United Kingdom.
Along with the card, the retailer will receive a canvas bag of wool, a leaflet dispenser and a supply of the latest publication from the BWMB - 'About Wool'. This handy A5 size brochure explains simply the benefits of wool as a fibre in carpet and what it brings to the home.
"We want people to understand the true benefits of wool as a carpet fibre, which they often don't. Many people ask for a wool carpet but they haven't really any great understanding of why wool is so good in carpet."
"In many cases, I suspect that people will not even register that the wool in their carpet came from sheep." Said Tim Booth, Product Development Manager for British Wool adding, "which is why we have included a bag of clean natural, unprocessed wool with the Show card promotional pack."
Farmer Tom's growing profile is a fresh approach to marketing British Wool, but the BWMB find that it works on two fronts; firstly he is a bright and cheerful character which stands out in the busy carpet showroom and secondly, he is the real face behind the fibre.
"British sheep farmers are the reason wool is available to carpet and the Farmer Tom character portrays the field to floor story perfectly." Explained Tim Booth.
He continued, "Wool has a tremendous life-cycle, which highlights the wonder of nature and the resources of manufacturing, not every product has that story and we really should maximize on it."
The British Wool Marketing Board operates a central marketing system for UK fleece wool with the aim of achieving the best possible net returns for farmers.
The British Wool Marketing Board
marketing@alchempro.com
