Research shows ad campaign is effective
2nd October 2008
Independent research into the Carpet Foundation’s advertising campaign by IPC Insight has shown that consumers think highly of the imagery and are taking out the right messages.
The research, carried out online among 2410 respondents recruited via the IPC customer database revealed that:
- 49% of those exposed to the campaign remembered seeing the ads
- 46% liked the ads
- 57% thought the imagery was striking and modern
- 46% agreed that the ads ‘told them things they didn’t already know’
- 70% agreed that an Office of Fair Trading approved Code of Practice made it more likely that they would buy from that retailer
- 86% of respondents agreed that the fact that selling practices of Registered Specialist retailers are accredited by the Office of Fair Trading is a good thing
- Buying a carpet from a UK based manufacturer was important or very important to 66% of respondents
Commenting on the findings, CF marketing director Rupert Anton said: “These research findings are superb and from a very robust sample. We are clearly striking a cord with our target audience. Bearing in mind we have only been using this campaign for 15 months, recall is exceptionally high but perhaps the most impressive figure is that only 22% of those surveyed didn’t like the ads. The normal advertising goal is 30% so to be much lower really is quite remarkable.”
GEARING UP FOR THE AUTUMN
A whole raft of new initiatives are planned for Autumn 08 including:
- A redesigned website
- £200,000 advertising burst in home interest magazines
- The introduction of consumer vouchers
- The introduction of ‘Britishness’ into promotional messages
- ‘On the road’ dedicated Carpet Foundation representatives
- Regional Registered Specialist meetings up and down the country
- 'Best Practice’ hints from retailers who have had success promoting the OFT link
- Aggressive promotion of the Code of Practice and Registered Specialist retailers
