Couristan releases Pulse rug sales, marketing program
Heath E. Combs -- Casual Living, November 11, 2011
Couristan has released its Pulse area rug program, a new free sales and marketing tool for qualified dealers and retailers.
Couristan's Pulse program currently includes four "lifestyle trend" brochures to be kept in a sturdy, labeled binder.
The program's focal tool consists of four themed color brochures featuring photos and information of product divided by collection, in a three-ring binder, to provide a structured presentation sales tool.
Categorized according to construction, pile fiber, price and pattern, the 2011 Pulse area rug brochure package features all 39 area rug collections in Couristan's running line through October 2011. The company will make a fifth Pulse brochure available in early 2012, which showcases a special 85th anniversary product assortment, including power-loomed wool designs in Couristan's signature style.
The company distinguished the initial brochures by four - what Couristan terms - "lifestyle trends." The brochures' subtitles provide more detailed descriptions of the collections contained in each. The brochure names are "The Good Life: Global inspired hand-knotted collections," "Casual Surroundings: Sensual & tactile hand-crafted collections," "Home Retreat: Fashion and value collections," and "Without Walls: Outdoor/indoor performance collections." The suggested retail range for products displayed in each brochure, respectively, is $799-2,569, 6x9; $149-699, 5x8; $169-479, 5x8; and $109-299, 5x8.
"Couristan's broad product assortment has evolved significantly over the past several years and now mirrors a variety of current and classic lifestyle trends that consumers strongly identify with," said Larry Mahurter, vice president of advertising/marketing, Couristan. "We felt it was essential to create a fresh, easy-to-browse collateral program that acts as a tangible, inspirational reference guide to the abstract idea of these important design categories."
The Pulse brochures feature a universal layout that includes a front cover flap with descriptive copy about the collections included and each collection page has product information such as pile fiber, construction, features/benefits and available stocked sizes. The brochures note area rugs that have coordinating roll runners, special shapes and residential broadloom with color-coded asterisks.
Couristan will print updated brochures yearly with supplemental new introduction tri-fold inserts printed every six months.
The Pulse program also includes cross-branding efforts in the form of redesigned rug tags, email blasts, trade advertisements and direct mail pieces.
The company provides its sales managers with an educational, in-depth power-point presentation that gives a comprehensive overview of the Pulse program to assist them in conducting training sessions with retail sales staff. Authorized Couristan dealers may schedule training sessions and/or place orders for their complimentary Pulse area rug brochures by contacting their respective Couristan territory manager.
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