Page 99 - Carpet! 02/2020

CARPET STAR 2020 ‹
The best approach is to make it possible for them to discover carpets for themselves in a casual environ- ment free of any sales pressure. The very type of en- vironment created by Anna Wahdat in her “On the Rugs” concept, developed in 2016 in a move to break away from conventional marketing tactics. This event- like pop-up sales idea is about showing how enjoyable home living is with traditional rugs, how much more comfortable they make a room feel and what lovely and modern interior combinations they allow. There is an event setting to “On the Rugs”, with oriental hors d’oeuvres, readings, music and/or other elements to build and enhance a feel-good ambiance in which people and carpets can “get to know each other” in re- laxed environs. People get into conversations and ask questions as the mood unfolds around them. Wahdat wisely gives her guests the opportunity to go through this “getting to know you” phase. And those who find themselves particularly taken by a carpet can then ac- quire it on the spot.
Wahdat’s “On the Rugs” events vary in size and are held quarterly, approximately, in cities across Ger- many. Venues include the company warehouse in Hamburg’s historic Speicherstadt warehouse district, with guest designers in attendance, and at the facili- ties of “young living” furnishing partners. These cre- ate a win-win situation for Wahdat, her collaborating designers and her dealers, as the products harmonise excellently with each other. The pop-up events are primarily promoted on Instagram and Facebook as well as other social media, and in the company news- letter. Everyone on social media has a network of their own, so the advertising reach can be quite far. •
Die Veranstaltungen sind eine Win-win-Situation für Wahdat und die entsprechenden Designer und Händ- ler, denn die Produkte ergänzen sich perfekt. Die Wer- bung für die Pop-ups läuft hauptsächlich über soziale Medien, vor allem über Instagram, auch über Facebook und Newsletter. Und da jeder Beteiligte sein eigenes Netzwerk hat, ist die Reichweite oft ziemlich groß. •
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