mbaNEWS: The Carpet City is one of the complexes that during its years of activity, has covered a wide range of advertising in the mass media and “Wonder” is the title of a comprehensive campaign that is launched with a new theme every time.
Congregation of a large part of the brands active in the field of carpet industry was a new idea that led to the creation of a comprehensive brand called the Carpet City. But, attracting the Iranian audience, in whose culture carpets are very important and for buying the product they would refer to reputable stores or the grand Bazaar, required creation of an identity and motivation that could facilitate this alternative process.
The complex of the Carpet City was identified through the implementation of promotional campaigns for introducing and expressing specific services that could convince the customer to purchase, and the “Wonder” scheme is a campaign which is offered to the customers with a different and new message each time.
Mehdi Qolkhan, a marketing and advertising consultant of the Carpet City, while emphasizing on this issue, said: “The design of the campaigns of this complex is based on the axis of honesty and truthfulness with the audience so that at present it could seriously be claimed that sales in the Carpet City are based on the brand and recognition of the audience of the complex and that advertising only plays a reminding role.”
Stressing that promotional schemes, such as “present the invoice and get refund” or “money back if returned within 72 hours”, are based on organizational strategies such as less benefits and more sales, he said: “Offering services along with the sale of the commodity to the customer is a topic that is common in the whole world which is taking place at the Carpet City complex with the participation of brands that, as sponsors, tend to provide complementary services. For example, for the free transportation services the Snap and Tapsi are volunteers as it would be a type of promotion for themselves.”
As for the recent scheme dubbed “Wonder” and themed “present the invoice and get refund”, he said: “The “Wonder” campaign is underway since 1393 (2014-2015) with different topics and with the approach of the Norouz (New Year) time our intention was to remind the audience that based on honesty, still we have a realistic idea about advertising and without raising prices in this season and then offering discounts, we stand beside the customers as their interests are more important to us than our seasonal profits.”
He further remarked that in this complex the quality control unit monitors products and measures such as offering after-sale services like changing and returning the defective goods up to two months, or the possibility of repair by the supplier brand with free services as well as guarantee of the goods to the customer and the possibility of changing the product for any reason up to 72 hours, are among the rights considered for the customers within the framework of the advertising campaign. This has attracted more audiences who have been informed of the services and specifications of the brand either through mass media or by other customers.
mbanews.ir- Maryam Ghazanfari