This week we chatted with Kara Norris, Chief Marketing Officer for Carpet Court, one of our major sponsors, about the importance of finding the right ambassador for your brand. The right ambassador will not only propel your brand forwards, it will also raise your profile and put your business in the eyes of your target customers.
How important has it been to get the right ambassadors for Carpet Court? What were you looking for in a brand ambassador?
It was imperative we found brand ambassadors who were a good fit for Carpet Court’s values and culture, and someone that our customers find relatable.
In an ambassador, we were looking for individuals who, first and foremost, believed in Carpet Court’s product offering and had experience in the design industry and home renovation market.
Similarly to our brand values, they needed to be likeable, family-orientated, trust-worthy and knowledgable, which they are!
How did you go about finding Shelley Craft and Darren Palmer?
For Carpet Court, it was really important our ambassadors would be brand representatives that people trusted and respected.
Darren joined us first as an interior design specialist to share valuable design secrets our customers can use, and demonstate how to use our products to achieve a look they will love.
We also wanted to welcome someone on board who could complement Darren and be equally loveable, but had more first-hand experience in home renovation experience while balancing family life – Shelley Craft was the obvious choice for us! Since Shelley came on board, they work as a dynamic ‘he said/she said’ team bringing together unique expertise and experience for our customers.
What are the qualities that make Shelley and Darren such a good fit for Carpet Court?
They are both very similar to our customers in that they’re family-orientated, Australian and personable. They both genuinely believe in the brand and Carpet Court’s offering.
Shelley knows firsthand the challenges faced by DIYers and renovators, and is relatable to many of our customers in that she is a mother with a busy work schedule.
Shelley brings a wealth of knowledge and DIY advice suitable for families, while Darren offers stylish interior tips and tricks, and insights in to current industry trends.
Would you recommend other businesses use ambassadors as a way of boosting their brand recognition and image?
Absolutely. They give a brand personality and a voice which helps audiences and influencers engage. Since working with Darren and Shelley, Carpet Court’s brand awareness and loyalty has grown substantially.
They also help bring our product range to life through projects and interior advice, and help place products in the perfect stylish settings that are affordable and achievable for anyone.
What are the benefits Carpet Court gets from being featured on a program like Reno Rumble? How does being featured on such a program work as part of Carpet Court’s overall marketing strategy?
For us, TV sponsorships are a great way to reach very large, targeted audiences, and allow viewers to gain insights in to the process of selecting our products, installation and how they come to life.
Since we have partnered with Reno Rumble and The Block, we’ve seen a massive spike in customer enquiries after seeing a product used, and brand engagement and sales have also increased.
It has also helped to reinforce Carpet Court as the market leader in Australia, with high profile interior designers, architects and builders and Australian homeowners choosing our products.
About Carpet Court :
Choosing the right flooring is a crucial decision. After all, it’s something you and your family will live with for years to come. Just as important, is who you choose to buy your flooring from. As Australia’s largest retail floor covering specialist, Carpet Court takes great pride in its reputation for expertise and advice based on our superior product knowledge.
Each Carpet Court Store is locally owned and operated which means they go out of their way to give you the best possible value, service and advice. The Carpet Court Group has enormous bulk buying power so rest assured, you’ll be getting the very best deal there is. They also only employ the most skilled and experienced carpet layers so from their floor to your floor, satisfaction is their priority.