DALTON—Four months after introducing Tigressa branded fiber to Carpet One and Flooring America members at their winter conventions (FCNews, Jan. 11/18), carpet and rugs engineered of the fiber are now hitting the streets. Along with Shaw Industries, which is manufacturing the exclusive fiber, CCA 
Global Partners is aggressively targeting consumers via high-traffic blogs.
Tigressa is a soft, type 6, high-tensile denier filament that allows more fibers in a smaller space, reducing crushing and matting. It is treated with Shaw’s proprietary R2X stain-repellent treatment and can be fully recycled at the company’s Evergreen facility. Additionally, it is eligible for Green Label Plus and McDonough Braungart Design Chemistry (MBDC) Cradle 2 Cradle certification.
CCA Global’s focus over the last four months was on getting dealers ready for the store launch. In addition to assembling product displays and graphics placement, retailers participated in webinars and product knowledge training conducted by Shaw territory managers geared for Tigressa, said Reggie Newton, the manufacturer’s vice president of sales and marketing.
“All 1,500 members are ready for the launch, with full displays,” said Vinnie Virga, president of Flooring America.
Cathy Buchanan, owner of Independent Carpet One in Westland, Mich., not only has her show floor set up with Tigressa goods but cooked up a list of additional promotions on top of CCA’s offerings. “When you buy a minimum of 50 yards of Tigressa, the consumer will be automatically entered to win four premium seats to a Detroit Tigers-Toronto Blue Jays game,” she reported. A store event at the stadium and an autograph session with the players is also in the works.
Social media strategy
Why bloggers as the marketing strategy? It is the best way to reach consumers directly. CCA’s market research revealed 85% of consumers research online before ever setting foot in a retail store, and part of that dialogue includes blogs as trusted sources of information. “The Internet and social media are where the future is,” Virga said. “[Digital] word of mouth has to be explored.”
With the help of Empower media marketing firm, the most influential bloggers in interior design and furnishings were chosen for the two-day introductory event to educate and raise awareness for end users.
Another prong to the social media pitch is via Twitter. In usual CCA style, a social awareness campaign coordinates with the Save the Tigers fund. Entering the Tigressa Sweepstakes donates $1 to the foundation if a consumer registers through his or her Twitter account and renders eligibility for a trip to India valued at $12,0000; a $1,500 Tigressa Gift card or a Nikon Cool Pix camera in tiger orange. The Save the Tigers promotion promises to donate a maximum of $25,000 to the cause through August of this year. The brand also has its own website at tigressacarpets.com which includes a dealer locator.
-Emily Hooper