Wool Academy with Elisabeth van Delden3 Elo 2017

#040: Lorna Haigh tells the wool story successfully at Alternative Flooring

Introduction

Lorna Haigh is an expert in marketing and design and brings a valuable perspective on how to market wool products and in particular wool carpets more successfully. In this episode, Lorna explains the importance of telling the story of the people growing and manufacturing wool products. The craftsmanship involved in wool is unique and worth telling to the consumer who is ever more interested in learning about the stories behind the products. And these stories lend themselves especially well to Social Media. Lorna also explains how Alternative Flooring takes great attention to detail into creating professional images and videos to showcase their products. Something more companies should invest into to tell better stories.

About Lorna Haigh

Lorna Haigh is the head of creative and marketing for the company Alternative Flooring. Lorna is an experienced marketing professional with a love of design. Her personal mantra is ‘life is too short to live in dull spaces’. And this sums up how Lorna lives and works. Lorna has multiple industry backgrounds in advertising, exhibition and direct marketing. With all of this experience together with her fresh and energetic approach, Lorna is changing the way people look and feel about floors by bringing design, colour and a ‘textile’ approach to flooring. Alternative Flooring is now an award-winning brand and the first exclusively flooring brand to be nominated a CoolBrand for its style, and innovation. Lorna has literally led a movement where carpet is no longer boring and I look forward to talking to her about how to do that.

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