Couristan has released Pulse, a new sales and marketing tool for its dealers that is the beginning of the company’s new cross-platform branding campaign. Featuring all 39 area rug collections in Couristan’s running line through October, the Pulse program includes a library of glossy four-color brochures that focus on popular lifestyle trends and is housed in a sturdy three-ring binder.
The initial Pulse package highlights four trends: The Good Life, which features collections with a global design influence; Casual Surroundings, containing casual and contemporary collections; Home Retreat, which has budget-friendly lines; and Without Walls, which focuses on indoor/outdoor rugs. Come early 2012, a fifth Pulse brochure will be available that will showcase a special 85th anniversary assortment, which will include classic power-loomed wool designs in Couristan’s signature style.
“Couristan’s broad product assortment has evolved significantly over the past several years and now mirrors a variety of current and classic lifestyle trends that consumers strongly identify with,” Larry Mahurter, vice president of advertising/marketing, Couristan, said. “We felt it was essential to create a fresh, easy-to-browse collateral program that acts as a tangible, inspirational reference guide to the abstract idea of these important design categories.”
All of the company’s branding materials from now on will feature a similar tie-in to the Pulse brochures, and already includes print and online trade ads.
Updated brochures will be printed on an annual basis with supplemental New Introduction tri-fold inserts printed every six months.