CRI Clears Air On Product Misperceptions, Benefits

In promotional work, CRI is addressing some of the misperceptions about carpet and working to promote the benefits.

Misperception #1:

Carpet Isn’t Sustainable.

“We have a track record and vision that says it’s just not true,” Werner Braun, CRI president said. The industry uses 70% less energy, 46% less water and has reduced air emissions by 75% since 1990, he noted. “We are the only industry that meets the Kyoto clean air protocols. We’re producing 47% more product with the same emissions we had in 1990. We’re doing our part for the greater global environment."

Misperception #2:

Carpet Is Bad For The Indoor Environment.

Extensive research by CRI and other agencies has proven carpet actually has filter-like properties that trap dust and allergens. Yet some people consider that a bad thing, Braun said. “That continues to be a challenge.

Misperception #3:

Carpet Is More Expensive To Maintain.

Braun said a recent study compared annual cleaning costs in a school and found savings of $55.00 in contrast with hard surface floors. Yet another study found that carpet could be sanitized. A single pass with a hot water extraction cleaner removed urine and blood. “There is a myth that if you have a place with biological contamination you can’t have carpet; that’s not true.

Misperception #4:

Carpet Contributes To Mold Growth.

That’s incorrect as well, Braun said, pointing to another recent study. “You can’t make mold grown on clean, dry carpet. Even if you abuse the carpet, it’s the last place mold will grow in your house.”

THE PROS

Benefit #1:

Carpet Has A Big Role In Sound Management.

“It’s not just deadening [noise] Braun explained. “Carpet makes the spoken word more audible.” CRI has found studies indicating that people are much more likely to understand what’s being spoken in a carpeted room. That has big implications for schools, CRI believes.”

Benefit #2:

Carpet Softens Impact.

Studies have shown that people are 10 times less likely to fall on carpeted surfaces vs. hard surfaces. “And if you do fall, you are 10 times less likely to experience injury on carpet,” Braun said. “Now we have the data to substantiate that.”

Benefit #3:

Carpet Just Feels Better.

Like the now-defunct campaign touted, carpet is better underfoot and contributes to better ergonomics. “Everyone knows what standing on a trade-show floor does to your back,” Braun said.

In order to more effectively get the word out, Braun said CRI’s new strategy is to operate like any good business. “We’re surveying customers to find out what they do and don’t like about our product,” he noted. “We now understand the barriers.”

For each audience, CRI has developed a marketing plan along with vehicles to deliver the data in a relatable way. For example, CRI created a video on carpet’s relationship to allergies and sent it to physicians to make critical decisions. A separate video is going out to school facility managers on carpets benefits. There are also marketing plans for commercial and residential sides of the business. “Each issue has different priorities, so the approaches will differ,” he said.