Article Number : 3929 |
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| Date | 11/28/2008 9:10:47 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3929 |
| Abstract | FT. WORTH, TEX.—The urethane division of Leggett & Platt has launched what the company calls a new, environmentally sound “Green Comfort” marketing program... |
| Article | FT. WORTH, TEX.—The urethane division of Leggett & Platt has launched what the company calls a new, environmentally sound “Green Comfort” marketing program. The carpet cushion products/laminate underlayments producer will offer retailers an exclusive program that provides promotional tools to market environmentally responsible products. “Consumers are concerned about the environmental effects of the products they use,” said Larry Dunn, vice president of sales for Leggett’s urethane division. “They want products that are cleaner and safer for their children and grandchildren, and our Green Comfort program was created to address those concerns.” Recent research shows that nearly seven out of 10 U.S. consumers are willing to pay more for products made with renewable resources, he noted. “This program will benefit our participating dealers through increased sales while educating consumers on the availability of eco-friendly options for their home.” From product to purchase, the Green Comfort program will provide point-of-sale materials for participating dealers to use in their marketing efforts, noted Dunn. The program comes complete with authorized Green Comfort branded sample bags, consumer brochures, carpet sample clip-on cards and window decals. Participants also receive a program CD, which includes customizable ad templates for marketing/promotional use. Dealers participating in the urethane division’s Green Comfort marketing program will earn placement in the Green Comfort dealer listing on the company’s Web site, www.lpurethane.com, which boasts more than 10,000 visitors each month. In addition, Leggett will provide dealers with Green Comfort training and technical sales support, membership in the “Green Bucks” sales and advertising rebate program, as well as participation in two annual peak season sales promotions. Committed to the mantra “Improving Our Future One Step at a Time,” Leggett’s urethane division is dedicated to minimizing its impact on the environment, noted Dunn. A current voting member of the United States Building Council (USGBC), the division regularly uses recycled/recyclable content in its production of carpet cushion. In addition, all products comply with the Carpet & Rug Institute’s (CRI) Good Indoor Air Quality’s Green Label program, certifying its carpet cushions as a low off-gassing product. “The goal of the Green Comfort marketing program is to assist dealers to differentiate their product from competitors,” concluded Dunn. “We have long been stewards of our environment and are proud of that commitment. Now we want to help retailers benefit from our story as well.” For more information on Leggett & Platt’s urethane division, call 817.626.6690. |