The guidelines for advertising Persian handmade carpet in Europe were discussed by a group of advertising and carpet experts in Hamburg, Germany.
How Persian Carpet Is Advertised in Europe
The guidelines for advertising Persian handmade carpet in Europe were discussed by a group of advertising and carpet experts in Hamburg, Germany.
According to INCC, the meeting was attended by the head of INCC, a number of members of the Union for Persian Carpet Importers in Europe, as well as two of the renowned European carpet dealers, chief editor of Carpet XL Journal, Tim Steinert, and designer of the successful advertising campaign (Wallpaper) in Germany.
Referring to his proposed plan under the title of "Marketing-Konzept Iranische Teppiche", Steinert explicated the process of advertising Persian carpet through diverse media including journals of decoration, interior design and lifestyle; social networks particularly Instagram and Pinterest; publication of works by outstanding figures; and TV programs.
He also highlighted the importance of training Persian carpet sellers and acquainting them with the hidden myths and philosophy in the history of Persian carpet and its designs.
The plan is also focused on making illustrations and selecting appropriate advertising mottos, as well as asking for the cooperation of writers and journalists in the field of lifestyle.
Other speakers at the meeting included a successful advertising designer in Germany, the head of INCC, and some Persian carpet dealers in Germany exchanging their views.
Determining the type of audience in advertising, the required budget, the plan's timing, contents of the ads, priority of the advertising means and media, and the process of acquainting advertising designers and administrators with the features and values of Persian handmade carpet were among the topics discussed at the event.
The meeting ended with a call for more profound investigations on the continuing cooperation between INCC and the Union for Persian Carpet Importers in Europe.