New Tool For CRI Seal of Approval Providers

A New Tool for Seal of Approval Service Providers: CRI Marketing Toolkits Designed to Generate Interest, Customers

Congratulations! You have been selected as a Seal of Approval Service Provider because of your exclusive use of CRI tested and certified products and equipment and your commitment to a high standard of service and customer satisfaction.

So begins the letter that CRI Seal of Approval Manager Pat Jennings sends out to each new SOA Service Provider. The Carpet and Rug Institute developed the Seal of Approval Service Provider program as a way to ensure that consumers receive professional service with quality products and equipment and cleaning performance according to manufacturers’ instructions. The program has steadily grown to its current total of more than 800 SOA Service Providers and more than 520 solutions, vacuums, and deep-cleaning extractors and systems on the SOA list.

To coincide with the fifth anniversary of the SOA program, CRI has developed a new “toolkit” of marketing materials to help Service Providers market their businesses and increase visibility for them as well as CRI. In addition, CRI updated and enlarged the existing toolkits for SOA manufacturers of solutions, vacuums, cleaning systems, and extractors. The toolkits include materials such as a press release, brochure, and marketing talking points fact sheet.

The Marketing Toolkits were developed for CRI by Ogilvy Public Relations Worldwide in part as a response to a survey done earlier this year of existing SOA participants, whose #1 response was to request more marketing help. “It’s part of the multiplier effect that [CRI President] Werner Braun always talks about,” said Ogilvy Executive Vice President Chris Fillip. “With everyone doing his or her part, the toolkits will increase visibility for the Seal of Approval program as well as the Service Providers and SOA manufacturers.”

SOA participants need to contact Pat Jennings at pjennings@carpet-rug.org or 706.428.2123 to receive their new and expanded marketing tool kits.

Thanks to all of our Seal of Approval participants – we were listening!

~Bethany

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