The Carpetology Blog

The Carpetology Blog is a consumer focused weblog focused on all things carpet related. This includes carpet design ideas, color inspiration, trends, practical advice on how to buy and care for carpet, what to look for in carpet, the differences between one carpet style and another...

Our goal is to help make sense out of all of the information available about carpet, carpet buying and carpet care, in a category that is generally unpleasant to shop for, where the emphasis in-store is on commodity and low prices rather than fashion, style and experience, and where salespeople often don't give the core carpet-buying consumer [a woman 85-90% of the time] credit for making purchase decisions. Carpet buying has been compared to buying a used car. The Carpetology Blog aims to change that perception and elevate the category.

The Carpetology Blog is written by the Women of Wear-Dated who are passionate about talking about carpet. We want to engage with her as she begins to learn about carpet.

Business Goal: To enhance value of Wear-Dated brand online:

• With consumers via robust and relevant carpet related content promoting carpet fashion, style & performance to guide consumers in carpet purchases or maintenance.
• With B2B partners [carpet mills and retailers] by showcasing those who offer better retail experiences, offer stylish carpet , create beautiful carpet styles and support wonderful causes meaningful to our core consumer.

Costs associated with The Carpetology Blog are sunk. Our blogging platform - Blogger - is free.

Benefits include:

• Advertising value: 31,300 daily page views * $2.50/thousand = $78.25
• PR value: 16 stories specifically promoting Wear-Dated * $500 = $8,000
• Editorial value: 19 stories with research/tips/advice * $500 each = + $9,500
• Word-0f-mouth value: 138 blog reactions * $100 each = $13,800
• Research value: feedback from search terms/site referrals is the
• equivalent of 1 $8K focus group

Total ROI: $39,378.25