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#040: Lorna Haigh tells the wool story successfully at Alternative Flooring

Lorna Haigh Alternative Flooring guest at Wool Academy Podcast

Lorna Haigh is an expert in marketing and design and brings a valuable perspective on how to market wool products and in particular wool carpets more successfully.

In this episode, Lorna explains the importance of telling the story of the people growing and manufacturing wool products. The craftsmanship involved in wool is unique and worth telling to the consumer who is ever more interested in learning about the stories behind the products. And these stories lend themselves especially well to Social Media.

Lorna also explains how Alternative Flooring takes great attention to detail into creating professional images and videos to showcase their products. Something more companies should invest into to tell better stories.


About Lorna Haigh

Lorna Haigh is the head of creative and marketing for the company Alternative Flooring. Lorna is an experienced marketing professional with a love of design. Her personal mantra is ‘life is too short to live in dull spaces’. And this sums up how Lorna lives and works.

Lorna has multiple industry backgrounds in advertising, exhibition and direct marketing. With all of this experience together with her fresh and energetic approach, Lorna is changing the way people look and feel about floors by bringing design, colour and a ‘textile’ approach to flooring. Alternative Flooring is now an award-winning brand and the first exclusively flooring brand to be nominated a CoolBrand for its style, and innovation. Lorna has literally led a movement where carpet is no longer boring and I look forward to talking to her about how to do that.

Connect with Lorna Haigh and Alternative Flooring here

Alternative Flooring website

Key Time Stamps

[spp-timestamp time=”01:36″] About Lorna Haigh
[spp-timestamp time=”03:35″] Why did wool carpets become unpopular?
[spp-timestamp time=”05:01″] How Alternative Flooring innovated in the loop carpet market
[spp-timestamp time=”06:16″] Why Alternative Flooring looked at wool?
[spp-timestamp time=”07:18″] Why consumers constantly need to be educated about wool
[spp-timestamp time=”09:11″] The power of stories
[spp-timestamp time=”11:34″] How Alternative Flooring creates images for the brand
[spp-timestamp time=”13:26″] Importance of images
[spp-timestamp time=”14:55″] Social Media channels used by Alternative Flooring
[spp-timestamp time=”17:32″] Will video replace the image?
[spp-timestamp time=”18:48″] About the ‘Make me a rug’ product
[spp-timestamp time=”20:44″] Will we see more involvement of the consumer in product creation in the future?
[spp-timestamp time=”22:28″] Why the wool industry needs to talk more about the people working in the wool industry
[spp-timestamp time=”23:50″] Should the wool industry invest in creating more images and video of the making of wool products?
[spp-timestamp time=”25:03″] How to connect with Alternative Flooring

About the author, Elisabeth

Elisabeth is the founder and host of the Wool Academy Podcast. She also runs her own consulting business where she supports wool industry businesses with strategic communications and project management.
Elisabeth used to work as the Secretary General for the International Wool Textile Organisation where she developed her passion for wool and the wool industry. Her previous education and work experience equipped her also with a broad set of communications skills.

Elisabeth vision is to see the wool industry thrive which is why she supports wool industry businesses communicate successfully.

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