Page 17 - BOSS Today Issue 15

fact that both these come in a
range of colours, and so could
TWO
help students in their revision,
particularly if they like to put
together “mind maps” to jog their
memory.

Integrated
The integrated campaign
featured both above and below
the line activity, including a TV
ad which was aired during the
key revision period, and a PR and
social media campaign which
offered students tips on how
to revise under the heading
“Improve Your Memory with
Colour”.
Dealers were visited by the
sales team and encouraged to
stock up on the key lines with
the added incentive of free point
of sale material and posters.
Internet and mail order only
dealers could also take part in
the campaign with web banners
for money – its street price is retailers, including all Ryman and Clockwise from above: The and with free use of the TV
£9.99, whereas STABILO claims Staples stores, to explain why it is SMARTball looks like a normal commercial on their websites.
pen, but doubles up as a stylus for
many competitor products retail unique and making good use of touch screen PCs and mobile phones. Such offers certainly proved
STABILO’s Fineliner range is already
for around £20. But Reynolds their promotional opportunities.” a market leader. attractive. The Point 88 was
adds that many of these other The success of the product already in 80 per cent of its
products are also let down by now means that big plans are company’s attempts to expand available trade base, but all
poor design, whereas STABILO underway for the extension of the marketing activity that is dealers participating in the
puts design first. “A lot of the its marketing next year. “It will traditionally restricted to the Back campaign gave it additional
other pens are just a stylus with a be appearing in VOW and all to School season in summer product space with at least two
ball at the end,” he says. the dealer groups’ catalogues and early autumn. While Back to product placements in each
The product was only next year,” says Reynolds. “Also in School continues to be a focus store. As a result, Point 88 sales
launched in January, so was too Officeteam, Lyreco, and through for everyone in the industry, increased by 68 per cent during
late to go into the commercial Viking plus we will continue STABILO says price erosion the period. Distribution of Pen
catalogues for this year – to support it with innovative means it is not as profitable as it 68, meanwhile, increased by 50
although it still managed to be marketing in both the retail and once was, for both retailers and per cent while its sales increased
entered for and win a prestigious commercial channels.” manufacturers and so it wanted by 248 per cent.
Red Dot design award. Winning the award, he says, instead to try to bring added “We were already the market
But even still STABILO made has helped establish in the value to a less price sensitive leader in fineliner products,”
sure that the product gathered dealer’s mind just what standard season. says Reynolds. “But we wanted
momentum within the industry has been reached with the It chose as an alternative what to create attention outside the
by initially offering it only SMARTball. it calls the “Revision Time/Exam Back to School period. “We have
through the traditional retail But it is not just product design Time” period of spring this year, certainly done that and we will
trade channel. where STABILO has been pushing and chose to focus specifically continue to expand our activity
“Since then we have been the envelope this last year. Its on its Point 88 and Pen 68 over the next twelve months.”
busy explaining the benefits victory in the Manufacturer Fineliners.
of the product,” says Reynolds. Marketing Excellence category, A marketing campaign was ■ FOR MORE INFORMATION
“We have been going out to our by contrast, is the result of the formed around promoting the GO TO www.stabilo.com.

December 2012/January 2013 | BOSS TODAY 17

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