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Esselte

Esselte. Television driving sales performance. Summary. The BIG Campaign: Television was the focus of a three-burst campaign for Esselte’s DYMO label product 82% of marketing budget was committed to television

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Esselte

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  1. Esselte Television driving sales performance

  2. Summary • The BIG Campaign: • Television was the focus of a three-burst campaign for Esselte’s DYMO label product • 82% of marketing budget was committed to television • ITV Sales launched the campaign in a centre-break of Coronation Street with a launch event at The London Studios

  3. Objectives • The BIG Campaign was designed to: • Drive volume sales of DYMO label writers from 2,700 per year to 35,000 • Increase DYMO label pack sales to 140,000 • Achieve financial break-even situation by the end of the campaign

  4. Results • Sales targets were exceeded: • Over 30,000 machines were sold during the campaign period • Machine sales have remained four times higher than they were before the campaign • Over 170,000 label packs were sold during the campaign period

  5. Brand Awareness • ITV Sales provided pre and post awareness research (Made-to-Measure), which showed that total brand awareness had increased by a massive 77% • 86% of office dealers were aware of the BIG campaign Sources: ITV research, 500 face-to-face interviews, Adults 20-49, National Survey (after the second wave). OPD Survey of 1,000 dealers, Nov 2003

  6. Halo Effect • There were significant year-on-year increases for all other DYMO products • Sales of embossing products were falling by 25% per year. During the campaign this category actually increased by 6%

  7. Testimonial "Our television campaign was supported by other media, but there is no doubt that it was the main driver for our increased sales performance. The power of Television has delivered massive awareness and a persuasive call to action, we exceeded our sales targets and not only did we break even but we made a good profit and will be returning to ITV again in Autumn 2004. The UK experience has provided us with an advertising model that is being used on a pan European level" Mike Patterson, Marketing Director, Esselte UK

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