Kesslers International Case Study
Challenge:
With top-name clients such as Boots, Swatch, Christian Dior and Camelot, Kesslers was a successful designer and manufacturer of point of sale material with a low profile within the industry and among target clients
This lack of profile was in part due to the zero understanding of POP display among target marketing media, who failed to recognise the medium as a significant part of the marketing mix
The agency’s challenge was to get Kesslers onto the shopping lists of the top 500 specifiers of point of purchase (POP) in the UK.
Strategy:
- To position Kesslers as ‘The Experts in Shopping’
- To maximise their position as London manufacturers
Tactics:
Regular research platforms were devised, in partnership with retailers such as Kingfisher Group (carried out by MORI), to substantiate the ‘Experts in Shopping’ positioning. This research and case study data was then used to create a profile in the marketing, retail, vertical and national media
A diary of speaker platforms were scheduled for Charles and George Kessler such as Parliamentary design/manufacturing committees and industry forums, including conferences for Marketing Week
The work of the directors with Parliament and a local environmental initiative in partnership with local government were also publicised as a means of attracting the attention of marketers
Kesslers also worked alongside organisations such as ISBA to promote POP and develop Best Practice Guidelines and entered relevant industry and manufacturing awards
Other creative tactics included creative direct mail, a new cutting-edge website and strategic emailers
Results:
- From a standing start, marketing media now schedule at least four POP special features per year
- It is now recognised as a key element of the marketing mix within the target media
- Extensive regular media coverage across all sectors, included Channel 4 News, Financial Times, bi-lined articles in vertical media and representation in the majority of marketing media POP features, without any advertising
- Royal and Government recognition of the company’s environmental and manufacturing initiatives as evidenced by several site visits
- Kesslers was voted No 1 in the market in the first-ever industry poll by In-Store Marketing (the criteria being profile, cost-effectiveness and service)
- Business has grown significantly year on year
