LENOX’s new Gold utility knife blade delivered unsurpassed quality, but came at a higher price point. EMA’s integrated strategy of retail promotion; advertising and on-the-jobsite sampling quickly made the premium blade a winner.
Case Study Details
Newell Rubbermaid’s LENOX® brand leads in premium cutting tools and accessories. A new product, a box-cutter style utility blade, featured a titanium-coated golden edge. Yes, much longer life, but at three times the cost. To win over contractors, EMA delivered a “show-me” sell. We created an integrated retail and mobile advertising campaign, augmented by an aggressive national on-the-jobsite sampling program. On a market-by-market basis, samplers-to-users conversion rates were as high as 45%, and retail sales rose as much as 167%.
Brad Rye B2B PR
As PR Director for EMA Group B2B, Brad is actively involved in the strategy, planning and day-to-day management of the agency’s business-to-business public relations accounts.
- (585) 389-1810
- brye at mower dot com