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Case Studies
Labelon
Newsletter and regular ezines to clients
The Client:
Labelon makes labels and tags, mostly - but not entirely - for the retail garment industry in the UK. In addition to a head office in Essex, there are several manufacturing plants around the world, close to the manufacture of garments then imported into the UK.
The issues:
Customers had a view that Labelon was a good old-fashioned producer of garment labels and tags for retail. However, new technologies on the scene meant that they were now expanding into new markets, and into new services for their existing markets, but failing to communicate that point to customers.
The solution:
A regular newsletter, featuring new technologies and markets, mailed out to all existing customers and contacts. The same messages are used on the website and are sent via ezines to customers. Prize draws in the newsletter and online encourage customers to sign up with their email details, hence developing a valuable email list. The same messages are used their industry press too.
Business advantage:
By putting the lesser-known products and strengths directly in front of customers, they were soon saying 'I didn't know you did that'. This has assisted appointment setting and the overall sales process, ensuring that a whole range of business discussions are regularly on the table.
