Overview

Avery markets a wide variety of office products ranging from labels to binders to writing instruments, and the vast majority are sold to the same audience – Office Professionals. Its products are grouped into multiple Business Units, and had been marketed independently of each other for years - until increasing competition created a need for change.

Challenge

Enhance the relationship between Avery and Office Professionals, and create a more effective way to increase sales of new and existing products with a flat marketing budget.

Solution

Gage created an innovative CRM program that positioned Avery as a credible source of information and tools to help Office Professionals be more successful at work. Our plan included audience segmentation, a promotional strategy to motivate consumers to opt-in to the program and profile themselves, a detailed dialogue plan that delivered personalized messages through online and offline methods throughout the year and a system to monitor the program's effectiveness.

Results

Over 2,000,000 consumers currently participate in the program, and it's having a measurable impact on both brand loyalty and sales. The program is now in its third year, and continues to grow by double-digits annually.