Client: ELMO USA
Service: Advertising
Background
ELMO's state-of-the-art digital document cameras are designed to make educational, informative and persuasive presentations. Using ELMO's strength of 70 percent share of the K-12 market, Krome's charge, beginning in 2007, was to infuse dynamic branding, increase sales and improve ROI.
Strategy
Krome did the following:
- Conducted market research to assess strengths and weaknesses with customers and prospects.
- Created dynamic advertising that scored in the top 5 percent in ad readership studies.
- Crafted press and product releases targeting the trade publications reaching ELMO’s primary and secondary audiences.
- Coordinated traffic-building programs for ELMO’s trade show program.
- Developed bi-monthly e-mail newsletters that gained high readership from customers and prospects.
- Produced product demonstrations for use on the ELMO website.
Results
At the end of ten months, record product sales had outpaced forecasts and production capabilities, resulting in a two- to three-month backlog. ROI had improved nearly 30 percent.