Client: ELMO USA
Service: Advertising
Background
ELMO’s state-of-the art digital image system is used to make educational, informative and persuasive presentations. It has 70% 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 customer and prospects.
- Created dynamic advertising that scored in the top 5% 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 Flash product demonstrations for
numerous online uses, including the ELMO
web site.
Results
At the end of ten months, record product sales had outpaced forecasts and production capabilities, resulting in a two to three month backlog.
Both ads shown won first place in readership studies in their first appearance. The “$5.00 Bill” ad placed first out of 26 ads in the October issue of University Business, also ranking first in each of the three categories: attention-getting, believability and informative. Krome’s philosophy has always been that awards that matter most are the ones that get results.