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 user 2007-06-11 at 10:04:00 am Views: 57
  • #18227

    Cartridge World’s New UK Marketing Strategy Aims to reach 25 Million Consumers
    2007 – Cartridge World, the fast growing cartridge refilling company,
    has invested in a new combined interactive television, radio and print
    advertising campaign that it hopes will reach over 25 million UK
    consumers in the next eight months. The advertising campaign, which
    broke last month, forms part of an aggressive new £1.5million
    ‘orchestrated’ marketing strategy designed to raise awareness for the
    brand and help drive sales into its 290 UK franchise stores.The
    national advertising campaign features the strapline “for a greener
    cartridge” with a voice over provided by TV presenter Tony Robinson. In
    addition to television and radio advertising, the new campaign uses
    direct mail, POS, experiential marketing and online marketing. The
    television campaign was aired on national digital TV stations last
    month, whilst the national radio campaign breaks this month.

    campaign has been devised by the company’s new agency MICE TMM, which
    was awarded the account following a five-way pitch held in January.

    on the new campaign, Jon Cullen, Cartridge World’s Managing Director,
    said, “Our research shows that 85% of the PC users in the UK still
    throw their used printer cartridges away, despite the considerable
    environmental and financial benefits that can be achieved by reusing
    them. The new marketing campaign is designed to raise awareness amongst
    consumers about these benefits and help further differentiate our brand
    in the marketplace by highlighting the quality of our products.Although
    it is early days, we are recording increased visitor traffic to our
    website, and our franchisees are reporting increased sales”.MICE TMM’s
    Client Services Director, Mike Goldwater said, “We estimate that the
    new campaign will reach over 25 million consumers with the Cartridge
    World proposition. We’ve created a campaign that not only uses TV and
    radio as branding tools, but have included regional targeted marketing
    to support the franchisees at a local level too.The world’s fastest
    growing retailer of refilled printer cartridges, Cartridge World is
    benefiting from the consumers’ growing concerns about the environmental
    impact of throwing away used cartridges.Recent independent tests have
    also disproved manufacturers’ claims regarding the supposed inferiority
    of non-branded cartridges, thereby further fuelling demand for
    Cartridge World products.

    About Cartridge World
    World specialises in refilling and remanufacturing computer printer
    cartridges. It stocks over 200 high performance inks that offer
    computer users the same levels of performance as provided by branded
    printer cartridges or those supplied by OEMS, but at prices up to 60%
    lower.First established in Australia in 1988 and now headquartered in
    the USA, Cartridge World is a global franchising business that has
    nearly 1500 franchise outlets operating in over 47 countries. In
    addition to the 290 stores in the UK, Cartridge World has over 580
    stores in Europe.Master Franchisees have been established in ten
    European countries. These Master Franchisees are supported by a
    European Support Team based in Harrogate, England.It is currently the
    fastest growing franchise business in the UK and recently won the top
    award for the ‘Best International Franchise Expansion Programme’ in the
    2007 Franchise Marketing Awards scheme, organised by the British
    Franchise Association.