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Cartridge World’s New UK Marketing Strategy Aims to reach 25 Million Consumers
June
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.The
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.
Commenting
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
Cartridge
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.
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