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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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