SCOTT NATURALS™

Situation
Kimberly Clark is one of the world’s leaders in providing paper products
to the private and commercial sectors. The strategy for the 2009 Clean Air Green
Tour was to highlight the Scott Naturals line of products. Scott Naturals has
developed a line of products for the LOHAS group with recyclable fibers in all these
products which is available all major retailers.

Objective
Placing the brand in front of the consumer at major retailers and events.
Educating consumers that you do not have sacrifice quality by using a recyclable
paper product.

Strategy
To encourage consumers to try a recyclable product by giving an incentives
through rebate programs. By showing consumers through real-time demonstrations
we could give the consumer reassurance about purchasing this product. To be successful
we had to bring forth the emphasis of why Scott has chosen to use a percentage of recyclable
fibers verses competing brands using 100% recyclable fibers. Furthermore by handing out
coupons to consumers we were able to emphasize the experience they had by giving them a
significant discount on there next purchase.

Outcome
By creating a buzz through video displays and sitting up in high traffic areas
we were able to have direct interaction with consumers. The response and the
lack of knowledge of about Scott Naturals was clear that we were assisting
their buying habits. We found out that consumers were very familiar with Scott
but many had never knew that Scott had the Naturals line of products.
Consumers showed excitement to know that Scott was trying to make a
difference by providing a product line that made sense with the environment.
It did not seemed to matter to consumers whether it was 60% recyclable fibers
or 10%, they were just excited to know that the brand they have used for years
and many generations of there family was helping the earth.

BOSCH APPLIANCES

Situation
Bosch leads the way in green built home appliances. Due to the
lack of green appliances, Bosch has created a line of appliances that incorporate
“Green Technology”. The strategy of their brand is energy efficient home
appliances built with German technology and manufactured in the United States.

Objective
Positioning the brand in front of consumers in the market for home
appliances and the advantages of choosing Bosch during that purchase.

Strategy
To influence consumers during the time of purchase we had to bring
forth the advantages of Bosch over competing brands to make it meaningful to
consumers. We began by developing a hands on display of Bosch Home Appliances
where consumers could receive and experience Bosch at point-of-purchase. The
theme “Green Thinking, Bosch and the environment” was developed by the Bosch
staff and supported through this campaign. Branding campaigns were supported
with full line brochures, rebates, giveaways, and various displays of appliances by Bosch.

Outcome
To see consumers spend as much as forty five minutes in the Bosch display this
became obvious of the interest consumers were taking in Bosch. Many consumers made
the comment “I thought Bosch only made tools”, but with that comment it became clear
that consumers were very happy and confident in the Bosch brand. The excitement began
the minute consumers would walk into the Bosch Green Thinking trailer. It was obvious
by the response of consumers and the comments made when entering the trailer. By
creating this buzz at the point-of-purchase we experienced consumers going into the retailer
and ordering Bosch appliances once knowing the advantages. The responses from Bosch
signing on for additional years was a clear indication that we are making an impact and
delivering true results.

KIMANI TRU™

Marketing Comments

 

Again, it has been wonderful working with you,
and the level of detail/professionalism is
appreciated.  Your firm represented us in the
marketplace very well, and we’d like to
continue working with you.

- Linda Gill General Manager
Kimani Press
Harlequin Enterprises Ltd.

 

School Without Walls (DC)
Incredible welcoming, met with Principal, assistant Principal, Librarian, and many Teachers.
Took different classes to the library where my team did a presentation about the Kimani TRU
book Series and told them about getting involved as writers. They all were very perceptive
about the coupons in the samplers for future issues, some students started reading the book
immediately. We were able to reach out to about 300 students which consisted of 90% African
American and 95% females. I spent two days with this school including convincing the school
to put a link to the Kimani TRU website on their blog for creative writers. This school has a
100% graduation rate.

Minneapolis Central Public Library (Minneapolis)
The Minneapolis libraries were very excited about the new series of books. Once our team
visited the first library we were notified that the librarians voted to order the series of Kimani
TRU books for all fifteen libraries in the Minneapolis system have ordered the books. Once
visiting the last location (Sumner Community Library), I noticed that they had already received
the March book “Can’t Stop The Sunshine”. Also if you search on the Minneapolis Library
website you will notice that both “Indigo Summer” and Can’t Stop The Sunshine” have five
stars by them. The comment made by many of the librarians, is that their is not enough
multicultural young adult fictions, many asked if Kimani TRU was going to reach other cultural
backgrounds.

Situation
Kimani TRU has launched a new series of books for African American Teens. Kimani Press is
a market leader in African American women’s fictions. Due to the lack of young adult African
American fictions Linda Gill launched Kimani TRU under Kimani Press. The strategy of their
brand is fictional books written by African American authors for African American Teens.

Objective
Position the brand in the hands of African American teens 16-19 along with individuals that
influence African American teens such as educators, parents of teens, and youth leaders.

Strategy
To be successful we had to bring forth the New Kimani TRU series brand to make it meaningful
to teens, educators, leaders, and parents of teens. We began by identifying the brand attributes
we could claim and defend, while ensuring our position would be meaningful to our target
market. The theme “ Books for, by, and about teens” was developed by the Kimani TRU staff
and supported through this campaign. Campaigns were reinforced by signage that supported
the “Books for, by, and about teens” theme and established a brand identity that the market
could embrace.

Outcome
By creating a buzz throughout the national markets prior to visiting those sites we noticed that
many of the locations started ordering the series of books based off the materials sent to them.
The excitement and the passion was incredible throughout this campaign, the excitement from
students and educators was amazing. To see teen girls that weren’t interested in reading pick up
the book and start reading, then to hear few days later that they loved the book. With the experience
of this campaign I see the Kimani TRU series creating “new readers and new writers”.