How do you maintain sales (and market share) in a consistently declining market? That was the challenge that faced Glatfelter and its channel partner Clampitt Paper (and FasClampitt stores) selling ExcelOne® carbonless sheet products to printers. For years, Glatfelter has used co-op dollars to maintain sales and market share. But the program was in need of a revamp in order to reignite sales team engagement. In 2016, the XL1 Rewards loyalty program was created, offering an excellent opportunity to help excite a stalled customer base and energize the sales force.
Using a “March Mayhem” basketball theme, Godfrey created an integrated campaign that reached across a wide range of media, including direct mail, window decals, wall graphics, a March bracket-style poster, rewards tickets, HTML email, FAQ Sheet and sell sheets. An eye-catching gatefold brochure employed Scodix digitally enhanced printing to create a basketball texture on the outside of the brochure and a gloss texture over icons on the inside.
“We needed to find a disruptive way to grab customers’ attention.”
– Heath Frye, Director of Marketing, SPBU at Glatfelter
Glatfelter and Clampitt were thrilled with the results. Store managers received positive feedback from their customers. And Clampitt requested reprints of the brochure to give to current and prospective customers. “We needed to find a disruptive way to grab customers’ attention,” Heath Frye, Director of Marketing, SPBU at Glatfelter, said. “Scodix printing combined seamlessly with the sports theme of our XL1 Rewards program and helped us create a tangible experience that stood out from most direct mail I’ve seen.” And though it did not quite meet the sales goals set for this declining market, both the client and the distribution partner loved the way the brochures positioned them against the competition and kept the XL1 Rewards program top-of-mind, both for customers and employees.