Pushing pens
It may be a consistent top ten player in the evolving world of writing instruments in travel retail, but Group Sheaffer Pens is not content to leave it there. A major cash injection into its marketing budget, combined with a plethora of new products on shelf, are adding to the brand’s heavyweight status in the category.
“We have significantly increased our consumer support for the brand this year,” says marketing and sales director Chris Mills. The company has used a mix of print media, internet and billboard advertising, plus several event sponsorships. These range from golf tournaments to book launches and calligraphy events, and all are creating a greater awareness of the brand.
“All of these developments have been generating incremental interest to this category,” says Mills. “As a result of our advertising and public relations efforts, consumers were ordering Sheaffer Valor prior to its actual availability.”
German-designed, American-engineered and Italian-made, Valor – the latest addition to the Sheaffer Group – is unashamedly luxury in its concept. Also launched earlier in the year was the new Sheaffer Gift Collection, a ball pen and pencil with entry-level pricing. “Retailers want ongoing new products, and they want point of sale materials that will independently help to stimulate sales,” Mills says. “They’re also looking for a commitment from suppliers to build consumer demand for the category.”
Consumers, he believes, are harder to convince these days and need to be carefully wooed by the sector. “Today’s consumer is better educated, and more demanding than ever before. They have more purchase options than ever before.”
He adds: “In today’s environment, Sheaffer doesn’t just compete with other fine writing suppliers – we compete in every single luxury category out there. Part of our responsibility is to help the consumer understand why they should reward themselves by purchasing a fine writing instrument instead of the newest technological gadget.”
Hence the company’s renewed interest in getting the brand out there before the consumer. As well as making big-time investments in the media, and at key global events, the company is also making changes at ground level. Its new spinner display was premiered at IAADFS a few months ago and has picked up listings with a number of retailers throughout the US, Latin America and the Caribbean.
“The display appeals to these dealers because it is basically a ‘turn-key’ opportunity for the retailer to implement a fine writing presence within their shop,” says Mills. “The display comes pre-loaded with an effective assortment of our top selling skus. Basically all the dealer has to do is display the spinner.”
Sheaffer is also launching a new portfolio of limited and special edition items. Although a little pricey for much of the travel retail sector, their very presence will nevertheless generate interest for the category as a whole. Each design is described as a “work of art” using only very precious metals and precision engineering, with prices rising from several hundred dollars to US$20,000.
“Obviously not all of these items will be suitable for travel retail,” says Mills. “However, those that are can play a key role in providing travel retail with a truly unique, treasured gift item.” Covering all bases, from entry level to super-premium, and with the back-up to match, Sheaffer’s forecast of continued growth for the brand looks to be right on the mark.
Delicious
Digg
StumbleUpon
Facebook
