LASERCYCLE (DEALER MARKETING SUPPORT)
Under the InkCycle umbrella of companies is LaserCycle. This company sells inkjet and toner supplies and services in the B2B space, but also services many individuals and small companies qualified as a B2C sale.
For LaserCycle, the crowded market space requires creativity with on-brand management and support for their sales staff. It’s also imperative to communicate with LaserCycle customers a regular basis, providing them information that reinforces LaserCycle’s leadership in the community, as well as the industry.
Responsible for:
- Creating and adhering a brand guideline by working with outside agency in handling the creative work for rebranding the company in 2010.
- Oversaw creation of newly designed website to ensure the customer experience remained on-brand in 2013.
- Created test product for distribution through amazon.com named Office 66 Ink & Toner products. This included package design, messaging, pricing and planning.
- Managed all marketing and collateral pieces for the company including sales slicks, flyers, inserts and package design of their private label toner cartridge products.
- Company email communications managed through Constant Contact. Monthly newsletter (written and produced) along with “lost customer” email producing a database of over 6,500 emails.
Results:
- Monthly email communication with “lost customers” has resulted in the recovery of customers. Since the program began, over 70 lost customers have been recovered.
- Utilized social media to advance through two rounds of the Battle of the Brands (losing to Boulevard Brewing Company).