Ensure That Fine Writing is Forever

Challenge
Sheaffer Pen, the world’s original fine writing instrument manufacturer, was looking to re-establish its 90-year old brand with the trade and consumers. In recent years, they had allowed competitors such as Montblanc and Cross to establish consumer market share and retail shelf space. With competition growing, Sheaffer turned to SBM to build brand loyalty and win new customers.

Solutions
Our strategic marketing team worked with Sheaffer to conduct secondary market research of both target audiences. This data provided the foundation for a regional test marketing campaign. Through a partnership with Things Remembered stores, we developed a multi-layered direct-response marketing program targeted at current and past Sheaffer customers as well as buyers of all fine writing instruments. The program featured historically significant and in-your-face advertising designed to drive impulse and targeted traffic to Things Remembered stores, re-energizing the brand while increasing revenue opportunities and new advocates for both the retailer and Sheaffer.

Results
Conservative steps were taken initially to revise the company’s positioning and message to consumers and partners. Through this new theme, direct mail, e-mail, and in-store POS advertising showed immediate results in increasing traffic and sales. Stronger sales ensued as the test campaign was rolled out nationally to a majority of stores. Sheaffer realized a significant return from this program along with the consumer data they needed to pursue other retailers looking for innovative collaboration.