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Dramatic Turnaround

$34 Million in New Sales

Say, "Hello" to Profit

Twice Is Better

Picture Perfect Results

Point, Click, Done

Monkey Business




 

Too Much Monkey Business

OBJECTIVE
Reposition the product line and launch in retail.
 
RESULTS
Achieved excellent sell-in and sell-through at CompUSA, Best Buy, OfficeMax, Staples, Office Depot, and Fry’s Electronics.
EXTREME MAKEOVER
Great product but the awful packaging, forgettable name and weak branding were all conspiring to kill retail sell-in.  No more "monkey business!" I re-named the product, changed the brand voice and transformed Lumina PCC into CopyExpress. My benefit-rich sales copy unleashed the most powerful word in the marketer's lexicon:  "FREE!" The finishing touch was a dramatic new product photo using my signature style light-painting photographic technique.

 

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