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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.
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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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