March 2010

A campaign worth waxing lyrical about

Back in January of 2009, Network were briefed by Thornton & Ross to plan and manage a through-the-line campaign for well established ear wax treatment Cerumol Ear Drops.

The campaign message was two-fold. Phase 1 reassured a pharmacy audience that the brand would continue to be supported following its move into the T&R family, family being the operative word: the striking 'Millions of Ears' ad creative (above) was made up of hundreds of tiny individual pictures of ears, all of which belonged to T&R employees!

Phase 2 launched the new Olive Oil Ear Drops range extension, which was achieved through a mixture of press advertising, direct mail, product literature, point of sale, and a new website.

The process involved creating a 'face' for the brand which could be used across all promotional items, from clinic posters to training certificates.

Network selected experienced model Julie Lowry (right) as having the perfect profile, and she didn't disappoint.

As the first year’s activity draws to a close, an 18% increase in sales of Cerumol is not the only evidence of the campaign’s success. The trade advertising was ranked joint 6th best in an independent pharmacy poll, rubbing shoulders with big spenders Nicorette and Nurofen.

The direct mail campaign has received an impressive 15% response rate so far with entries still coming in! The campaign also received a 'Highly Commended' award in the Best Marketing Campaign on a Small Budget category at the OTC Awards this month. "We were very impressed with the campaignable, cross-platform creative Network proposed," says Group Product Manager Ed Round, "And even happier with the results!"

March 2010

All Eyes on These!

Collection 2000 launch two new eye products, designed by Network with pleasure!

Due to the highly competitive nature of the cosmetics market, new products have to have a big impact at point of sale and stand out from the rest on shelf.

This was very much on our minds when we designed the fantastically retro Collagen Curl Mascara and the fabulously chic Poptastic and Angelic Eye Palettes for Collection 2000.

Network Designer Matt Bucknall, who created the Eye Palettes pack design, says, “I’m really pleased with the way the packs have turned out - they’re really vibrant and showcase the eyeshadow shades very well.”

The products are in stores now and both are already getting a whole load of attention from the beauty press, which is just what we like to see!

March 2010

A hole in one for Sekusept at the IDSc

The challenge? A cost-effective, space-saving crowd-pleaser that highlights the benefits of Ecolab’s enzymatic detergent...

Ecolab’s 3m x 1m floor space at the IDSc exhibition in Blackpool recently meant space was at a premium for developing a stand worth visiting.

Briefed to come up with a way of attracting visitors to find out about instrument detergent, Sekusept MultiEnzyme, and its innovative, accurate dosing system, Network embarked upon some challenging homework - trying out games on the Nintendo Wii!

After hours of laborious research(!), it was agreed that a Wii Golf Challenge was the perfect way to metaphorically demonstrate the system’s manual accuracy, in a way that would also be highly appealing to the IDSc’s delegates (mainly older males). A postcard (above) promoting the star prize (a Wii of course!) was sent out before the event to invite delegates to take part. The challenge proved extremely popular and a fantastic data capture opportunity for Ecolab.

The winner? A woman, of course!

May 2009

derma-rolled out to perfection

It was a picture perfect roll-out for a Wetherby firm’s innovative new product for aesthetic clinics

You’d be forgiven for thinking that sticking pins into your skin wouldn’t really do it much good. But you’d be wrong. If the pins are of the right length and density, they create a healing response which causes the skin to repair in such a way that it significantly improves the appearance of scars and wrinkles. This is the principle behind the Dermaroller which Network helped AesthetiCare launch recently.

“Our brief to Network was quite technical,” says AesthetiCare MD, Roger Bloxham, “But they responded with a dynamic package of roll-out materials which has been very well received by our customers.”

The process involved creating a ‘face’ for the brand which could be used across all promotional items, from clinic posters to training certificates.

Network selected experienced model Julie Lowry (right) as having the perfect profile, and she didn’t disappoint.

“90% of all shots taken were useable,” says project designer and art director, Vicky Ward. “It was a pleasure working with such a total professional.”

AesthetiCare report that sales of the product are ahead of forecast.

May 2009

Hot launch for cool handling product

Leeds company’s range of graphite glass handling products is designed to take on the world

Pudsey based Anglo Carbon & Contacts (ACC) is a long established engineering firm who have been giving their many customers what they want for many years.

Difficult trading in their traditional sectors has meant that in recent years they’ve sought lucrative alternatives to supply.

“Hot glass handling was a market we had supplied small amounts of product to over the years,” says Kevin Wray, Commercial Director at ACC, “But it became apparent that many manufacturers were crying out for a reliable source of bespoke products.”

ACC are experts at manufacturing specials and so embarked on developing a range that has given them further strings to their bow, vital in testing times where an over-reliance on a single market can be risky.

Their launch of Protatherm was supported by the brand development, a stunning forme-cut brochure, exhibition stand and website, all created from scratch by Network.

Oct 2008

New branding finally uncovered to rave reviews

In the last issue of Network News we told you about the rebranding project Network were undertaking for new client Vivalis’s Collection 2000 range of cosmetics.

The new logo, which is part of a total rebrand for the range, was unveiled in summer on a brand new product display stand (see above) at the flagship Superdrug store in the new Liverpool 1 shopping complex.

“Initial feedback has been fantastic, and this new look firmly positions the brand as fashionable, fun and colourful,” says Sarah Fozzard, Senior Brand Manager for the range, “Exactly where it needs to be.”

The new look is now being applied to advertising, packaging and other promotional materials, prompting the production of a set of guidelines (centre), to ensure the integrity of the brand is maintained across the board.

Oct 2008

Signage catalogue Launched

After months of planning, Ecolab’s new Hand Hygiene awareness initiative is introduced to hospitals. Research has shown that prominent signage in hospitals causes a significant increase in the number of people who wash their hands.

Infection Prevention specialists, Ecolab, had been providing signage to their hospital customers for some time, but their bespoke catalogue offering a variety of signage options is a first in the market.

“There was some concern over the confusion of signage out in the market place,” says Kate Cassidy, Ecolab’s Marketing Manager.

“During a regular meeting with Network, we had the idea to collate all the ad hoc signs we were offering into one brochure, plus a number of other standard options.”

Network are handling the production of the signage and co-ordinating established suppliers of other items such as floor signs, stickers and mats.

An added benefit for Ecolab is the increased usage of their hand hygiene products in areas where the signage appears; good for business as well as improving infection rates in hospitals!

Feb 2008

the importance of web optimisation

Optimisation is a term used to describe the escalation of a site in the search engines’ rankings, such as Google or Yahoo.

It involves highlighting various appropriate search terms within the site so that the search engines’ ‘spiders’ find your site first when a surfer is looking for items using these terms. There are two forms of optimisation available - Sponsored (guaranteed) and Natural (not guaranteed).

The former involves (limitable) payment for, for example, Google AdWords, to ensure a decent listing in the sponsored links section; the latter involves payment to an optimisation company to improve your site’s chances of a decent ranking in the free section of the search page. The success of this 'natural' web optimisation is also determined by the way your web site is put together. Accessibility, links, and adherence to web standards will all help your site receive a favourable listing from the spiders.