The objective – merchandise Sanford product and consumables + a contest

Merchandise DYMO Turbo machines and consumable refill tapes

Show the promotional tie-​in at Staples

Encourage the customer to enter to win online

The approach – simple setup, clear directions, increased merchandising

Simple to restock

Display arrives at the store level assembled and pre-​packed full of product

Increases merchandising space and location by pulling the product off-​shelf

Allows for refill tapes to be sold side-​by-​side with the DYMO machines

Offers $5000 gift card for Staples as a first prize, reinforcing the brand-​retailer relationship and encouraging repeat business for the retailer

The thinking – bold colours, big call to action

Billboard space advertises promotion and displays product usage shots to help educate the consumer on how and when to use the labels

Bright colours tie-​in to the brand look and attract attention

The call to action “Print Label & Win” encourages the consumer to participate in the promotion and interact with the brand by visiting the corresponding website

The results – 42% incremental sales lift, more than 5000 contest entries

Peak sales lift was 42% incremental sales lift for the DYMO machines and 18% incremental for refill tapes

Nearly 6000 unique visitors to the DYMO micro-​site during the promotion period

22% of entrants opt to receiving extra offers from Staples regarding products, promotions and upgrades

There are approximately 5000 entries for the contest