This is a departure from where we have been but I’ve wanted to put these ads up for awhile. It’s part of a marketing campaign I did for a company who wanted to use their core product, poly vinyl coated wire shelving, to create storage for the scrapbooker.

This ad campaign was tremendously successful. The first shot in particular (top) brought customers into our booth at the trade shows in droves….not to mention people just being so excited about the product offering period. We positioned it as an affordable at home storage system with some on-the-go products as scrapbookers always take their projects to crop events which take place at venues outside their home so they have to have a way to transport these items to those places.

I had the product in both Hobby Lobby and A.C. Moore within six months of our beginning to ship and it hit the top ten list for the holiday season of products ordered at organize.com within that same first six months. What happened was that we got some significant space from a special edition of a Memory Makers Storage publication (on shelves for more than 3 months). Because it was still early in the game and we didn’t have a whole host of retailers set up around the country, I had the factory’s 800 number listed and we routed the customer to our online partners. So you know that story, “He who hesitates is lost,” and “the early bird catches the worm.” In that particular case, the early bird was Organize.com.

The adman on the project was Scott Schafer from Schafer Associates, here in St. Louis, and of course I highly recommend Scott. He was very quick at getting the point of the matter, offered more than one solution to our solution, and kept the thread running throughout (we had 3 different ads we ran within a year at various times according to other events we had scheduled).

In the words of Hannibal from the hit television series, The A Team, “I love it when a plan comes together.”

You can find out more about Scrapbook Solutions at their website, www.scrapbooksolutions.net. And to see a video about Scrapbook Solutions you can visit A.C. Moore’s scrapbook video section (I’m in the video too!). Besides seeing how our top two items work and how the system comes together, this video also highlights the packaging, which was also a significant boon to the product line’s success. When you see the video, you’ll see that our choice of colors and how we put them together along with the shots of the product and the company logo came together in a perfect harmony of color, clarity, and attention grabbing.

P.S. The parent company of Scrapbook Solutions is Industrial Wire Products, Inc. and I was the VP Sales & Marketing for the retail side of their business and was responsible for not only this product launch but also their core product line found in most storage and mass retailers around the country and online….

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