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Data Storage & Information Management Division
Imation produces a full line of data storage products and services to meet the needs of desktop, network and data centre computing customers. Imation came to SMI for help in meeting their main objective of breaking into the UK's retail channel.
Our first task was to thoroughly research the UK's IT retail market (in which the dominant player is PC World). The detailed results led us to recommend creating a distinctive in-store promotional programme, to grab the attention of casual shoppers, and to provide an incentive for them to buy. The solution included a counter top point-of-sale unit, shelf strips and bunting.
Our next task was to develop the design for the promotional pieces. Imation is a sponsor of the Jordan Formula One Team. Using this theme as the focal point of the imagery, SMI produced a selection of eye-catching POS items that are simple to erect, reusable and refillable.
Feedback on the promotion has been so positive that Imation is currently assessing rolling-out the programme throughout Europe.
"With the rapid growth in the SOHO market, it has been critical for Imation to stand out as a prominent brand in the retail channel, and win the all-important shelf space war. Combining the experience and expertise of SMI with the opportunities offered by our sponsorship of the Jordan Grand Prix Formula One Team has enabled us to achieve our goals faster than we could have hoped - by the end of 2000 I anticipate that the Imation range of products will be featured in 80% of the retail outlets originally targeted."
Jason Barnes
Marketing Manager
Imation UK |
