08
| p2p Magaz i ne | Autumn 2011
COVER STORY
ExaClair’s
trusted brand Europa
As well as continuing to bring to the
market its established brands, including
Europa and Guildhall, ExaClair now
provides customers with access to a
further 11,500 products, including over
300 new products launched from across
the group throughout 2011.
The decision to rebrand was driven
by the new UK management team who
recognised the strength in harnessing the
Exacompta Clairefontaine Group synergies.
The group has made a considerable
investment in people, machinery, systems
and processes, moves designed to ensure
the company leverages the best effciencies
throughout the business and maximises
the opportunities of becoming a totally
integrated part of the prestigious paper-
making group.
Marketing investment
One key major strategy is to invest in
the brands, most notably in Europa.
ExaClair has upped the ante and placed
a huge emphasis on delivering innovative
marketing campaigns, both tactical and
strategic, designed to create a dialogue
with existing and prospective customers
and reinforce the message – ‘If you are
not talking to ExaClair, then you must be
missing out’.
The latest campaign to promote the
Europa range of notebooks and fling
products provides purchasers of Europa
products with entry into a free prize draw
and the opportunity of winning one of
10 iPads as featured on page 4.
Sales and Marketing Director
James Mead says that the notebooks and
fling products segment is increasingly
competitive and that’s why they developed
a campaign that they are confdent will
resonate with people.
“We wanted to fnd a way of
incentivising consumers to buy Europa
products and we’re supporting dealers and
retailers with eye-catching promotional
materials including shelf wobblers, ceiling
hanging boards, posters and Floor Standing
Display Units, to create as much in-store
theatre as possible,” he says.
“We specifcally chose an iPad as the
prize – it’s aspirational, appeals to both
genders, regardless of age and, in particular
to urban nomad consumers – those who
want modern, stylish and innovative
products – such as our Europa notepads
and fling products!
“It was also important to offer the
prize in suffcient quantities so that the
customer genuinely feels they have a
chance of winning and that’s why we are
offering ten.” he says.
At the start of this year, UK notebook, notepad and fling products
manufacturer and distributor Tollit & Harvey, was re-named and
re-launched as ExaClair Limited. The new name better refects the
company’s position as the UK subsidiary of the multi-million euro
Exacompta Clairefontaine Group.
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