woolyarns

Grow Brand Loyalty. Increase Sales.

About

An innovator dedicated to spinning and elevating New Zealand’s superior, natural fibers with the exceptional properties of New Zealand Brushtail Possum fiber Woolyarns was at a crossroads in the U.S. hand knitting market. It needed a marketing and operational assessment of how to increase its marketing game, reconfigure operations to retailers and communicate directly with both retailers and customers.

Audience

Retail
Wholesale
Consumer

Category

Farm-to-Fashion
Hand Knitwear
Makers

Solutions

Business & Operations Analysis

Audience Profile Update

Marketing & Sales Planning


Retailer Marketing

Consumer Marketing

Digital Media

Monthly Retailer Newsletter

Consumer Branding

Lead Generation

Quarterly Magazine

Events and Exhibitions

Public Relations

Advertising

Share of Voice

Objectives

  • Devise a U.S. growth strategy for the Zealana product line.
  • Develop U.S. marketing, PR, social/digital strategy/ plan to drive sales growth.

Execution

  • Executed market and customer profiles.
  • Redefined messaging and story framework used in all content, inbound and outbound marketing and sales.
  • Shifted from a third-party sales model to a direct distribution model.
  • Expanded direct eMarketing and web content to support retail and customer distribution.
  • Developed and produced a quarterly magazine for retail and consumer audience with a focus on creating brand loyalty and affiliation with company’s unique story, product and design .
  • Built a lead generation model that increased sales 25 percent in 6 months.
  • Managed and executed marketing, communications, and sales for the U.S. retail and consumer channels.

Results

Facilitated transition from third-party distributor to direct distribution model for U.S. markets. Developed and manage ongoing visual and content for retailer marketing, U.S. communications, and public relations.

LYN Communications

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