DYMO | LABELING DYMO AS A LEADER
DYMO was looking to generate clearly identifiable consumer and media excitement surrounding its new product introductions, position the company as a leader in the office products industry, make label makers relevant for home use and support the company’s national advertising campaigns.
To accomplish DYMO’s objectives, Coyne PR implemented an array of tactics. To kick off the year and launch DYMO’s lead product, Coyne PR leveraged the Consumer Electronics Show (CES) in Las Vegas and conducted post-CES deskside appointments and a national media campaign to introduce new products to key editors at long-lead publications. Seasonal product pitches were created to drum up excitement during key consumer buying times, and special interest publications were targeted to showcase the diverse use of label makers, from crafting and spring cleaning to labeling tools. In addition, press materials were created to raise awareness of DYMO’s advertising campaigns.
The year end results were labeled a success for DYMO, with Coyne PR’s efforts garnering more than 100 million media impressions. National placements included: The New York Times, USA Today, MSNBC, Detroit Free-Press, Parenting, and iParenting.com, among others, with the advertising campaign being featured in top trade publications.