What do you do with a market segment-dominating product that everyone has heard of – yet few know how versatile and fun it can be – and fewer still know how to easily locate it? Penguin Brand® Dry Ice tapped Brandware to take on that challenge.
For starters, we conducted market research that gave us data on current consumer awareness, attitudes and understanding of dry ice benefits. Based on these insights, we developed a multi-channel marketing, social media and point-of-sale strategy to get more consumers thinking about, talking about, locating and buying Penguin Brand Dry Ice nationally.
Next we refreshed the brand look. We created new brand guidelines and retailer and consumer messaging, and then redesigned promotional, packaging and merchandising collateral to reflect the fun, “cool” and activity-specific benefits of Penguin Brand Dry Ice.
We then began to shift and grow consumer conversation about dry ice with the creation of a new online destination and blog, www.dryiceideas.com. Engaging consumers through social media channels like Twitter, we also created incentives for user-generated content about innovative or entertaining new ways to use dry ice in daily life. A custom retail locator application has not only made it easier for visitors to find a nearby Penguin Brand Dry Ice retailer, but it is allowing the client to correlate online activity with sales lift at specific store locations.
In the first 6 months, DryIceIdeas.com has drawn over 30K unique visitors, 90% of whom used the retail location application. Now, Penguin content – which we continue to curate – is consistently in the top 3 Google-ranked search results for multiple categories of dry ice use, including entertainment, storage and transport.