I just wrapped up an important re-positioning project I’ve been working on for the past year with some very talented marketing people in our industry. Over time, we’ve learned some remarkable things from the marketplace as to why customers choose Conformer products, and our marketing communications had fallen far short of expressing those benefits.
And we landed in a pretty amazing place. For starters, we’re taking the word “Expansion” out of our name. Our products and our company are now simply Conformer Products and Conformer Products, Inc. respectively. We did this because the word “expansion” is just a small part of the value our products deliver, yet the word “expansion” has become almost a liability for customers who dismiss the other Conformer benefits altogether because they don’t think they’re in the market for an expansion product.
We also mashed ideas together for months in search of a great tagIine that would capture the essence of Conformer. Drum roll please…“Conformer Products. Creating presentation and mailing solutions that DO MORE.”
• More durable (360۫۫۫ perimeter protection)
• More functional and versatile (holds a little or a lot)
• More professional looking (it stays flat no matter what you put in it)
• More environmentally friendly (FSC certified, recycled stock, less material and reusable)
• Plus, Conformer products also have the potential to save a lot of money in postage and fulfillment costs, while providing superior performance.
Now our products scream “value” and “superior performance” … it’s amazing what you can do by banishing one little pesky word to the corner. Why shouldn’t Conformer products be the incoming industry standard for presentation and mailing solutions?
Remarkably, these changes are a reflection of what we’ve learned from our customers and the value they believe our products deliver rather than an aspirational marketing ploy that we hope will stick during a recessionary economy.
This is a seismic step for Conformer Products. Thanks for helping us take it. And please share your thoughts and reaction to our news.
–Sari McConnell at firstname.lastname@example.org