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.
New Conformer logo
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 email@example.com
Many of you are on environmental task forces charged with the job of implementing reduce, reuse, and recycle practices throughout the office. The underwhelming interoffice envelope seems to be the latest target, and is clearly in the crosshairs of task forces. Twice in the same week, I found myself listening to frustrations about the reality of interoffice envelopes… that it doesn’t hold very much, isn’t durable for the job required of it, and despite its multi-usability, get trashed at the end of the day.
Conformer is in Stage 2 of prototype development for an infinitely reusable interoffice envelope made from recycled milk jug plastic (that’s post consumer waste…the best kind).
Conformer Milk Jug Plastic interoffice envelope prototype
Imagine never having to throw away an interoffice envelope again! Imagine using an envelope that’s durable and versatile to be used thousands of times! If reducing your office product costs permanently and improving the planet sounds like a good fit with your company’s objectives, we want to hear from you. Give me your input at firstname.lastname@example.org and help put the finishing touches on this exciting new Conformer product.
-Sari McConnell at email@example.com
Have you ever heard of Flat Stanley? Flat Stanley, the storybook character, is something of a grade school celebrity. As my mother read this book aloud to my son the other day, the parallels between the Flat Stanley story and the Conformer story just jumped off the page. Sure, I think about envelopes more than your average mom, but hang with me here.
Stanley is a boy, but his new flattened form gives him amazing abilities. He can be flown as a kite. He can slip under unlocked doors. He travels the world in an envelope. Amazing! And his brother becomes incredibly jealous. Being a commodity kid with obvious limitations is no fun, especially when Stanley has access to so many new places.
Flat Conformer, expands to fit
Doesn’t this sound like the Conformer envelope story? Compared to a commodity envelope, the Conformer has a superior construction that goes from flat to 1.5”. This new form is a vast improvement over bulky expensive packaging solutions like bubble mailers and small boxes. It packs flat and doesn’t hold excess air, which lowers freight and storage costs considerably. And automated postal and insertion equipment simply adore the Conformer envelope because Conformer has changed its shape to optimally work with the post office and high-speed fulfillment centers.
And that’s where things get really interesting because, suddenly the Conformer envelope isn’t just an envelope. It’s a packaging solution. The Conformer media mailer is just the beginning of how a paper envelope takes on the form of a dramatically more cost-effective package. Conformer is working on taking the mail-order pharma industry by storm. It’s a whole new world for Conformer, doing so much more with less bulk…just like Flat Stanley!
In the end, Flat Stanley’s jealous brother Arthur restores Stanley to his original shape with a football air pump. As for Conformer, we happily leave all the unproductive dead space to our competitors!
by Sari McConnell
Posted in CD and DVD Mailers, Freight and storage Savings, Mailers, USPS savings, Videos
Tagged Conformer, Conformer Products, envelope, expansion, Flat Stanley, fulfillment, mailer, Media Mailer, packaging, United States Postal Service, USPS