CoLibrì Interactive case history and Adv

Introduction

Purpose of the following is to provide suggestions on how to advertise the CoLibri Cover System service, promote the product and brand awareness in order to obtain, through a series of targeted actions, also the increase in customer traffic within the stores which provide the service itself.
They are clearly a synthesis of the numerous actions built and applied over the years by our distributors and must serve as an example, idea and starting point to refer to in order to start the promotion of the CoLibrì service.

The fundamental condition is to have clear in mind that: “ We make a product, We sell a service !!!!”

Fundamental

CoLibri System service works by positioning the CoLibrì machines in the field, the only possible way for covering books with CoLibri covers.
The goal is to sell the covers; the key is that the more machiness you place on the market, the more covers you will sell.
For very demanding customers such as book distributors and for all those situations where a reduction in time and automation of the book cover process is necessary, CoLibrì has the solution: the new CoLibrì 500 industrial machine, able to cover up to 300 books per hour manned by a single person.
Each country is different in terms of economy, population, culture, quantity of books and distribution of the same; a business model that is successful in one country may not necessarily be replicated with the same success in another.
Hence the need to build a business figure based on the reality of each individual country.

To do this, I invite you to carefully read the following documents including the very useful "The journey of the book"; its output provides, with CoLibrì learning and CoLibrì Convenction, the most interesting areas in which to act together with the quantities of books that can be hypothetically covered with the CoLibrì service.

Application and development times

Introducing a service like CoLibrì implies a considerable commitment and dedication in terms of time spent and investment.
The above is the key to success.
The most serious mistake you can do is to put Colibrì on a catalog, like a pen or an eraser, and wait for someone to order it.
Because it is a service and It must be demonstrated by exploiting the so-called "wow effect" that people have when they see a book cover with the CoLibrì system for the first time.
It should not be forgotten that CoLibrì machines must be maintained and repaired, therefore the distributor must equip and organize himself in this regard, providing the necessary technical assistance to his customers.

How to advertise it

Undoubtedly, television and radio on national networks makes it possible to reach tens of millions of potential customers every day but, on the other hand, the costs to be incurred are extremely high.
There are cheaper methods to achieve good results, however, but they are part of the great commitment that, over the years, our distributors have applied by inventing unique solutions and trying and pursuing everything to increase awareness of the brand.
If you believe in a product, in its quality and, in the case of CoLibrì also in its uniqueness, with the right strategies and in the correct times, the businness will certainly increase. Advertising must be based on the principle of "Pull" and "Push" which must be combined.

Pull towards B2B (Distributors, resellers) with brochures, marketing tools, various kinds of communication, local fairs and events, sector publications and social media.

Push in store. The commitment and involvement of the store staff is very important in order to explain and promote the service to the end customer. This is the simplest and cheapest method that, combined with the Pull, will make the customer come back and therefore generate more and more traffic in the store over time.

Sector / industrial magazines

Trade magazines are one of the commonly used advertising methods.
Sometimes, they can be particularly expensive in relation to the return on investment so the advice is to check the above well within the individual country together with the average qty of readers of the magazine.

Social Media

Social Media deserve a dedicated chapter. Today undoubtedly one of the systems most followed by customers also because they allow you to reach large numbers of people without exaggerated investments. But you have to do it with a little more cunning to get better results. Having your own social media is important but it is even more important to be present on the social media of distributors and customers.
Therefore, in bargaining with the customer, in addition to agreeing on the number of machines and covers, always ask to be able to publish your posts also on the customer's media in order to also benefit from the entire audience of followers of the distributor / customer.

Countries examples

Below I have collected and organized some examples of how, in various countries, they have promoted CoLibrì without investing exaggerated amounts of money.
They are ideas / suggestions to refer to in order to present and advertise the CoLibrì service during the time.

The first country is certainly the one where CoLibrì was born.
Today we invest heavily in national advertising, but it hasn't always been this way.
Initially, and for several years, advertising investments gave way to hundreds of visits to distributors and customers for field demonstrations.

Italy

Italy is the country where the CoLibrì service was invented in 1999.
In more than 20 years CoLibrì has become a familiar and well-known name and brand for everyone. There is no mother of any student who does not know what CoLibrì is.
Of course today we have over 85% market share; we collaborate with over 50 distributors who supply more than 10,000 stationeries without forgetting hundreds of public libraries and the prestigious Vatican Library that we manage directly.
This above all in the face of the innovation that CoLibì has always applied to its covers, not least the "Shield Cover" novelty of 2021, which offers a valid barrier against viruses and bacteria.
For over 15 years we have invested heavily in national television and radio advertising during the "Back to School" season and we are always present at national trade fairs (Big Buyer) and the most prestigious international ones (Paperworld).
It was a long journey but managed with intuition and common sense where, in the early years, a lot of work was done with "door to door" and demonstrations at distributors, libraries and stationeries. Important advertising investments came only later even if, certainly, contributed to creating what is now CoLibrì.

Germany

Advertising in cinemas: on the occasion of children's films where families and especially mothers go.
At least 2 weeks of programming. The costs are divided between CoLibrì and the distributor / shop that sees his name shown at the end of the spot.
The movie is created by CoLibrì with a modest investment and then it can be reused several times.

Billboards / advertising walls in the city:
Exposure for at least 4/6 weeks. Cost to place 12 billboards or walls in strategic positions is affordable and convenient in relation to the return on investment. Costs shared with the shop / distributor that it sponsors together with Colibrì.

Social Media
FB, Instagram, Twitter, TicToc and others.
Low running costs; help from a Social Media Manager is suggested.

Events
Organized together with the School day, it had a great success and visibility.
Creation of articles and gadgets such as CoLibrì branded bags.
2019 Insight X Fair in Nuremberg

Local fair of great importance for the school and office sector in Nuremberg.

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Leaflet and brochures
Typical of a "Pull" advertising system is to provide distributors and shops with illustrative material of the product that enhances and emphasizes its pluses and uniqueness. The costs of this material are always extremely affordable and rarely exceed a few hundred euros. Often this paper material is prepared in agreement with the distributor with whom the production costs are shared.
Here are some examples

Recycling of plastic scraps of covers

Brochure

France

Social media was a key point in ADV. Exploited the opportunity to post on the distributors / customers' social networks by benefiting of their followers.

Spot on local radio

Colibri adv movie on gas stations Auchan hypermarkets
Low investment for making the movie; also reusable on social media, YouTube, local TV, fairs and customers shops.
Passage of the video at each refueling at the pump (every 3/4 minutes)

Television advertising on local networks and Social Media

Always carried out in agreement with the distributor in order to optimize the investment and the expense that is shared and published also on distributors Social Media.
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“Back to Schools” service in big Hipermakets and Charity Project

Provide the service on the occasion of the "Back to School" by working together with large organizations such as Auchan and Carrefour also combining help with charity organizations.
See Project and Presentation

Portugal

Distributor extremely present in all areas, from social media to trade fairs, from large Shops Chains up to the single small stationery shop.

Porto: Local Fair
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CoLibrì at “El Corte Ingles”
Movie

CoLibrì at “Staples”
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Award plate for the best CoLibrì stationery in the world

A Portuguese stationery shop received recognition from CoLibrì System for the largest amount of books covered in the "Back To School" period. An absolute record of over 22,500 books covered in a single season.
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Marketing Tools
Creation of "desks" dedicated to the cover service and customizable with the brand also of the customer where the service is performed.
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Agreements with large textbook distribution chain

On the occasion of the Back to School ", special book cover lines are created.
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Poland

Distributor who started collaborating with CoLibrì in the last 8 years growing year by year and reaching excellent result.
A family business, it follows from large customers to small stationery with perseverance and a great presence in the area. It has also created a service center for the maintenance and repair of machines. Present on Social and trade fairs.

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Czech Republic

Distributor of school textbooks and CoLibrì distributor. It has considerably expanded its presence on the Czech market in the last 4 years, guaranteeing an excellent presence also in public libraries and in the prestigious National Library in Prague.
From 2020 he started promoting CoLibrì also in neighboring Slovakia.

National meeting of Czech public libraries.

Attendance for 2 days.
Important meetings with all the managers of the national libraries of the Czech Republic.
Thanks to this event, it has established a supply relationship with the National Library in Prague, one of the most important libraries in the world.

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School Directors Meeting in Slovakia 2021

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Turkey

Distributor in Istanbul who has been collaborating with CoLibrì for many years.
Excellent presence in very complex market and, in recent years, also affected by serious political and economic problems.
However, he has always persevered, bringing his valuable contribution even in the most difficult years.

CoLibrì cover line at a large Turkish book distributor.
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Reference

This document is only intended to provide ideas and suggestions based on successful case histories.
Each single country will be able to evaluate and decide the applicability of these examples and suggestions within its own market reality.

This is the first issue of November 30, 2021 with REV 0

Any updates with other examples will determine the re-issue of the same and the update of the revision.