Ecomdigest Stationery - 10.24.2024

PLUS Legami Milano’s retail success across Italy & the UK

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 5 minutes

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Niche Nuggets 🔎

Montblanc introduces a new filling mechanism in the Meisterstück Traveller Limited Edition 1924, celebrating its 100th anniversary. This innovative push mechanism enhances ink capacity and ease of use. A pop-up kiosk in London invites visitors to explore handwriting, celebrating the iconic Meisterstück's legacy and encouraging the joy of writing.

Annie Couldrey, co-founder of Rebel Stationery, succeeds Chris Leonard-Morgan as the Stationers Company's stationery and greeting cards sector champion. She aims to unite grassroots entrepreneurs, emphasizing sustainability and fair labor. Couldrey is inspired by industry innovation and seeks to foster a supportive community for small businesses.

MidoriDesignPhil's new MD Paper Thick notebooks offer enhanced durability for heavy ink users, featuring twice the thickness of standard paper. Available in A5 format, they lie flat with codex-style binding. The Gentleman Stationer also restocked Traveler's Notebook accessories, supporting their shop through purchases and Patreon pledges.

Legami Milano has opened its 70th boutique in Italy, expanding rapidly since May. The brand is thriving in the UK, with popular items like pens and the sold-out Halloween Boo Crew edition. Retailers like Ryman are broadening their Legami offerings, highlighting the brand's growing appeal and market presence.

Hamelin, a French company, will take over UK distribution of Pelikan products from Stone Marketing starting January 2025. Stone Marketing, the current distributor, will assist in ensuring a smooth transition. Hamelin's UK-based operations will manage warehousing and sales, with Stone Marketing's service department closing by December 2024.

Insight of the Week 📖

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division