Brother UK expects labelling campaign to stick with end users

Brother UK has unveiled the latest phase of its £1.5m marketing investment in growing its share of the labelling market.

The company has launched an innovative new digital campaign featuring a spoof video of an over-organised office manager, Brigitte Duncan, who labels just about everything in the workplace, from her holiday planner to the microwave and the plug sockets.

The video is the centrepiece of a campaign that includes social media engagement, online advertising and incentives to win a luxury holiday to Mexico.

It follows the company’s successful Route 66 TV campaign which helped to increase sales of the company’s label printers by 53% per cent in 2012.

Brother UK sold 52% of all the labelling machines bought in Britain last year, an increase from 42% the year before, and has stated its ambition to further grow its market share during 2013.

James Lawton-Hill, head of marketing at Brother UK, said: “Our intention is to shake up the labelling market with innovative and surprising marketing activity that clearly communicates product benefits, but with a sense of humour.

“Since the start of our marketing push, we’ve significantly grown our retail presence as well as giving existing Brother resellers clear market opportunities to upsell, as well as add labelling into their portfolio of products.”
Brother P-touch models were the star performers of 2012. Sales volumes increased by 36% year on year, and market data shows that this category now represents 56% of the hand-held labelling market.

Brother UK’s resellers have made a major contribution to the increase in the volume of the company’s label printers sold to end users. In particular, Brother sales through office equipment retailers, consumable specialists and telecom resellers (OER/CSP/TCR) grew by 15% according to market data.

For further information on Brother labelling visit, brotherlabels.co.uk or facebook.com/brotherprintersuk.