Heather Haas: Copywriting, The Sneak Preview

THE OPEN ROADSpring 2011

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Freedom&Soul

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Of sun and sand


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A tale of

tumbleweeds

and rocky

roads


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words and phrases just keep drifting through my mind


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Go your

own way


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My desert rose


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Forces of Nature


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Surrender to the silent dunes


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Beautiful

Wasteland


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The desert is where I escape...


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Stardusted+

sunkissed


spotlight on MAchersydney office

hot product hitlistthe innovative, inspirational and interesting

shopper & cosuMer MArketingWhat’s the difference?

high on shAnghAicross-cultural cool

Winning product cAMpAigns10 things to remember

What’s inside...

MaCher exclusively designs and manufactures value-add products that (with every bit of style and design wisdom within us) WILL GROW YOUR BUSINESS!

We create gorgeous gift-with-purchase items, powerful packaging, alluring accessories and bespoke brand-building products.

Some of the world’s leading brands and many boutique brands are blazing unique paths to success with a little help from MaCher.

We enjoy the challenge of getting to know your target market and designing exclusive incentives that will sway their purchase decisions your way.

After a 25-year stellar record, we’re more inspired than ever to bring you innovative products that are on trend, on time, and on budget.

LET The New ENLIGHTEN yOUAs usual, we’re keeping on our toes and working on some very exciting projects for this year and beyond.

Our global trend forecasters, who must remain nameless lest they get poached, have been in Shanghai taking a look at some seriously left-field Chinese style.

We take our influences from anywhere and everywhere … If a butterfly moves product in the Amazon, we are onto it in Australia.

WE KNEW yOU’D LIKE The NewThank you so much for the wonderful feedback on our first issue!

In the second issue of The New we take you around the world from a tour of China’s most populous city, Shanghai, to the streets of Surry Hills, the very colourful inner suburb where MaCher Sydney is located.

Explore what’s driving consumers to spend that extra dollar, and how some strategically smart companies are incentivising them to do so.

Flip through and if anything catches your interest, please let us know.

[email protected]

MaCher is the Brand Behind the Brands

Real / Cutting / edgy

t h e

Leading publisher Pearson Group required a high-end gift with purchase for their in-store promotion of landmark book Maggie’s Harvest by Maggie Beer. The design of this beautifully crafted cookbook was replicated on a delicious, limited-edition, embroidered canvas tote bag. Cooked up by … well, you know who.Point of sale highlighted the offer in-store, keeping it front-of-mind at highly competitive gift-purchasing times such as Mother’s Day and Christmas. The tote was utterly devoured in-store and the quality and detail was very much appreciated by Maggie Beer herself. It sold out completely.

PEARSON GROUP

International Perfumes and Cosmetics launched an exciting gift-with-purchase promotion for Hanae Mori fragrances in the US. Initially, International Perfumes and Cosmetics ran a contest with students from the New York Fashion Institute of Technology looking for a thrilling and fresh design. Brief: CAPTURE THE ESSENCE OF THE HANAE MORI BRAND. Clever young lady Diana Quinterros won the competition and MaCher, with her original design in hand, took over to create and manufacture the GWP items. MaCher perfectly translated Diana’s lovely artwork onto two mediums, the poly-satin scarf and the paper box. Consumers who purchased two Hanae Mori products were lucky enough to receive the complimentary box. Spending over $75 earned them the very chic scarf. The promotion launched for the Nordstrom anniversary sale and is now rolling out in Macy’s, Bloomingdales, Dillards and specialty department stores in the US.

The campaign has been a big success so far. It has received a good share of press and the boxes are being entered in package design contests to boot. Needless to say, our client is thrilled.

HANAE MORI

ghd

US salon-spa superstore chain Beauty Brands wanted to create a line of enticing gift-with-purchase bags to boost sales of a range of haircare products. They also wanted an attractive gift card purchase-with-purchase bag to drive product and gift card sales.MaCher presented several exciting ‘bag’ concepts that would work for various individual haircare brands and also appear as a collection in harmony with their store on-shelf aesthetic.

Happy to note that Beauty Brands saw a substantial increase in sales for product lines and gift cards during their holiday in-store promotions.

BEAUTY BRANDS

What’s new?MaCher partners with some of the world’s leading consumer brands. Here’s a taste of some recent projects.

A pioneer in high-quality hairstyling tools and products, ghd launched in the UK eight years ago and quickly became the leader in its market (85% market penetration). ghd was introduced to the US four years ago and is currently working to expand their brand awareness across the nation. To support this brand awareness objective, MaCher worked with ghd to develop a range of special incentives to highlight the brand on gift-with-purchase stands in leading US beauty retailer Sephora. MaCher’s designs are funky, eye-catching and ready to rock consumers at point of purchase.

What’s more, they are eco-friendly (all are reusable) and they came in under budget. ghd loved the products and are extending one item to a year-long promotion, increasing their order quantity by 250%.

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The renowned Wella Brand launched Blondor, a new line of blonde coloring innovation. A product so hot, it could melt ice... Wella just needed the promotional packaging to prove it.

The Wella Professionals story began in 1880 with fl ourishing, ground-breaking success to follow. Last year, Wella Professionals, one of our beloved leading brands came to us with an idea. They wanted to package their new Blondor line in “virtual ice” and MaCher was more than up for the challenge. In an ironic twist of fate, a tempered glass wall in our offi ce shattered, taking on the appearance of cracked ice. Our account director was instantly inspired and sent a picture to Wella who invited the idea with open arms. Wella was looking to create a distributors case as well as a variety of stylist kits that would be attractive to the eye, but keep the products as the focal point. Between Wella’s unique point of view and MaCher’s creative talents we developed packaging that could not only ship fl at, saving the client money, but it also sold out faster than we imagined possible!

MaCher partners with some of the world’s leading consumer brands. Here’s a taste of some recent projects.

What’s new?

WE’VE GOT STYLE COVERED WELLA BLONDOR

Creating for a cause brings us so much joy, and Heal the Bay’s efforts to clean up the beaches and coastal waters is one we feel passionately about. This year’s Bring Back the Beach gala was held on the gorgeous sands of Santa Monica, hosting local environmental, political, business and entertainment communities. We needed to design a giveaway bag that would raise awareness for the cause and transcend the everyday reusable bag.

What better way to reach the masses than to give Southern California residents Heal the Bay branded towels for the beach. Meeting the needs of the giveaway bag we designed the towel to fold into a draw string tote. In all of a minute they were sold on the concept. Thankfully, their supporters were just as ecstatic, leaving not a bag to spare at the May event.

With seasonal packaging at an all time high, leading chocolatier Lindt asked us to create a range of Christmas packaging to stand out in-store.

MaCher created a series of products that held the famous Lindt chocolates. This worked deliciously in our clients’ seasonal catalogues.

The packaging was designed to

> Uphold and enhance the Lindt brand values.

> Encourage impulse purchase during the most important boxed chocolate season of the year.

> Provide a positive brand reminder to the consumer well after the chocolates were enjoyed.

THE SWEETEST SALE OF ALL

Paris is pure and elegant just like Emma Page, a premium jewelry brand available exclusively through Amway of Australia and New Zealand. Emma Page is stylish and desirable, a major player in the fashion jewelry space.

MaCher has worked with Emma Page for years, partnering the brand and supplying premium, attention-grabbing merchandise for their GWP programs.

The above umbrella was our most recent GWP project and as usual, success rained! It sold out in weeks.

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ThgoT

mma Page, e exclusively New Zealand. le, a major ce.

Page for supplying

merchandise

most recent GWP d! It sold out in weeks.

Paris Umbrella

ag that would nd transcend the

leaving not a bag to spare at the May event.

.

EVERYONE BENEFITS

Each year, California’s popular philanthropy organization, ‘Heal the Bay’, teams up with us to create an innovative, sustainable giveaway bag for their annual Bring Back the Beach gala benefi t.With the celebration of their twenty fi th anniversary, we all knew that this bag had to be the best one yet.

HEAL THE BAY

we are very proud of the work we do for charities.

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SOCIAL MEDIA IS HOT IN THE MARKET RIGHT NOW. NO QUESTION, IT’S A VITAL MARKETING WAVE THAT’S HERE TO STAY.

As proof, 91% of marketers* employ Social Media outlets. In the business world, it represents a marketing opportunity that transcends the conventional middleman and connects companies directly with customers. Social Media marketing initiatives are being utilized everywhere, from worldwide leading companies like P&G and McDonalds, to the boutique hotel down the street.

The chance to interact directly with consumers is irresistible. It’s about engaging your customers to let them know you are listening and care. By making your brand part of your customer’s social life, you will gain retention and loyalty, as well as open doors for word of mouth... and we all know that loyalty and positive word-of-mouth bring sales!

Creative and clever Social Media marketing can lead to profi table benefi ts that lie at the heart of successful businesses. To name a few…

> Search Engine Optimization > Brand Recognition and Credibility > Customer Interaction> Viral Marketing: WOM > Lead Generation> Fast Feedback> No to Low Cost Marketing Tool That Can Reach Millions> Media Pick up

While it seems that Social Media has been around for years, it’s marketing channel is still young. Marketers around the world are constantly fi nding new reasons and new ways to use Social Media to their benefi t. The level of benefi ts will depend upon your efforts and the type of product or services you supply. However it will usually lead to greater customer loyalty, heightened brand visibility and increased sales.

In no way should Social Media be used as a replacement for traditional marketing.

Social Media should supplement your mainstream marketing initiatives. If you think Social Media is a fi t for your brand, join the interactive world and discover the benefi ts!

How’s the social life of your brand?

* source, 2010 Social Media Marketing industry report.

Escape your everyday to-dos to explore MaCher’s Spring/Summer 2011 Trend Report. Take an exclusive tour of our design studio as we inspire you with the hottest in color, textile and marketing trends. Make your appointment today because in this business, the future is now!

Sydney • Los Angeles • Shanghai • Auckland • Melbourne • London • Miami • Hong Kong • New York

MaCherTurning of the TrendsSpring/Summer 2011

Please RSVP to (your name here)T: (number) or (email)@macher.com

Contact Info

Email: [email protected]

Phone: (310) 749-3219

*Further samples & hardcopies available on request*

Documents

Heather Haas: Copywriting, The Sneak Preview