About Island Ink-Jet
Island Ink-Jet (IIJ) is a franchised company with over 230 locations throughout North America.
As the pioneer in the industry, they were among the first to provide consumers with the opportunity to have their empty inkjet cartridges refilled.
Case Study #7: Island Ink-Jet
Situation
At the time IIJ partnered with BRANDSPANK, the inkjet cartridge refilling industry was in its infancy. As a result, the vast majority of consumers were unaware that empty inkjet cartridges could be refilled. And for those who were aware of the service, they reported little, if any, difference between any of the cartridge refilling suppliers. Most of the industry’s marketing & communications efforts focused on the technical aspects only – and not service attributes.
Solution
To help consumers become familiar with cartridge refilling while still differentiating IIJ from its competitors, we developed a strategy that focused on the overall industry benefits. In addition to promoting the category, this strategy enabled us to position IIJ as the market leader through implied ownership of the cartridge refilling sector.
Success
Within months of the campaign’s launch, research indicated IIJ had become the most recognizable inkjet refill provider in the industry. Individual operators that chose to introduce the campaign into their market(s) reported an average sales increase of 19% -- over the previous year. In addition, inquiries for franchise information more than doubled – during the first year.
