ACCO Brands is hoping to transform the visual communication category with its Nobo whiteboard range, focusing on communicating the benefits of surface quality to change the way consumers select and buy boards.
Consumer research identified erasability and durability as the key consumer needs. In order to help consumers make better choices, Nobo will be replacing and reorganising all current sub-brands into four key sub-brands segmented by surface type including, Diamond Glass, Prestige Enamel, Nano Clean Steel and Classic Steel.
Chris Gaskell, Senior Director of Channel and Brand Marketing, ACCO Brands Europe said, “in the absence of clear, comparable information about surface quality and durability, consumer choices are currently made simply on the basis of price and frame design. This causes a disproportionate bias towards lower cost, poor performing whiteboards, leaving consumers feeling dissatisfied when their chosen board doesn’t meet their quality expectations.
“As a market leading brand in the visual communication space, our intention is to directly address this consumer dissatisfaction by delivering a clear, new category solution. We are making it easier for consumers to find the products that match their requirements.”
Exclusive to ACCO Brands, Nobo Nano Clean Steel is a brand new surface type, guaranteed for 15 years. According to ACCO, Nano Clean creates a smooth surface finish preventing pen ink from penetrating the surface, enhancing durability and increasing erasibility performance by 30 per cent. Already launched in the US, Nano Clean has proved popular with both resellers and users and now looks to increase the potential to upsell, boosting profitability for UK office products dealers, as well as enabling customers to understand when to upgrade to a new board surface.
To support partners to promote the Nobo range and communicate the new surface story, from January 2017, ACCO Brands’ entire range of Nobo whiteboard products will be included in a year-long promotion. This will give customers the chance to win a £5,000 office makeover. Monthly prize draws will also see 15 winners per month receive a complete desk makeover, helping to keep promotional communications fresh and relevant throughout 2017.
From 1st January, customers need to purchase a participating Nobo product and visit www.officerewards.eu to register for the prize draw. To find out more about the Nobo range, please visit: www.noboeurope.com
