Lister Shearing, based in Stonehouse, started manufacturing shearing equipment back in 1909. Today Lister products continue to be designed and manufactured in the UK and are exported to over 60 countries. The business engaged the Isaac Partnership marketing agency in Stonehouse halfway through last year to come up with a new strategy for their product marketing.
Lister has an enviably well recognised brand in the shearing world, explained Chris Isaac, Creative Director of the Isaac Partnership. The range includes equipment for all levels of user and types. The problem lay in the very traditional look and feel of the brand. With more and more younger upwardly mobile shearers working in agriculture we had to go back to what made the products great and re-engage with a younger audience. We called this market segment the Hunter Wellies Brigade. Lister products were appearing as something that your father or your grandfather would use. By introducing fresh colours and streamlining the look of the products on the packaging we were able to create something new in the shearing world that nobody else had seen, and re-establish the brand as a leader in the market.
Simon Freegard, Global Sales Manager at Lister Shearing commented We had struggled on with the same packaging for nearly ten years and our products were feeling dated, despite continuing to make innovations in the product design and manufacturing. By engaging with the Isaac Partnership to redesign our packaging we created new interest in the market and got retailers really excited about our products again. We can clearly see the correlation between the new product brand & packaging strategy and the sales increase in all territories. We are now working on a number of exciting new projects and are looking forward to even more success
We really value British manufacturers and love helping them to create better marketing and packaging continued Chris. Since the start of this year we have already completed marketing campaigns in over 20 countries and are in the process of developing a multi language, multi currency ecommerce site for another Gloucestershire manufacturer.
To celebrate Export is Great Week we are offering manufacturing and engineering firms in Gloucestershire a free 1 hour Marketing, Branding & Packaging Review.
For more information or to book your review please email firstname.lastname@example.org.