Craft Focus - October/November (Issue 75)

59 PROFILE Are there any new launches coming up? We’re always innovating, and we’re in the process of bringing out a new Fix & Glue range. These products use the latest technology to provide a strong yet flexible bond, which is less likely to break. With no hazard warnings required, items in this collection are also safer to use. Keep an eye out for them over the next few months. How would you advise a retailer who is interested in stocking Bostik’s range? A big part of the work done by our marketing department is to understand each retailer’s customer base and look at ways it can use this knowledge to help increase and broaden sales of its products. All our packaging is purposely designed to help direct the crafter towards the right adhesive for their needs. When choosing which lines to stock, a retailer should always consider the requirements of its customer base first. What type of crafts does the shop supply? If papercraft is important, our Glu Dots, Foam Pads and Blu Sticks are ideal. If your customers are into fabrics, our material-specific products could have a role in your offering. It’s always good to stay ahead of the game when it comes to new technologies too, particularly those that are designed to make life easier. To this end, look no further than Fix & Flash. Don’t forget Blu Tack either. It’s an essential part of every crafter’s toolkit. If you’re interested in becoming a stockist, contact our customer services team. Is the craft and hobby market a crucial category for Bostik? Of course! Crafters are important to us and we know how essential a good glue is to them. No matter how inspired a project is, unless there’s an excellent adhesive behind it, it could fall apart. That’s why we continue to innovate with new technologies. Do you offer any marketing support for retailers? Most Bostik products come in eye-catching, shelf-ready packaging, which is perfect for displaying in-store. To help retailers maximise sales, we also have counter displays available, which are free when you order from us. If space is at a premium, we offer clip strips for some lines, such as Blu Tack. For those selling online, we provide a range of content from promotional videos to lifestyle imagery. In order to increase brand awareness on a wider scale, we’re also investing heavily in broadcast advertising. This includes a three-month TV and digital advertising campaign for Blu Tack in Q4 of 2019, which will push additional uses of the product under the theme of #BluHacks. Generating over 26 million impacts, this campaign will provide nationwide coverage for Blu Tack and the Bostik brand, helping to keep us front of mind when crafters are making their choice. “Blu Tack continues to be not only our bestsel ler, but also the UK’s favourite reusable ad hesive. It’s great for crafters, who use it not just for displaying their creations on the wal l, but for holding templates in place or gathering up smal l fragments of glitter.” Bostik +44 (0)1785 272 625 bostik.com