Kelo-Cote is the #2 global brand in silicone scar gel treatments. As part of the brand rejuvenation, International Marketing Manager Chris Delafield planned to bring together the brand’s distributors and global team at a three day global congress in Prague in April 2018 held to relaunch the brand internally. The event was to be a truly international affair held in Prague’s Building Bridges and co-ordinated by Tristan Corpet from the Alliance office in Paris, with Liquorice in the UK developing all of the event materials. In addition, Liquorice’s CEO was asked to be one of the guest speakers.
The event was well considered, giving marketing and sales teams the opportunity to present the rejuvenated brand and strategies for growth. The Liquorice team in the UK worked with the team in Paris to develop the branding, producing email invites, through to a series of event materials including stands, literature packs and – most significantly – a take-away digital archive of all the templates and guidelines required to use the new brand in market.
As well as branding the event, amongst a cast list of experienced country managers, Alliance board directors and leading Key Opinion Leaders, Liquorice’s Darren Low was invited to deliver two sessions, one on the new brand and the second on the new digital platform developed for Kelo-Cote globally.
Results & Reactions:
With delegates from around the world including Columbia, Australia, South Africa, China and Bulgaria, the group shared best practices, experiences and concerns and hopes for the future. The impact of the new brand and materials was significant and we left the congress with a large number of rejuvenated and excited distributors who quickly started moving onto the new digital platform, with lots of follow ups discussing support and forward-looking sales and marketing strategies.