Sporting a personal sized Domino Filofax; a filofax page sized mirror, and a \u2018James Bond\u2019 pen with a perfume atomiser hidden in the cap for a quick spray during the day; it\u2019s clear that this pack is aimed at a certain segment of the population.<\/p>\n
There\u2019s nothing wrong in this approach, and to be honest I think that\u2019 it\u2019s the right way to go about building up the brand of Filofax in the 21st Century. Build up small pockets of support in new areas, and expand them out as the company grows. Filofax has moved on from the yuppie era of the 1980\u2019s.<\/p>\n
The key to the marketing of the Gift Pack is the enclosed voucher for a beauty Session at various locations around the UK. I\u2019m going to pass this on to someone else, partly because I don\u2019t think a beauty session would make a dent on me. It\u2019s also not supplied by Filofax themselves, so they\u2019ve little control over the final product (but they have put their name to it, so it does<\/em> count).<\/p>\n Again it\u2019s the combined pack of voucher (to tempt), the mirror and the customised pen (to enhance the targeting), and finally a choice of style of Domino Filofax (art deco print, snakeskin or shocking pink) to seal the deal with the customer.<\/p>\n Of course the core product is one I\u2019m familiar with \u2013 a Filofax \u2013 and I know how useful and versatile they can be. From a personal point of view, the more of them in the hands of the public, the better! With a reviewers hat on, this is a great package even without the addition of a manicure, hair styling or other treat. You get the fashionable hit at the start, and the continuing reward of organisation (maybe) into the New Year.<\/p>\n The question now is how are Filofax going to address the more masculine side of the market in 2010, and how innovative will they be? I\u2019m looking forward to finding out.<\/p>\n![\"Filofax](\"http:\/\/www.ewanspence.co.uk\/blog\/wp-content\/uploads\/image106.png\" "\\"Filofax")
<\/a> Filofax in the UK are currently offering the pack for just \u00a330<\/a>, and their end of year sale has a store wide discount of up to 30% on other goods.<\/p>\n