Case Studies

Discover how these top companies have worked with For Dummies to attract new customers, grow their businesses and connect with their employees.

Client: Avaya

Services: Custom Solutions, Digital Products

Solution: VOIP For Dummies

VoIP For Dummies

Objective

To educate customers, partners and employees on emerging communication topics and establish Avaya as the global industry leader in VOIP, contact centers, mobile workforce and other business communications topics.

Strategy

The Avaya marketing team and the For Dummies custom publishing team created a small trim book, VOIP For Dummies, to be used as a training piece for Avaya sales personnel, partners and customers. The books were used as handouts at conferences, tradeshows, sales meetings and sales calls. Books were available in print and digital PDF download files for additional distribution. In order to effectively reach its global community, Avaya and the For Dummies team translated this title into 5 languages.

Results

This promotion was so successful that Avaya created a For Dummies marketing campaign which has included 12 English language titles with many translations to accommodate its global reach. The use of the For Dummies brand was so successful that Avaya's HR Department worked with the For Dummies team to create an internal publication on its newly implemented 401k programs which not only saw an increase of 53% participation but also won five industry recognition awards. The Dummies brand was so well received that Avaya (a sponsor of the World Cup) worked with the For Dummies team to create custom books to be given out at the event, Soccer For Dummies. This book was also translated into four languages. Avaya continues to work with the For Dummies custom sales team on new initiatives needed to continue to meet their education objectives.

Avaya has always been pleased with the response that resulted from using the For Dummies brand in our marketing campaigns for our employees as well as customers. The Avaya For Dummies series of print and digital books not only helped us to reach our customers in the US, but worldwide in a variety of translations.
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Sue Salek
Senior Marketing Manager,
Avaya

Client: Avery/Footprint Communications

Services: Custom Solutions, Digital Products

Solution: Green Offices For Dummies

Green Offices For Dummies

Objective

Avery products are the first choice for office administrators, because of their high production quality and ease of use and software support. Best known around the world for their labelling products, Avery sought to:

  • Raise awareness of the Avery brand outside of its traditional administrative audience without alienating Avery loyalists.
  • To position Avery as a leader when it comes to environmentally-responsible products.
  • To create opportunities for product trial amongst end consumers.
  • To create excitement and profit-building opportunities amongst Avery trade customers.
  • To engage Avery staff, encourage them to act and think green and improve teamwork.

Avery's marketing agency, Footprint Communications, devised a campaign that would culminate in the first ever Green Office Week (2–6 March 2009.) It aimed to speak to office workers in all walks of life and at all levels, from office juniors to senior management and seed environmental change in the office environment.

Strategy

The For Dummies brand, the most popular and most recognised reference brand in the world, universally known for providing an easy access point to any subject, was the perfect third party association.

A limited edition Avery branded Green Offices For Dummies Guide was produced to educate and facilitate office worker empowerment. For Dummies used FSC approved paper sources and vegetable ink to produce the guide, which effectively formed the 'call to action' for the campaign. A further five dual-branded versions were produced featuring Avery trade partners who wished to use the guide as a gift with purchase to drive environmentally responsible purchases during Green Office Week. In addition, an electronic version of the guide was made available for people to download from the official campaign website.

The Dummies B2B team further supported the campaign with POS material and the provision of the famous Dummies man who created a sense of excitement for Avery head office staff at the campaign's internal launch.

Results

82,000 Avery branded For Dummies guides were distributed via the London newspaper Metro and through trade partners. The Green Offices For Dummies Guide was so well received by the Metro editorial team that it was given a front page splash on Monday 2nd March, the first day of Green Office. The campaign garnered 130 million impressions and is set to become a regular event in the office workers' calendar with plans for Green Office Week 2010 already underway.

We were aware of other large corporates targeting the office environment with 'green' messages and we needed an angle that would set our campaign apart. Other companies had taken the approach of chastising office workers for not doing enough. Our approach was more empathetic, realising that efforts to green offices were often hindered by a lack of empowerment or facilities. Green Office Week needed to support and educate office workers to help create a climate for change. A tie-up with the For Dummies brand was the obvious choice to deliver this.
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Vanessa Gardner
Managing Director,
Footprint Communications

Client: BCA Green Mark

Services: Custom Solutions, Digital Products

Solution: Green Offices For Dummies

Green Offices For Dummies

Objective

In the fight against climate change, office buildings make a big impact. Hence there is a need to raise the awareness of occupants and firms on sustainable practices as their behavior will have a direct impact on energy consumption.

Strategy

Environment-conscious firms, who are keen on greening their offices but don't know how, can now refer to tips from the Green Mark for Office Interiors For Dummies. The guidebook is a joint effort between the Building and Construction Authority () and Wiley, publisher of the popular For Dummies series of guidebooks. The special edition 40-page book offers comprehensive information on how offices can go about greening their offices to achieve the Green Mark for Office Interior certification. The guide contains useful information on the assessment criteria, requirements, as well as certification process.

Results

The Green Mark for Office Interiors For Dummies is an educational tool in creating stronger user awareness. The guidebook serves to share with users the benefits of greening their offices, and equip them with the know-how to go green.

Everyone has a role to play in saving Mother Earth, and awareness is key in helping us realize this goal. As such, is constantly on the lookout for new engagement platforms to educate the public and urge them to join us in our green building efforts. The Green Mark for Office Interiors For Dummies is one such avenue that will complement the wide range of outreach activities we have. I hope that the guidebook will be able to inspire more to come on board the Green Mark for Office Interiors scheme.
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Dr. John Keung
Chief Executive Officer

Client: Carlisle Technology

Services: Custom Content, Digital Solutions

Solution: Food Traceability For Dummies

Food Traceability For Dummies

Objective

Carlisle's goal for this campaign was to build a piece of high-value content that would position the company as a thought-leader in the market, generate leads, and grow their sales opportunities. They also planned to use sections of the content for social media, in order to present a compelling and engaging message through various social channels.

Strategy

The Carlisle marketing team and the For Dummies custom publishing team partnered together to create a small trim print and e-book, Food Traceability For Dummies. Registration for the e-book was advertised via social media, Carlisle's website, traditional email marketing blasts and email signatures, and through ads on industry news websites. The print book was distributed at tradeshows, industry organization events, speaking events, and used as a sales leave-behind tool.

Results

This promotion was so successful that Carlisle is considering a 2nd Edition. The book has generated close to 500 leads, of which Carlisle has deemed approximately 100 to be high-quality leads. With the increase of qualified leads, Carlisle has hired an additional sales resource.

With the goal of establishing Carlisle as a thought-leader in the market, Carlisle has achieved the following successes:

  • Highlighted as the top contributor in various LinkedIn food safety groups based on group participation and feedback on the book and topic.
  • Asked to speak at various industry events on the topic.
  • Invited and participated in an industry related press conference in Las Vegas.
  • Organized and hosted a local traceability event that was well attended.

The customer was so pleased with the results that they recommended the For Dummies brand to a non-competing vendor, who has already begun a similar project with Wiley.

Client: Coca-Cola

Services: Custom Solutions

Solution: Happiness For Dummies, Refreshed by Coca-Cola

Happiness For Dummies, Refreshed by Coca-Cola

Objective

Coca-Cola has been bringing smiles to people's faces since 1886. It takes happiness very seriously and even has a Happiness Institute in Spain. According to research conducted by the Institute, Coca-Cola is the brand most associated with happiness. So to continue to provide simple moments of pleasure, Coca-Cola teamed up with Wiley to create Happiness For Dummies, Refreshed by Coca-Cola.

Strategy

Happiness For Dummies, Refreshed by Coca-Cola is an excerpt from Wiley's Happiness For Dummies by W. Doyle Gentry, with additional content from Coca-Cola's own formulas for happiness. The book was launched across Southeast Asia to celebrate Coca-Cola's birthday.

Results

"In an increasingly digital world, a big challenge is how to drive the message through for some of the most important topics," said Shakir Moin, Marketing Director Coca-Cola ASEAN. "While our lives are linked to a new world of bits and bytes, sometimes doing things the traditional way…the simpler way can prove more effective.

Our partnership with For Dummies helped bring the idea of HAPPINESS to our key stakeholders, employees and consumers by placing it right into their hands. It's very reassuring to see how people still react so favorably to simple content that they can read and digest with speed, and also perhaps share with others. Happiness For Dummies helped Coca-Cola bring happiness to more people.
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Shakir Moin
Marketing Director,
Coca-Cola, ASEAN

Client: Google UK

Services: Custom Solutions, Digital Products

Solution: Connecting People Using Google For Dummies

Connecting People Using Google For Dummies

Objective

To promote the effectiveness of Google AdWords to the SME community, with an educational marketing tool that created a full understanding of the product.

Strategy

The For Dummies team worked closely with Google and created a clear and concise guide that included a "money off" promotion to drive traffic to a feel trial of Google AdWords.

A 'free for every reader' promotion was implemented with The Mail on Saturday and Growing Business magazine.

In addition, a micro-site was created for a digital download of Connecting People Using Google For Dummies. Traffic was driven by working closely with Google, and a mobile text company supplied codes for access to the e-book.

The For Dummies guide allowed Google to tap an audience and educate them in an exciting new way. The respect that our target audience has for the Dummies brand helped to ensure a successful campaign.
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Lee Hunter
Head of Advertiser Acquisition Marketing,
Google UK and Ireland

Client: Green Project

Services: Brand Licensing

Solution: Inkjet Cartridges For Dummies

Ink For Dummies

Objective

Using the For Dummies brand, Green Project wanted to make printing easier, cheaper, more eco-friendly. Further, they wanted to give the recycled ink cartridge business more retail presence and provide greater customer support for ink cartridge consumers.

Strategy

The For Dummies team worked closely with Green Project to develop a For Dummies-branded recycled ink cartridge line that includes a full range of support for consumers. The For Dummies team worked closely with Green Project to develop a For Dummies-branded recycled ink cartridge line that includes a full range of support for consumers.

Results

The For Dummies-branded recycled ink-cartridge line was officially launched in July at the 2011 Recharger World Expo in Las Vegas and Ink For Dummies won the Best New Product Award.

For Dummies is a world-class brand and is a perfect fit for DIY technical products. It's recognizable, credible, and consumers around the world trust it for quality and customer support. We want consumers to think of remanufactured ink and toner cartridges and think 'easy, reliable, and credible' and the For Dummies line of products is going to carry that experience and help get the message across.
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Joseph Wu
President,
Green Project, Inc.

Client: IP Academy

Services: Custom Content

Solution: Essentials of Intellectual Property For Dummies

Objective

The IP Academy (Singapore) is a national initiative dedicated to the deepening and broadening of Singapore's knowledge and capabilities in IP protection, exploitation and management. IP Academy (Singapore) offers programs that enable participants to keep abreast of the latest developments in the ever-changing global IP landscape. Through its extensive international networks with other leading IP institutions, professional bodies and industry partners, the IP Academy (Singapore) seeks to enhance the knowledge of IP professionals and businesses, helping them to maximize their human capital.

Strategy

The IP Academy's Essentials of IP For Dummies, a simple, first-step guide to making IP work for businesses, was launched on World IP Day, 26th April 2011, and given to participants who registered for IP Academy's programs. IP Academy's education and training programs are focused to meet different needs and structured to build skills and knowledge from the ground up and IP Academy's Essentials of IP For Dummies is an effective way to build awareness of IP's relevance to different sectors.

The guide effectively highlighted the importance of staying on top of IP within a business, keeping correct records to protect IP, aligning IP with business goals and making the most of a business' IP.

Results

IP Academy's Essentials of IP For Dummies was very well-received by Singapore's business communities. IP Academy expects the interest in Essentials of IP For Dummies will continue as businesses realize the importance of IP in generating income and gaining market share.

Essentials of Intellectual Property For Dummies is a handy resource designed to help businesses gain a quick understanding of the different forms of IP and get started on managing their portfolio of IP to meet business goals.
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Client: M&M Merchandisers/Kona Guitars

Services: Brand Licensing

Solution: Acoustic Guitar For Dummies

Acoustic Guitar For Dummies

Objective

M&M's goal was to gain entry into additional retail channels and grow market share in the introductory guitarist "starter pack" market. At the end-consumer level they sought to reach new audiences by leveraging the recognition of the For Dummies brand.

Strategy

M&M would work with the For Dummies licensing team to develop a new Dummies-branded acoustic guitar starter pack. The features chosen for the pack included a custom-published book with CD, Guitar Basics For Dummies, derived from Wiley's bestseller, Guitar For Dummies. Wiley's Brand Management Editorial Team would provide the editorial and composition services needed to deliver files to a printer in China for bundling within the locally-assembled pack. M&M would launch the new pack at the upcoming North American Music Merchandisers (NAMM) convention in Anaheim, California, and roll it out through online retail channels before hitting brick and mortars.

Results

The pack initially shipped in late August 2006 with very limited distribution for the holiday season. Its first full holiday season was in 2007 (shipped in August) with the addition of Electric Guitar Starter Pack For Dummies. In 2008, we secured broader distribution, sales were trebled and the entire inventory sold out. The acoustic pack was the #1 selling guitar on Target.com and #3 on Amazon.com during the holiday season in 2008. Based on the success of the first two packs, we introduced Electric Bass Starter Pack For Dummies in 2009. Acoustic Guitar Starter Pack For Dummies remained the #1 selling entry-level guitar on Amazon.com throughout most of 2009. In September 2011, the range expanded to include Violin Pack For Dummies, Ukulele Pack For Dummies, and Harmonica Pack For Dummies.

M&M's Kona instruments are in the hands of more consumers than ever before thanks to the effectiveness of the For Dummies brand license program. We are opening new accounts as well as new markets outside the US thanks to For Dummies global reach. What started with the Acoustic Guitar Pack For Dummies in 2006, is today a complete line of For Dummies instrument packs that reach new customers and through existing and new channels around the world.
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Marty Stenzler, CEO &
Chuck Franklin, COO
M&M Music

Client: Maylong

Services: Brand Licensing

Solution: GPS Navigation For Dummies

GPS Navigation For Dummies

Objective

Maylong's goal was to gain entry into a crowded retail GPS market with a differentiated product offering.

Strategy

M&M would work with the For Dummies licensing team to develop a new Dummies-branded GPS navigation product. Wiley's Creative Services and Brand Management Editorial Team would provide the expertise to integrate the Dummies brand look and feel into the navigation experience. Maylong would launch the new GPS on the Home Shopping Network and open online and bricks and mortar accounts based on this performance. A dedicated website, gpsnavigationfordummies.com, provides tech support and downloadable manuals.

Results

The GPS Navigation For Dummies PND debuted on HSN on November 10, 2007. It proved an instant success, selling thousands of units the initial weekend at $289.99. The GPS continued to sell strongly on hsn.com even after the airings, and HSN subsequently invited Maylong back for additional broadcasts. On the strength of the HSM success, Maylong got the product placed at CVS's 6,000-plus chain of drugstores for a June 2008 Father's Day discounted promotion. Sales were so strong, CVS brought the product back in for Black Friday and holiday season promotion. Outside the US, Dummies recognition has allowed Maylong to introduce products in Mexico and Australia.

Our GPS Navigation For Dummies PND provides the easy-to-use experience one expects from Dummies, and they have responded accordingly.
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David Valade
President,
Maylong Group

Client: Salsa Labs

Services: Custom Content, Digital Solutions

Solution: The Essential Guide To Nonprofits Social Media
The Essential Guide To End-Of-Year Fundraising for Nonprofits
The Essential Guide To Online Advocacy for Nonprofits
The Essential Guide To Growing Your Online Support for Nonprofits

The Essential Guide To Online Advocacy for Nonprofits

Objective

Salsa Lab's main goal was to generate qualified leads. They also wanted to use identified excerpted pieces of the content in social media outreach in order to create interest and engage more with customers.

Strategy

The Salsa Labs marketing team and the For Dummies custom publishing team partnered together to create four small trim print and e-books based on For Dummies content but white labeled. The e-books were advertised via social media, email blasts, and web banners and required registration prior to downloading content. The print books were distributed at events as giveaways.

Results

Salsa Labs found the white labeled, For Dummies content to be their best performing giveaway at events, reporting that many customers return for additional copies. 25% of e-book downloads were used within the first three months, resulting in an estimated 600-800 leads.

Salsa Labs reports customer reaction to be incredibly favorable and has additional titles planned for the series.

Client: Simplicity Pattern Company

Services: Brand Licensing

Solution: Sewing Patterns For Dummies

Sewing Patterns For Dummies

Objective

Simplicity's goal was to grow market share in the sewing pattern category, targeting novice consumers, and building on their mission of "Creativity made simple." At the end-consumer level, they sought to reach new audiences by leveraging the recognition of the For Dummies brand.

Strategy

Simplicity would work with the For Dummies licensing team to develop a new line of Dummies-branded sewing patterns including designs for apparel, home decorating, window treatments, crafts and costumes. The patterns featured Dummies instructions, icons and tips built into the design with the pattern, fabric, cutting and sewing information. Wiley's Creative Services and Brand Management Editorial Teams would provide the expertise to integrate Dummies instructions and brand look and feel into the patterns. Simplicity would launch the new line with national retailers and in their catalogs.

Results

The first dozen patterns initially shipped in April 2001 with distribution at one national chain and two regional craft chains. More patterns were added each quarter, and broad distribution was secured in 2002 at Walmart, JoAnn's and other accounts. Simplicity gained market share on the category market leader, secured incremental placement in 400+ Walmart stores with spinner racks dedicated to the For Dummies pattern, and increased business at JoAnn's Fabrics when that account chose the For Dummies patterns for use in their "Sewing 101" classes.

Working with the Dummies brand licensing program has helped us reach new customers, increase our market share, and has grown our business in the U.S. and a half dozen markets outside the U.S. We developed a new product line that has delivered fantastic results for over eight years.
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Judy Raymond
Simplicity