Posts Tagged ‘domino’

The Filofax Beauty Gift Pack

Tuesday, December 29th, 2009

Just before Christmas the Filofax team let me have a look at their latest addition to their range – the Filofax Beauty Gift Pack.

Following on from their first adventures in ‘bundling’ with the Lifestyle Packs, I wondered if they would continue this line of thinking and create more appropriate bundles. The Beauty Gift pack is the next step.

Sporting a personal sized Domino Filofax; a filofax page sized mirror, and a ‘James Bond’ pen with a perfume atomiser hidden in the cap for a quick spray during the day; it’s clear that this pack is aimed at a certain segment of the population.

There’s nothing wrong in this approach, and to be honest I think that’ it’s 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’s.

The key to the marketing of the Gift Pack is the enclosed voucher for a beauty Session at various locations around the UK. I’m going to pass this on to someone else, partly because I don’t think a beauty session would make a dent on me. It’s also not supplied by Filofax themselves, so they’ve little control over the final product (but they have put their name to it, so it does count).

Again it’s 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.

Of course the core product is one I’m familiar with – a Filofax – 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.

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’m looking forward to finding out.

Filofax Gift Box Filofax in the UK are currently offering the pack for just £30, and their end of year sale has a store wide discount of up to 30% on other goods.

Cross posted from The Daily Dust

Looking at the Family Lifestyle Filofax Pack

Wednesday, August 26th, 2009

Regular readers will know that I’m a big user of my Filofax, and while it’s great for day to day stuff and some basic GTD techniques, it really comes into its own with large events, such as SXSW or the Edinburgh Fringe (and subsequent podcast).

I tend to have half an eye on the Filofax website for new twists and ideas, and while most of the time I just go there for new paper refills and to look at the many new designs of Filofax they keep coming out with, sometimes I stop and go “oh that’s a nice idea.”

One such moment was the recent launch of the Lifestyle Packs; Family, City and Traveller.

The easiest way to describe these packs is they are 250-350 page booster packs for an empty Filofax. With a wide selection of pages and content these are perfect to rejuvenate an older Filofax that the fanatics may have lying around. For the rest of the world it shouldn’t be too difficult to find at least one Filofax you like from the collection.

To cut a long story short, the Filofax PR Team seem to be pretty well switched on to Social media, and a review copy of the Family Lifestyle pack was soon in my hands. I have to say that I’m impressed.

Filofax Family Pack

There’s a wide range of pages, but the core is the 18 month diary (good through till December 2010), which allows entries not just for the owner of the Filofax but for four other family members, and a space for meals and memories to be noted down. Very ncie, and a good way to keep track of everyone’s appointments and dates.

The rest of the pages are made up of specialist pages, mostly newly created for the lifestyle packs. Alongside more traditional pages for addresses, budgeting and shopping lists there are pages for Babysitters (to have relevant information, and to make sure you don’t forget to mention anything), school contact details, party planning pages, holiday travel itineraries, and a bundle more. All very worthwhile and useful in their own way.

I only have two real concerns over this new range of products, and they’re not showstoppers by any stretch. The first is refills. Filofax have one of the greatest ‘razors and blades’ models out there, with a nice initial purchase (of the folder) and then the continuing revenue from the sale of paper refills, diaries, dividers and specialist pages.

As yet there are no refills available for the pages in the lifestyle packs, which seems an oversight. For example, there are only ten pages in the Addresses section, which seems a little bit small for a full household.  While the new design of blue/gray boxes looks smart and swish, the pages available online are the more traditional lined paper/black outlines on white. So if you do go buying refills, they’re not going to match. That might be enough to set the compulsive people off buying.

The second is the perceived cost. Buying just the family pack to refill a personal diary is £17, while buying an A5 family pack with a bundled Domino Filofax is £40. It’s a big ask to make this your first Filofax purchase. The packs are also missing a decent number of dividers (six of them, and some twenty different t

To be honest though I don’t see this as a ‘new to the filofax world’ product. You’d need a lot of confidence that this is what you need, and it takes time to get into a good organiser frame of mind – that’s an area that could be addressed before the Christmas season – essentially these are here for the faithful to bring the family on board, to organise more than one person in a folder, and to bring the same level of order to chaos in many people as they can to one person.

Would I recommend them? To people who already use Filofaxes and need something more that the lifestyle packs offer, then yes. If someone has strayed from the fold and is ready to return, this is a great way to get going again. I think it would be heavy going (but not impossible) for someone completely new to not get daunted by the 300 pages and many sections.

These are the first ‘bundles’ from Filofax, and could well be the start of a new line – in the world of digital I’m still convinced there’s a place for paper, and the lifestyle packs are proof of that I hope Filofax now look at a way to bring people into the fold with some nice and not too scary introductory / primer packs.

The Filofax Lifestyle packs can be found online at www.filofax.co.uk.