Brandspiration – The Story of the Gap Stick and an Award Winner

This is the story about a great speaker, a simple but funny product and the idea of a Ventana Award winning company which does “Brandspiration”.

When I invited Dale Denham, CIO from Geiger to speak on his at Informatica World this year, I was not sure what I will get. I only knew that Dale is known as an entertaining speaker. What could we expect from a person who, calls himself “the selling CIO”?

And Dale delivered. He opened his session “How product information in ecommerce improved Geiger’s ability to promote and sell promotional products” with a video.

What I liked about it was: It is a simple product, addressing a everyday problem, everybody knows. And this is the business of Geiger & Crestline, two brands in one company which sell promotional products to help companies inspire with their brand. They call is “Brandspiration”.

What this has to do with PIM?

Well the business need for Geiger was to sell 100,000s of products more efficient. Which includes update products faster and more accurately and add more products. But also Geiger was planning to

  • Eliminate reliance on ERP
  • Launch new web properties
  • Improve SEO
  • Centralize product management & control
  • Standardize business processes & workflows
  • Produce print catalog more faster

Before working with Informatica PIM it took a week to launch a new product. And Geiger/ Crestline has a complex price management for bundles, brands, packages and more under their two own brands for two different target groups: low price products with aggressive pricing and more high quality promotional products.

Business Outcomes

With PIM the product entry time could be reduced by about an hour. Geiger achieved 25% time saving for catalog creation and implemented PIM in about six months. (btw with the integrator “Ideosity“.) Another fact which made me proud on our offering was, that Dale told me his company was able to upgrade on the latest PIM version within hours.

“PIM has allowed us to be more proactive Instead of being handcuffed to a system that made us reactive. A great invest for this company. I can’t believe we survived for as long as we did without this software.” 
Dale Denham, CIO

Whatch the video of Dale and how his company Geiger realizes Brandspiration with Informatica PIM. Did you know, Geiger is a proud winner of the Ventana Research Innovation Award for their PIM initiative?

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