Crimestoppers brings innovative licensing strategy to BLE Brand Licensing Europe - October 2013

 
High brand awareness and strong reputation will underscore move into security products

Independent crime-fighting charity Crimestoppers is bringing its high brand awareness and strong reputation for helping the police to solve crimes into a new arena: licensing. On stand D065 at Brand Licensing Europe, Crimestoppers, along with independent licensing agency JELC, will introduce its innovative new licensing strategy.

The Crimestoppers licensing strategy has two main objectives. The charity aims to work with trusted, quality licensing partners to supply a wide range of safety and security products under the Crimestoppers brand. However, it also intends to use licensed products to extend to the public the core Crimestoppers messages: peace of mind; and reassurance that Crimestoppers will always be there for them to take information about crime anonymously.

Building on the positive associations of the brand for community protection, Crimestoppers is exploring relationships with potential licensees for the supply of personal safety products and services that offer protection. The opportunities in this field are wide-ranging. Personal, home, property, pet, vehicle and bicycle security are among the many relevant areas. Product categories could include alarms, locks, padlocks, wheel clamps, timers for lighting, personal safes, special apps, sprays and even insurance.

Initial retail outlets are likely to include DIY stores for homeowners and the building trade and garden centres. However, the brand’s longer-term opportunities could extend to supermarkets and high street stores, or indeed any outlet that may stock security items.

The addition of the Crimestoppers name and logo, these products will also raise awareness of what Crimestoppers, in partnership with the public, does to make communities safer. That awareness-raising will be enhanced by including security tips and ideas on product packaging, adding further value to already useful products.

Crimestoppers enjoys an overwhelmingly positive image. This year it celebrated 25 years of operation with an unrivalled reputation for 100 per cent quality of service; it provides total anonymity to callers and, in a quarter of a century, has never let down anyone who has contacted the organisation. Crimestoppers also boasts a staggering 85 per cent brand awareness among the British public, receives nearly two million visitors to its website ever year and has a strong presence across all major media.

There is clearly a major opportunity for Crimestoppers to build on its brand strength, diversify its sources of revenue generation and demonstrate its potential as an enterprising, innovative, not-for-profit organisation and licensing partner. That is the message Crimestoppers will be promoting at BLE on stand D065 where it will be working with respected independent licensing agency JELC, which will be managing the Crimestoppers licensing campaign.

Rodger Holden, Crimestoppers Director of Business Development, says: “The Crimestoppers brand is widely known and admired, with enormous potential in the security products marketplace. We are looking for licensees who not only offer high-quality, reliable products but who also share our strong concern for the welfare of our customers and our desire to raise awareness of crime prevention. If you fit that bill we would be delighted to discuss opportunities with you — before, during and after BLE.”