It Has To Be Brilliant (IHTBB) has diversified into the ‘B2C’ personalised cake, card and gift box business with the launch of CakeyMonster.com. Orders placed online in the morning are printed, packaging made and cakes prepared the next day before getting dispatched. This step into cake retailing is part of the on-going transition IHTBB is making away from the print-for-pay market into a new vertical sales model.
“In a competitive and commodity driven market, finding ways to make money from over 30 years of production, creative, marketing and business experience is an opportunity we just have to take,” said MD Simon Tabelin. “We are now totally committed to developing this business model and with more than five other vertical markets in the process of being worked on, there are great changes ahead for us”.
All the new IHTBB solutions are based on utilizing its mix of print, digital, online, CRM, AI, personalised marketing and dedicated vertical market skills. “It’s building these into a fully integrated platform to create sales generating campaigns that is the real challenge,” added strategy director, Tony Kenton. “Our vision is straightforward - rather than try and sell customers what we’re selling, we are looking to sell what our customers are selling. This approach is not as difficult as it might first appear. The reason being is that it does not take a lot of effort to convince customers about the importance of increasing their sales, and given that our model is primarily based upon ‘no win, no fee’ it is a bit of a no-brainer”.
