Don’t call her anymore Masterbox. Founded in September 2018 by Vincent Naigeon, the platform specializing in gift boxes for craft products is now called Ici Present.
The old brand no longer reflected all of the activities of the Isère company which also offers classic online sales and event sales, such as a digital Christmas market. “We also no longer wanted to be assimilated into the plethora of gift boxes, which are increasingly criticized,” underlines the Grenoble leader. Finally, the name of Masterbox in no way evoked the DNA of the marketplace: Made in France with 450 referenced craftsmen.
Rely on the customer community
Rather than using a branding agency, the SME that carries out a turnover of 3.5 million euros with 15 employees, relied on the public to find its new name. The cost of an agency, between 3,000 and 50,000 euros depending on the various quotes received, is not at the origin of this choice.
Since 2020, the company has relied on a community of loyal consumers to improve the offer, optimize the operation of the platform and interact with French artisans. A proven collaborative strategy. “It was therefore logical to ask this community of 3,000 people who are familiar with our approach to suggest new names,” says Vincent Naigeon, who then extended the consultation to the general public via the Web and social networks.
An operation at 5,000 euros
In five weeks, 6,615 proposals were formulated by the audience. The team then made a first selection. Trademarks already registered with the INPI or whose domain names were not available have fallen by the wayside. Exit also names including the hated term of “box”.
On arrival, three “finalists” were put to the public vote: Ici Present, C’est bien Fond and Quelle Adresse. And it is the first one who won the majority of the votes. During this voting phase, which lasted from mid-April to mid-May 2021, the three names have been registered in order to secure the choice. Overall, the operation cost only 5,000 euros including these trademark registrations and the one-year subscription of products, offered to one of the voters drawn at random. “It was necessary to create an incentive device to obtain a maximum of votes”, details Vincent Naigeon.
Influencers to spread the new brand
Initially, the old and the new brand coexisted on the platform before the second completely took precedence on September 1. Throughout the fall, the gift box company carries out a communication campaign via social networks, relying in particular on several influencers. A crucial period: 70% of turnover is in fact made in the last quarter, during which the end-of-year celebrations take place. At this stage, the platform hopes to impose Here Present. And forget about Masterbox.
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