Bringing Out the Best in Brands

Want to accelerate your sales? Think Highlands.

Sales growth for progressive manufacturers and brands.

At Highlands, we help you grow sales into existing and new markets. Our expertise lies in getting your products into the hands of consumers, quickly, cost effectively and ahead of your competitors.  We want to be your partner from beginning to end, and to the next beginning.

We are a 'rep group' but our business has grown beyond just that.  We are not like any other agency you know of.  Not only will we help you build a fully integrated strategic sales and marketing plan, but we will execute it for you, also.

With help from Highlands, clients have access to a wide range of services, from sales representation, e-Commerce management, strategic planning, digital and traditional marketing to selling into some of the world's largest and best distributors and retailers.

Supporting your brand to maximize sales.



Whether its design or production, digital or print, Highlands can help.  Our in-depth knowledge of e-commerce and catalog owners' requirements makes us experts in content creation too. We ensure your work is 'on brand', 'on time' and 'on budget'.
Let us develop and manage your strategic blueprint alongside you.  Our REPEAT methodology helps navigate the journey, deliver against expectations and ensures there's a process for continual improvement
Highlands has highly skilled and experienced sales people who will maximize the presence of your brand with key resellers and help grow your sales.

Supporting your brand to maximize sales.

Our team have trusted relationships with all the largest accounts means that Highlands can get your products listed quickly and build plans to accelerate sales.
Highlands brings you a trusted and personalized eCommerce strategy to complement your traditional routes to market, growing your digital presence and online sales.
Our great team ensures we deliver on our promises.  Full content management, content creation, re-purposing of collateral and driving promotional activity are just part of what our team helps with.

google banner

Optimizing SEO using Google

December 18, 2017

As 2018 approaches, it’s no secret that even your Grandfather knows how to Google search, be it bunco rules or Velcro strapped Reeboks. When it comes to buying a product or service, most of us perform a Google search. Often, I perform a Google search to check product reviews and compare prices between different online selling portals (Amazon, Target, Walmart, etc.).

Consumers may not be familiar with the channel they end up buying the product from, but they know they’re on the hunt for the best product at the most competitive price. With the amount of results a Google search can provide, it’s important that your website appears when a consumer searches for whatever product or service they need.

Many studies show that customers start the online search on a particular website but they end up buying from an alternative. This alternative website may not have been available or known to them when they started their hunt. This relays the fact that it is very important to increase your product visibility on multiple websites. 

Trend of Online shopping (source: bigcommerce)
51% of Americans prefer online shopping
96% of Americans who have internet access have shopped online
67% of Millennials prefer online shopping
95% of Americans shop online yearly
80% of Americans shop online monthly
30% of Americans shop online weekly
5% of Americans shop online daily

Statistics show that 54.5% online marketing is done through Google. 

Optimum ways to make Google work for you:

- Product Feed: Keep it updated. The products should be ready for pick up or shipping.
- Product Details: Maintain accuracy with respect to the product specifications. If Google finds these to be inaccurate, the product may not be listed long enough to catch anyone’s attention.
- Keywords: When seeking to purchase a product, the general population searches using few words, such as: name of the product, description of the product, weight, size, color, etc. These are the keywords. Be sure to use them in the product listing. This will increase the likelihood of your item showing up in the search.
- Images: The image within a listing plays a key role. It should be catchy and the customer should be attracted to click on it. Hire a professional photographer. Save your images using key words relevant to your product or service.
- Mobile Friendly: Make your website mobile friendly and get the customer to the desired page with minimal clicks. Little to no time lapse increases the chance of customer return. 

Today, there are many tools which will provide the information about an audience and what exactly they are looking for. Keep an eye on this data as it will provide you the impressions, click rates and information about the competitors. We suggest enhancing your product and website according to the trends. Google shopping is also offering local market inventory. You can sell to customers closer to your vicinity and also provide home delivery. 

In addition, Google is constantly updating itself to reach more customers. Think less, trust us, and get your products a space within Google shopping. Don’t forget, “the best place to hide a dead body is page 2 of Google search results.”


IDEAL shredder

EOPA 2018 shortlist reveals two IDEAL shredder videos as nominees for “Video of the Year” award.

December 15, 2017

The EOPA (European Office Products Awards) 2018 shortlist has been revealed, and among the shortlist, IDEAL has two videos eligible for “Video of the Year” category. Highlands produced these videos for Krug & Priester’s IDEAL shredders. The videos highlight the simplicity and quality of the shredders.

Senior executives gathered last Thursday for the EOPA judge’s meeting. Judges are composed of industry experts, who spent the day condensing a record number of nominees into the 2018 EOPA shortlist. 

For the past 17 years, EOPA has been established as the ultimate distinction for businesses that operate in Europe. It’s a way of celebrating outstanding individuals and companies from the office/business supplies sector. The award ceremony will be held on March 6, 2018 

“We were really excited when asked by the team at Krug & Priester to produce videos that presented key benefits of their products but in an interesting and engaging way.  Shredders is a very well-established category and it’s challenging to come up with innovative ways of telling stories to prospective clients.  The videos are really impactful and it’s great to be recognized by the European Office Products Awards committee and be shortlisted for Video of the Year.  The shortlist has other great videos from great companies so we’re honoured to be bracketed with them and, you never know, we might just win,” Says Gordon Christiansen, C.O.O. and SVP, Marketing at Highlands.

Below are the links for the IDEAL shredder product videos, which have been nominated for video of the year award. 

For over 55 years, Highlands has delivered greater sales for clients by providing the most effective and efficient brand advocacy programs. Today, Highlands serves its clients in the United States, Europe and Canada, supporting manufacturers and brands in the B2B, B2C, and eTail marketplaces.  

integrated model

Integrated Digital Marketing & eCommerce

December 4, 2017

You’ve spent thorough time sorting out your Amazon strategy.  Great, well done.  That means your eComm strategy is set, right?  Well, maybe not.  Amazon, whilst being important, is only part of the journey.  In this blog, we’ll scope this out a bit further and give you food for thought about a more holistic approach. 

In a recent review, (source: Business Insider) 56% of US, German, UK and French shoppers prefer Amazon as a point to search for the product. Customers go to Google to search for a product but still, Amazon enjoys loyalty from customers. In the US, 36% check Facebook reviews or Facebook advertisements for buying a product. Blogs, Bing, Instagram, Twitter, Pinterest and blogs are the other sources for a product search but not a big number.

first stop- amazon

The survey says:
- 22% say that “if they find a product suitable on Amazon, consumers do not look at other sources.” 
- 51% say that “though there is information on other websites, they prefer Amazon to explore alternative ideas, compare product features, prices and get more information.” 

Below is another survey conducted in Q1 of 2017 (source: Business Insider). This survey reveals that Amazon is the first stop in the marketplaces where customers stop to purchase.  
first stop- amazon

The chart clearly explains Amazon as the first choice to search for buying a product. Amazon not only enjoys loyalty from the customers, but it’s also the place where customers can get enough information about the product that they’re able to make an informed purchase decision. 

So, this confirms the importance of Amazon today: highly important but certainly not the whole story.

Let’s look at the ecosphere available to you.  Amazon, E-Bay, Google, Facebook, Twitter, Instagram, Snapchat, reseller sites, retailer sites, your own site - they can all reach the customer. Some will sell your product, some will generate interest or even leads.  But how do you choose the correct platform for your business and how do you maximize sales?  It’s not an easy decision to make, however, it is easy to invest incorrectly.

Take a very common scenario: you’ve built a great website and now all you need is to gain traffic.  You’ll invest in SEO.  You’ll invest in PPC campaigns.  However, the channel strategy doesn’t allow you to sell direct so you’re gaining interest but don’t know if you’re generating sales.  One idea might be to partner with a tech-savvy organization called Commerce Connector, which creatively connects your brand with loyal and committed retailers and e-tailers. Commerce Connector can also be imbedded into your social media feeds. 

Social media can be a minefield. Which works best? What does success look like? Do re-Tweets help sell more product?  Do ‘Likes’ improve your bottom-line?  Well, maybe.  Having brands that consumers genuinely engage with on social media platforms is more than half the battle.  Do you have that kind of brand?  If you do, then Facebook, Twitter, Instagram and Snapchat may really help.  They have a multitude of success stories. 

B2B brands struggle with the kind of emotional attachment to really make social media pay dividends.  That said, there are plenty of success stories on LinkedIn and, to a lesser extent, Twitter.  

If you’re a retailer, the metrics are straight forward; footfall, conversion and average transaction value.  It’s no different online.  What is different is how you get people into your “store” (wherever that may be) and the techniques you’ll need to maximize conversion and value.

The first step to a successful online strategy is to truly understand who your customer is and how they will find you.  Then, work out ways to get their attention and move them toward a sales funnel.  My guess is that one solution will not be enough.  Choose wisely!


Highlands to Represent XP Distribution and OttLite in the Office and Stationery Markets

November 30, 2017

Highlands, the multinational sales and marketing services agency, has announced they will be representing XP Distribution, the exclusive European distributor of OttLite, an innovative LED light technology brand from the US.  Highlands will be managing sales of OttLite’s new Wellness and Workwell ranges into the specialist office and stationery markets.


For over 25 years, OttLite has focused on developing natural daylight lighting for home, office and business.  OttLite’s expertly engineered natural daylight lighting helps people see more clearly and comfortably.  Their range of lamps delivers high colour accuracy and greatly reduces eye fatigue when compared to competitive lighting brands, and is popular in the office, home and craft market.


Highlands will begin representing XP Distribution by optimising their channel presence in the office market, with OttLite’s Wellness and Workwell ranges. Scientifically developed by OttLite Technologies Inc., OttLite has created an exclusive, proprietary LED formulation that delivers the closest thing to natural daylight available indoors, and helps reduce eyestrain by 51%.    


With a score of 95 out of 100 on the Color Rendering Index, the OttLite Workwell and Wellness ranges are the best on the market, with the average LED scoring 83.


“We look forward to working with Highlands, a company with a great track record in representing manufacturers of all types. We trust in their ability to introduce the highly innovative OttLite Workwell and Wellness ranges to new channels, and look forward to a long, successful relationship”, says Managing Director of XP Distribution, Geoffrey Clements.


Jade Wilson, MD at Highlands commented, “The OttLite technology fits clearly within the channel focus areas, offering a differentiated exclusive technology that focuses on health, wellness and wellbeing. We’re proud to represent XP Distribution and OttLite in the office and stationery markets.”



About XP Distribution
XP Distribution is a leading pan-European distributor of hardware, accessories and lighting products. XP Distribution offers a range of internationally renowned brands, a multi-lingual account management team, a group of highly qualified technical support specialists and a distribution network servicing Europe, the Middle East and Africa.


About Highlands

For over 55 years, Highlands has delivered greater sales for clients by providing the most effective and efficient brand advocacy programs. Today, Highlands serves its clients in the United States, Europe and Canada, supporting manufacturers and brands in the B2B, B2C, and eTail marketplaces. 





Kayla Townsend

Marketing Assistant

[email protected]