Encore Software gets new Marketing VP
Navarre Corporation subsidiary Encore Software Inc. has added seasoned business executive Andrew Lelchuk as its new vice president of marketing, according to the company
Lelchuk brings nearly 30 years of experience of corporate management, marketing, licensing, sales, retail, manufacturing and mergers and acquisitions to his new role at the El Segundo, Calif.-based company.
He most recently served as executive VP of sales and marketing at Namco Bandai Games America Inc., where he was responsible for all aspects of the company’s sales and marketing initiatives. He also led its efforts to further brand awareness for the company’s licensed, cornerstone and original properties.
Before Namco Bandai Games, Lelchuk held the title of senior VP and chief operating officer at Ocean Pacific Apparel Corporation and he has previously served as director of global business development at The Coca-Cola Company. Other corporate expertise includes positions of increasing responsibility at The Walt Disney Company and Ralph Lauren.
Parent company Navarre Corporation publishes and distributes computer software, home entertainment media and related products. Its Encore subsidiary is a leading retail software publisher.
Encore’s titles fall under a broad range of utility, entertainment, education and productivity categories, with brands like Hoyle; Fun & Skills; Advantage; Wheel of Fortune and the Broderbund family of brands including Mavis Beacon Teaches Typing.
Lelchuk’s short-term goals with Encore Software
will be to shore up its messaging to consumers in an effort to support its aggressive momentum heading toward the holiday sales period, he told DailyVista.
“There is a tremendous amount of noise/clutter in the space right now, and we can be more effective in reaching our consumer,” he added. “Long-term, we are developing business and marketing strategies that will extend our key brands like Broderbund, Advantage, Hoyle and Mavis Beacon in this ever-changing marketplace.”
The media mix to support Lelchuk’s goals will include print and online advertising in addition to public relations outreach.
“We have a diverse consumer base so different methods are more effective than others in reaching our target,” he said. “We spend an enormous amount on B-to-B, yet at the end of the day, we need to make sure that our messages are still grabbing consumers at point-of-sale.”
Therein lies his purpose in this new capacity – to continue the brand messaging in-store while also actively looking for effective methods of making that happen at the retail level. Some of these initiatives require additional nontraditional marketing as well.
“The common mistake that companies and brands make is when they insist that they need to play in the social network and social media space,” Lelchuk said. “The truth is, it isn’t important or relevant for every brand.”
Encore in particular uses social networks where its customers congregate so that the company can learn from and engage in meaningful dialogue with them about Encore’s brands and products.
“Different products clearly have different target consumers,” he said. “In some cases we are working to narrow our focus in certain consumer groups and in other cases, expand our reach. Again, our goal is to make product easily accessible to all consumers.”
Our source said that Encore is currently contracting external agencies on a project basis – including its publicity firm Rushing PR out of Los Angeles – but Lelchuk said that his goal is to seek out “best-in-class” agencies and promotional partners to effectively reach consumers.
Encore Software Inc.
999 N. Sepulveda Blvd.
El Segundo, CA 90245
Vice President, Marketing