New Product Introduction

Industry: Factory Automation

Objectives: Develop awareness, credibility and inquiries for a new factory floor to enterprise data communications module.

Strategies and Tactics:

• Create communications infrastructure:

  • Creative theme and message development
  • Web site
  • Print on-demand sales literature
  • Tradeshow graphics

• Develop Awareness and Inquiries:

  • Advertisements in leading trade publications.
  • Negotiate an average of 20% savings from rate card rates
  • Monthly news releases to reach all publications, web sites and industry news portals

• Create Credibility:

  • Visits with influential trade press editors
  • Work with editors to develop feature articles
  • Editor visits at industry events

Results:

• Monthly unique visitors to web site: 300 to 600

• 600 sales leads received at a single trade show

• Nominations for several industry-specific product of the year awards

• Over 100 public relations articles worth four times the public relations investment in equivalent advertising space