Click here to learn how we standardized global product launch architecture. Delivered most successful product launch in company history.

We led marketing for an $81 million division of an original equipment manufacturer, which included eight premium brands in the broadcast, film and live event industry. We joined the division during a downtrend. The marketing division had gone through a series of leadership changes and had made product and marketing missteps.  As a result, the company’s once premium brands had a decrease in sales, content and media coverage.

We conducted a thorough analysis of the brands. Based on this analysis, we created and implemented a marketing and communications strategy. Part of this strategy included:

• Getting closer to the audience and understanding their wants, needs and the sites they visited
• Develop brand ambassadors
• Standardize product launches and trade show strategy
• Leverage earned media to raise brand awareness
• Leverage social media
• Supplement earned and owned media efforts with strategically placed paid media
• Eliminate unnecessary extraneous costs, including external PR agencies

We collaborated with each brand’s product manager and graphic designers to help implement this strategy.

As a result, we were able to:

• Helped grow sales by 19% in the first year
• Increased global media coverage by 400%
• Implemented a new social media platform, Instagram, and grow audiences by 28x in just 6 months
• Generated 1000 pieces of user-generated content
• Conducted sales programs through channel partners and group sales
• Earned 11 industry awards

Here are some examples of the work we did. We conceptualized and delivered this launch after standardizing how products should be launched to help drive sales. For this particular product, the risk was higher because the shape of the tripod was different and we needed to create market acceptance right away. We delivered a complete launch concept from a press day in the UK, messaging, training of sales personnel, point of sale assets and this launch video which showcased the unique value of the technology. We even bought our trusty videographer a new jacket to help him standout against the beautiful Icelandic landscape! No detail is too small when you are launching a product.

And this is an example of a launch film for a larger campaign of a co-branded product which sold out upon launch. It becomes easier to innovate when you standardize certain parts of the launch concept.