It's the nature of the beast. Every product launch brings high expectations. It's completely understandable since significant time and funds have usually been invested during development stages.

And now, at the moment of launch, it's up to marketing and sales to hit a home run, and deliver the big payday!

When a company decides to launch an extensive new line, it's that much more complex, raising the degree of difficulty. And launching a new product line into the wholesale distribution channel comes with its own set of challenges.

So, when Cooper Wiring Devices decided to launch its new Aspire(^R) line of residential electrical lighting controls, everyone involved knew they faced a considerable challenge.

The Cooper marketing team realized that inventory reduction was a hot topic with electrical distributors, and that they lacked lacked motivation to stock such a broad line. Where was the demand for these products?

Convincing electrical distributors to load up on a new premium-priced electrical devices line would not be easy...especially one consisting of some 135 SKUs!

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Action:
As Cooper's Marketing Manager, I completed market research that showed strong interest among residential builders for ‘upgrade’ products that increase home sale margins.

Using this research, I developed a demand creation campaign targeting 22,000 purchasers of lighting products at the 400 largest residential home builders...the giants.

The launch program positioned Aspire as “The Perfect Upgrade” by integrating offers for literature and free product samples in all marketing to big builders. Offers were delivered by trade PR, direct mail, advertising, and two Aspire product websites.

Aspire PR preceded direct mail and trade magazine ads that were precisely targeted to a demographic audience with electrical buying influence at the largest builders. In addition, a product-specific mini-Web site offered product samples to builders, architects, and remodelers.

In addition, a B-to-B telemarketing group handled all requests for Aspire product information and fulfillment of literature and samples. The telemarketers also interviewed all responders to determine interest level and set sales appointments.

Results:
In the first 12 months, over 3,700 targeted executives, managers, and
architects at America’s largest home builders requested Aspire product
samples, sales literature, and/or pricing and availability.

Over 150 appointments were set for sales presentations at big builders.
Key distributors were offered these big builder leads and became stocking distributors for the new line.

Every responder received follow-up telemarketing calls to survey response to the product and to provide local distributor’s name. First year distributor sales exceeded forecast.

By surpassing our first-year goal for signing up partners in the wholesale distribution channel, Cooper was also able to place the Aspire line in more than 1,000 Lowe's big-box retail stores.

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Above: The product launch for Lederle Laboratories' Verelan helped
the cardiovascular drug become a US$100 million brand despite being a 'me-too' product in a crowded market.

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Much of our marketing success is directly linked to our ability to create
potent and highly-effective product demand and launch strategies.

By learning the power of integrating direct response with all aspects of marketing communications -- and by including technical sales in the central marketing strategy -- I have consistently produced outstanding launches while at the same time creating stronger brand identities.

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Ask for our list of past launch programs...

If your organization needs to successfully launch a new product or service, just ask Carazo
Communications to develop a winning strategy...