Challenge:
BEKA, a well-respected German company wants to launch a new line of copper and copper-enhanced cookware in the saturated U.S. housewares market. The company had a 100-plus year tradition in Europe for high quality cookware. BEKA had also retained a celebrity chef, who was very popular in the U.K. but relatively unknown in the U.S., as a spokesperson for the White Heat Collection line.

Solution:
We proposed the introduction focus on the copper aspect so that potential retailers and media would associate BEKA as the new standard in copper cookware. We recommended a multi-tiered direct mail campaign that included mailing copper themed desk premiums with invitations to events at the trade show they participated in: one as a preview to the U.S. launch at a trade show one month prior to the U.S. trade show. The U.S. trade show included mailing an invitation to two in-booth receptions for the buyers and the media (a 200 copper premium item, a 25 sample copper pot mailing, and an 1800 direct mail invitation to specialty retail buyers). We also recommended the company give away copper timers as a premium item at their booth at the show. We recommended they have students from the local culinary school demonstrate cooking specialty dishes with the cookware at the booth. We sent media advisories out to the key media and performed extensive follow up, with most of them making the mental connection between BEKA and the copper piece they received in the mailing. Because this was the client's first time exhibiting in the U.S. market, we served as logistics managers for their on-site receptions and booth demonstrations, which involved juggling many details and deadlines.

Results:
In total, more than 20 trade and consumer media visited the booth eager to learn about the new products. The booth was positioned in an obscure part of the exhibit hall and those who visited mentioned they were driven to the booth by the mailings or press information they received. The client did no advertising and relied strictly on public relations and direct mail to achieve success for their launch. As a result of these visits, several articles appeared with glowing reviews about the copper line.

© H+A International, Inc. 2006