Challenge:
For the biggest new product introduction in the 70-year history of the world's leading pump manufacturer, our client wanted to try new techniques for making a huge splash in the marketplace. Traditionally, new industrial pumps don't feature any "revolutionary" new features, so a normal new product rollout campaign consists of ads and direct mail to explain the key benefits to customers. We needed to shake up the industry with a "revolutionary" product in an industry not accustomed to change.

Solution:
Working closely with the client and other consultants for a January 2006 introduction we:

• Created positioning messages that identified a few "industry firsts" that make the pump unique
• Created a branding theme for the VSX Pump called "Revolution X Is Here"
• Introduced the VSX to key trade media at a Champagne Press Lunch at Chicago's Pump Room three months before the official announcement so they could "test-drive" the one ton pumps in person
• Coordinated a series of New Product Sales Meetings in four cities (New York, Chicago, Atlanta and Las Vegas) to introduce the products to the Sales Rep force a month before the launch
• Helped develop the New Product Sales Launch kit that included a Power Point presentation for customers, samples of the full-page ads that would soon run in major trade magazine, a 3-D dimensional postcard showing the three different pump configurations when the card is moved, brochures, specification sheets and an entire line of VSX advertising premiums (pens, shirts, etc.)
• The official launch took place in January 2006 at the industry's major trade show where the booth featured a large 3-D header. Special mailers were sent to key customers inviting them to the booth for a "preview" of this revolutionary new product.
• Key international trade magazine editors who did not attend the Chicago Pump Room Press Conference were also invited for a personal demonstration by the designers
• Key customers were also invited to an exclusive private party the first night of the Trade Show at Chicago's Museum of Science and Industry where the new pumps were on display with other world-class innovations and inventions
• A series of full-page ads, direct mailers and brochures, and e-blasts began in full force after the Show and continued for six months after the introduction

Results:
The industry "buzz" and resulting sales were tremendous. More than a dozen favorable articles appeared in key trade magazines worldwide and together with the ads and direct mail campaign, the VSX pumps were top-of-mind for all the key target audiences.

© H+A International, Inc. 2006