Challenge:
The world's largest manufacturer of industrial and commercial water pumps wanted to make a major promotional splash for the introduction of its huge (one ton) VSX industrial pump. A multifaceted campaign was created using ads, direct mail and online promotions, but they wanted PR to lead the way in creating brand awareness and credibility for the uniqueness of the pump, with major stories in key trade magazines prior to the pump hitting the market in January 2006. The challenge was getting trade magazines and end-users excited about a new pump instead of treating it as just another new product in the magazines' "New Product Sections."

Solution:
Working closely with our client, H+A:

• Identified four "industry firsts" offered on the Pump, including the first wireless pump
• Created a memorable branding theme - "Revolution X" - that could be used in all promotional materials
• Crafted a Press Kit featuring articles ranging from the customer research process to the Wi-Fi process
• Organized a Press Luncheon at Chicago's famous Pump Room restaurant in September where editors from around the country could test-drive the huge pumps and meet with the engineers and designers
• Hosted a champagne toast that featured a Power Point Presentation from the pump designers
• Each of the editors representing the key trade magazines received a beautiful platinum pen with a built-in memory stick containing the presentation, a split of Pump Room champagne, Belgian chocolates, and the Press Kit
• Follow-up meetings were scheduled with each editorial staff at an upcoming trade show
• E-briefings on the product's official introduction were sent to editors on a regular basis

Results:
Major full-page articles and prominent product placements on the uniqueness and "industry first" features of the new VSX pump began appearing in the November and December issues of all the key publications. These articles created a "buzz" and anticipation for the pump among customers, distributors and other industry influentials weeks before the product was officially announced. Copies of these articles were reproduced and used as marketing tools for the sales team and sent electronically to key customers as a special "preview".

© H+A International, Inc. 2010