Case Study for New Product Introduction at Industry Trade Show

Harting Inc. of North America chose Marcus to develop a trade show promotion to introduce a series of new products at a key industry trade show.

There was a short window of opportunity before the actual show.

The Plan

Rather than a traditional trade show promotion, we proposed a cost effective, integrated new products introduction plan using the Electronica show as "the kickoff". An overall theme was developed to build around their marketing position that Harting is your single source. All plan elements incorporated this theme.

Knowing our time span was short we needed to work with Harting to make the appropriate decisions quickly as well as coordinating approvals from the parent company in Germany.

We suggested having a pre-show breakfast for the editors covering this market on the second day of the show at the booth. The President of the Company would make a speech about the new technologies.

The following marketing communications elements were recommended and implemented:

• Public Relations
  • PR/editor contact starting immediately using a list we developed from print and online media sources. The purpose of the contact was to verify the appropriate media contact and invite her/him to the breakfast. This was sent to the editors of the magazines covering this industry.
  • An electronic press kit in CD format was created to add excitement about the Harting Company and the new products. Materials included: a 15–20 product animation to set the stage, company backgrounder, product press releases and photos, the ad and music. The CD was packaged in a jewel case with a dynamic cover and sent via Federal Express to guarantee next day delivery to the target media.
• Pre-show Ad and Mailer, and Show Promotion
  • A jumbo sized, full color postcard/announcement was sent to their list of customers and prospects, and pre-show registered attendees.
  • A full page, full color trade ad was developed for show dailies and appropriate industry trade media. The ad was laminated and displayed in the trade show booth and copies were included in the press package.
  • The show promotion included giveaways. The pre-show mailer invited attendees to come to the booth to register for a grand prize.
  • A button was developed for Harting Inc. of North America's web site home page. The button link would access the new product introduction materials.

Results

Our plan elements created the "appropriate buzz" to help Harting reach its 2004 goals and provide a strong return on investment. The breakfast was well attended and the editorial coverage was excellent. An ongoing public relations program coupled with media advertising continued to enforce Harting's message and provide sales leads throughout the year.