After Five Marketing, LLC · efforts with a pull-through campaign to end users. The objective was to complete these goals within three ... the product prior to launching any promotional

5

After Five Marketing, LLC

1 After Five Marketing Case History: New

Product Launch

After Five Marketing Case History: New Product Launch

2

The Challenge Upper management at the “Corporation” was

considering selling our business unit to a competitor,

given it had showed little profit in the prior five years of

operation. I became the Marketing/Product

Development Manager in year five and was the sole

marketer in our group. There were several challenges

but the following were most urgent:

Develop and execute a marketing plan for a new

product

Increase the sales force’ focus on and belief in our

entire product line

Double overall sales in one fiscal year


3

The Solution

3

The scope of the solution was wide and varied. A few

of our primary goals were to help the sales force

understand and feel comfortable with the product, get

them into the habit of presenting it, and support their

efforts with a pull-through campaign to end users. The

objective was to complete these goals within three

months.

As with any new product, it makes sense to follow the

product lifecycle curve wherein at certain points, the

execution of certain strategies and tactics makes more

sense than others. For example, it was necessary to

produce all the sales persons’ tools and train them on

the product prior to launching any promotional

campaign. This is consistent with Stage Gate product

planning.


4

The Solution (continued)

Hard and electronic (PDF) versions of the following:

Product brochures and catalogs

Sample spec sheets

White papers

Installation guides

Case studies

FAQs

Competitive comparison matrix

Also:

Customizable PowerPoint shows

Tutorial videos

Demonstration units

Web-based product and sales training


5

The Solution (continued)

Following the development of the selling tools and the Webex

product training, I developed a promotional program (incentive)

targeted to our sales personnel to initiate and sustain a habit of

presenting our products. Prior to the promotion, I launched the

publicity (and later the advertising campaign) to help open the

doors with the customers they would be targeting.

Learn & Earn promotion (Mail and Microsite)

Publicity campaign and editorial road shows

Advertising campaign

Following the Learn & Earn, I developed and executed the

Close N’ Play promotion designed to incentivize sales

personnel for following up on their presentations, in an attempt

to close a sale on prospects who did not buy the first time.


6

Marketing Plan & Creative Brief

7 After Five Marketing Case History: New Product Launch

Selling Literature

PowerPoint

Shows

New Product

Spec Sheet

Competitive F&B Matrix

FAQs

New Product Catalog

Electronic Files of

All Selling Tools

Statement & DM Piece


8

Publicity


9

Advertising


10

Internal Sales Promotion–Create Leads


11

Promotion Reminder Direct Mail Series


12

Internal Sales Promotion – Close Leads


13

Developed and executed a marketing plan against key targets

Sales personnel got into the habit of presenting our product line, even after the incentive promotion was completed (there was high margin in it)

We doubled sales in one year

The Result

Documents

After Five Marketing, LLC · efforts with a pull-through campaign to end users. The objective was to complete these goals within three ... the product prior to launching any promotional