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Case Study
¡ñ Project: Launch The New SquareShooter HDTV Digital Off-Air Antenna Series
- The single largest contributing factor to successful digital antenna installation was and is today the ability of any antenna to deal with multi-path or reflected signal
- This is a huge issue and a significant challenge for digital antenna installation
- Along with marketing efforts, educational copy was needed
- To explain the technical and competitive significance of multi-path and these two new antennas
¡ñ Objective:
Introduce the new antenna and generate immediate and sustained sales.
¡ñ Marketing Plan:
¡ñ Strategies Applied:
¡ñ Product Names and Logo Design:
- Submitted a list of product name possibilities
- Supervised the logo development for the:
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- Created the Get Squared Logo Concept
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¡ñ Product Photography:
- Photography was shot at my home and in a studio
- Hired the photographer
- Supervised the shoot
- Picked the shots to use
     
¡ñ Product Packaging:
¡ñ SquareShooter Indoor Retail Box
This was a preliminary design for a retail indoor package. The decision was made not to market an indoor version of the SquareShooter
¡ñ Flash Files:
- Supervised construction of the flash files
- Wrote the introductory copy
- Contacted key customers
- Set up antenna testing and review
- Shot the testimonial videos used
- Edited the raw footage
- Wrote and supervised the kyron text used on the video
- Wrote the testimonials from their input for hard copy flash file
- And for use in the sales brochures
¡ñ Public Relations:
¡ñ Press Releases:
¡ñ Product Backgrounders: Ready-made stories for editorial use
- Did extensive research on the markets and competition for both antennas
- Wrote all copy except research quotes
- Hyperlinked research info to source
- Placed them in Winegard¡¯s news room, in press kits and Virtual Press Room documents
¡ñ Fact Sheets:
- Used in press kits to give the press a summary of why the story was important
¡ñ Virtual Press Office:
¡ñ Testimonials:
¡ñ Sales Collateral:
- Wrote all copy
- Supervised use of photography
- Supervised layouts
- Suggested and supervised all graphics
- Printed all sales collateral
¡ñ Brochure
¡ñ Product Spec Sheets:
¡ñ Trade Shows:
¡ñ Pre-Show
¡ñ SquareShooter Trade Show Action Plan
Implemented and constantly updated the SquareShooter CES Action Plan
¡ñ Pre-Show Sales:
- Sent out personal printed invitations to Winegard's top 25 distributors
- Inviting them to a special SquareShooter Pre-launch presentation
- In Winegard's hospitality suite at CEDIA 2004
- Bob Howell - Director Signal Distribution/Off-Air Antenna Business Group and I
- Developed and gave a PowerPoint Presentation
- And pre-sold several thousand SquareShooters
¡ñ Pre-Show advertising
- Wrote media plan
- Negotiated rates well below rate card ¨C up to 45% off
- Wrote all copy
- Supervised layouts
- Placed ads
¡ñ Trade
¡ñ DecisionMark/TitanTV Antenna Selector:
- Negotiated a reciprocal partnership with Decisionmark and TitanTV
- Wrote all copy
- Supervised layouts
- Both ads appeared on their antenna selector page FREE
- Placed their ¡°CheckHD¡± logo in Winegard's web site home page promo ads
- Hyperlinked the logo to TitanTV antenna selector page
- Hyperlinked the ads to the flash files for both products on Winegard's web site
¡ñ TitanTV SquareShooter Banner Ad
¡ñ TitanTV SquareShooter Tower Ad
¡ñ Winegard Web Site Home Page Promotion:
- Wrote all copy
- Negotiate for promo space on home page
- Supervised layouts
¡ñ Press Kit Development Hard Copy and Digital VPO (Virtual Press office)(CES 2005)
Supervised the development of all press kits
Wrote all copy on all items included
Press kits included:
- Winegard Corporate Background
- SquareShooter Brochure
- SquareShooter Spec Sheet
- SquareShooter Logo Sheet
- SquareShooter Backgrounder
- SquareShooter Fact Sheet
- SquareShooter Write-up With Testimonials
- What Others Are Saying Testimonials
- TWICE Pre-Show SquareShooter Ad Reprint
- Antenna Systems Ad Reprint
- Manufacturer Magazine Article Reprint
- PR Digital File CD
- Who¡¯s Who Bios
- Submitted Applications for Speaker Requests
¡ñ Show:
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- Press conference
- Hospitality suite
- Social events
- Questionnaire/Contact form
- Participated in In-booth selling
- Wrote Booth Exit Survey
- Intelligence Gathering
- Prospects
- Exhibits
- Booth Graphics
- Sales Collateral
- Booth photography
¡ñ Trade Show Pull-Up Poster
- Wrote all copy
- Supervised use of all photography
- Supervised layouts
- Supervised poster production
¡ñ Results:
As evidence of the success of the antenna designs and marketing that launched them
- The introduction of the SquareShooter SS-1000
- Was the only time in the 50-year history of the Winegard Company
- That a product was pre-sold before it was available
- The SquareShooter SS-2000 was the second
A true testament to the need, acceptance and marketing of these unique and innovative new antenna platform designs by Winegard¡¯s master distributors and dealers.
¡ñ Challenge was successfully met:
- Positioning: All of the marketing clearly defined the competitive advantages
- Exposure: Produced immediate awareness and need fulfillment
- Pre-sales: Produced considerable pre-sales as a result of a special presentation to 25 master distributors by invitation saying ¡°Get2 - Be There To Be Square¡±
- Sales Goals: In the first year of sales, Winegard appreciated 5 times the projected sales goals set pre-launch
- Education of the market about multi-path and how to solve the problem
- Recognition: SquareShooter won an Innovations Design Award from CES
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