¡ñ Project: Launch The New SharpShooter HDTV Digital Off-Air Indoor/Outdoor Antenna Series
¡ñ Objective:
Introduce the new antenna and generate immediate and sustained sales.
¡ñ Strategies Applied:
¡ñ Product Names and Logo Design:
- Submitted a list of product name possibilities
- Supervised the logo development for the:
¡ñ Product Photography:
- Photography was shot at my clients home and in a studio
- Hired the photographer
- Supervised the shoot
- Picked the shots to use
    
¡ñ Product Packaging:
¡ñ SharpShooter Retail Box
- Winegard had traditionally distributed its products through
- Master distributors
- Dealers
- And direct sales to service providers like DirecTV and Dish Network
- We analyzed the costs of going retail for the first time with the SharpShooter
- Including hiring a rep firm
- And concluded that we would be financially better off
- Wholesaling this product through TERK Industries
- Who already had relationships with big-box retailers such as Best Buy and others
- We made a presentation to TERK
- Which was successful
- I was asked to design a TERK retail box
- Supervised the graphic design and box die production
- TERK Box Die
¡ñ SharpShooter Box - Asian Version
- Through a personal relationship between my client and Jackie Chan
- Who owned 55 consumer electronics retail stores in Asia
- Was asked to design an Asian version of the TERK box design
- Incorporating the Jackie Chan Corporate group logo
¡ñ Public Relations:
¡ñ Press Releases:
¡ñ Product Backgrounders: Ready-made stories for editorial use
Did extensive research on the markets and competition for this antenna
- 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 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 SharpShooter Trade Show Pull-Up Poster
- Wrote all copy
- Supervised use of all photography
- Supervised layouts
- Supervised poster production
¡ñ SharpShooter Posters
¡ñ Winegard 3 Antenna
¡ñ Trade Shows:
¡ñ Pre-Show
¡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 SharpShooter Banner Ad
¡ñ TitanTV SharpShooter 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)
¡ñ Supervised the development of all press kits
Wrote all copy on all items included
Press kits included:
- Winegard Corporate Background Link to Winegard (Background Doc 4)
- SharpShooter Press Releases
- SharpShooter Product Pictures
- SharpShooter Brochure ?
- SharpShooter Spec Sheet
- SharpShooter Logo Sheet
- SharpShooter Backgrounder
- SharpShooter Fact Sheet
- TWICE Pre-Show SharpShooter 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:
- 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
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