● SquareShooter HDTV Digital Off-Air Antenna Series
● SharpShooter HDTV Digital Off-Air Indoor/Outdoor Antenna Series
● Home Run MDU Triple-Play-Plus Bundle
● RoadTrip Low-Profile In-Motion Mobile Satellite TV System
● DataTech DirecStar Two-way Fixed/Transportable Mobile Satellite Internet Systems
● AccuMax Off-Air Remote Antenna Rotor
● iCon wireless remote Home Automation control system
● TRIAD hdtv triple-stacking technology

● Strategies Applied:
Introduce the new antennas and generate immediate and sustained sales.

● Product Names and Logo Design:

• Submitted a list of product name possibilities
• Supervised the logo development for the:

● Product Photography:

• Hired the photographer
• Supervised the shoot
• Picked the shots to use

● Product Packaging:

● 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

● 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

● 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

● 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

● Public Relations:

● Press Releases:

● 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

● Fact Sheets:
Used in press kits to give the press a summary of why the story was important

● Virtual Press Office:

● Testimonials:

● Sales Collateral:

• Wrote all copy
• Supervised use of photography
• Supervised layouts
• Suggested and supervised all graphics
• Printed all sales collateral

● Brochures:

● Product Spec Sheets:

● Flyers:

● Trade Shows:

● Pre-Show

● Trade Show Action Plan
Implemented and constantly updated the SquareShooter CES Action Plan
● 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

● Pre-Show advertising

• Wrote media plan
• Negotiated rates well below rate card – up to 45% off
• Wrote all copy
• Supervised layouts
• Placed ads

● Trade Advertising

● 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

● TitanTV Banner Ads

● TitanTV Tower Ads

   

● Web Site Home Page Promotion:

• Wrote all copy
• Negotiate for promo space on home page
• Supervised layouts

● Press Kit Development Hard Copy and Digital VPO (Virtual Press office)

Supervised the development of all press kits
Wrote all copy on all items included
Press kits included:

• Winegard Corporate Background
• Brochure
• Spec Sheet
• Logo Sheet
• Backgrounder
• Fact Sheet
• Write-up With Testimonials
• What Others Are Saying Testimonials
• TWICE Pre-Show Ad Reprint
• Antenna Systems Ad Reprint
• Manufacturer Magazine Article Reprint
• PR Digital File CD
• Who’s Who Bios
• Submitted Applications for Speaker Requests

● Show:

• Show Advertising

• Set up

• 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

● Trade Show Pull-Up Poster

• Wrote all copy
• Supervised use of all photography
• Supervised layouts
• Supervised poster production

Contact Michael Sherman at msadvertising@aol.com or call 662-893-8360 anytime