Product Launch - Cherry Electrical Products

A marketing blitz should never dazzle to the point of explosion and confusion. Crafting a perfect product launch requires inspired multifaceted PR with measurable results.

Challenge

To launch a new product into the grocery and convenience store POS market—a segment that had been historically weak for Cherry. The strategy needed to capitalize on Cherry’s leadership position in other retail/POS markets and its reputation for high quality products, while creating a measurable impact in market awareness and lead generation in the most cost-effective manner possible.

Solution

Scheduled to coincide with  the leading retail/ POS trade show, the product launch utilized a variety of pre-show promotions centered on the “Think Inside The Box” theme. Activities included print and online advertising, an “actual-size” direct mailer, an on-site promo giveaway, and a variety of booth displays. PR initiatives included one-on-one interviews with key editors at the show, the distribution of press kits, and a post-show press release. Post-show advertising included additional print and online insertions and additional press releases were issued as line extensions were introduced.