How can you boost sales in a flat market?
SITUATION:
Predicting a change in the material handling industry, BT Prime-Mover introduced revolutionary low-lift pallet trucks in the early 1990s. Unfortunately, the late 80s recession was still choking the industry pipeline – lift truck sales were flat, inexpensive imports were in vogue, and innovations were generally undervalued.
STRATEGY:
As our first assignment for BT, we recommended that the priority should be on supporting their sales staff and extensive dealer network for the product introduction. New brochures, spec sheets, dealership posters, a PR campaign, and a key trade show all factored into the launch.
TACTICS:
Truck photography relied on black backgrounds and light painting to create a high-tech, glamorous image. Plus, the light painting highlighted key features on the truck to facilitate the sales process.
A new trade show booth showcased an upside-down truck to show off key innovations on its underside. BT customers, prospects, editors, and dealers saw the literature, posters, Duratrans, postcards, and trucks in one massive blow at a key show.
RESULTS:
Without spending a dime on traditional trade journal advertising, sales of the trucks climbed steeply. The BT trucks enjoyed good press in the most critical journals. Market share increased. And best of all, the launch of these trucks paved the way for successful future product launches from BT.
