An effective product launch can make a huge impact on whether a product succeeds or fails in the marketplace. Visual Ventures has 71 years of combined experience in building strong brands and powerful messages.
Situation: Hamilton had a new product to introduce called the BioLevitator.
Challenge: This product was a new idea in the industry and the audience needed to educated on 3D cell culturing.
Tactics: Our strategy was to produce marketing pieces that constantly educated, or at least teased, the customer into asking for more information. Part of the solution was to incorporate, in an artsy way, custom illustrations to give them a high tech look. These days too many design firms depend on stock photography as there source of imagery. Visual Ventures has, on staff, an illustrator and photographer to give our clients custom, personalized, and unique pieces of work.
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Photography: Client shipped product to VV to analyze and train on. Once we understood the product and identified the features, we shot the product from all angles. For best results VV kept the product until the campaign was finished.
Product Brochure: Working with the client we identified all the major benefits and selling points. After the discovery and creative phase we tested our work findings with project managers and engineers.
Microsite: To reach potential customers that did not receive a printed brochure, VV developed an interactive microsite that also served as a lead generator, allowing the viewer to ask for information.
Product CD: Once the Microsite was complete we also provided the Flash product on CD to be handed out at tradeshows and be placed in the Media Packet.
Ad Campaign: Two ads were created with different approaches. The first being more creative with copy and imagery and the second being more product central. The client wanted to see which ones pulled better in different marketing channels.
Email Blast: Based on the print materials VV provided a series of email blast to be used.
Direct Mail: Because the client had a very good mailing list that was very targeted we produced a direct mail to get traffic to the microsite in addition to working as a lead generator.
Banner Ads: To create more buzz in the electronic channels VV created one and two frame banners ads. These links dropped the visitor directly into the microsite at www.biolevitator.com.
Campaign Results Tracking: All of these marketing channels are being tracked (in real time) using Viser™. VV developed and launched Viser in 2009 with great success. Clients can now see what their campaigns are doing instantly and easily generate and print reports for review.
