Posted by Mike Woodgate on October 21, 2015
Successful product launches are multi-layered executions that start long before the product itself ever hits the shelf.
Before the public is introduced to a new product, there should already be a great deal of momentum and excitement gained amongst sales teams both internally and at the retail store level. This ensures that when the product does come to market, all parties are educated and inspired to help customers make the right choice and ultimately increase sales.
To assist KitchenAid in launching their totally redesigned kitchen appliance line-up, BTI got involved in all stages of the product launch.
First, in order to introduce the internal sales staff at Whirlpool Canada to the new line and generate excitement among key dealers, we developed the launch theme and event material for their sales and dealer events, including invitations, display graphics and event giveaways.
Next, in the months leading up to the in-store product launch, we created and managed a national training roadshow for retail sales associates in 6 major cities across Canada. Read more about how we brought this great event to life.
Finally, with the sales associates on board and armed with detailed product knowledge, we turned our efforts to the customer's in-store experience with the development of consumer promotions and unique product POP material.
All of these tactics were part of a bigger picture which included online and print advertising, a revamped website and mobile app, product catalogues and a media event.
As a result of these efforts, KitchenAid experienced a great response to their new product line-up from all audiences, and sales of the new appliances have been considerably higher than projected.