New Product Introduction – Belden
Is print dead? Or, do you just need to know when and how to use it?
The challenge was to generate interest within the contractor community for Belden’s new Brilliance® Fiber Optic Connector. The offer was a sample of the product, but the campaign had to hit just the right notes to draw the audience in — and then once they received the sample, entice them to buy the product via a rebate offer.
We created a visually-oriented campaign message of “Fool-proof Fiber Termination in Just 5 Seconds,” showing installers how the connector could be installed in three steps…and in less than 5 seconds. Then, we applied the message to a number of promotions, each time offering the product sample and taking the respondent to a landing page to fill out the sample registration form. The campaign consisted primarily of a dimensional mailer which was sent to a purchased list, a full-page ad in key industry publications, online ads on publication websites and e-newsletter sponsorships. Since the product was officially introduced at an industry trade show, an in-booth contest was held. In addition, collateral materials, press releases, trade show graphics and web pages were created to help further promote the product.
The 3-month new product introduction campaign, in total, resulted in 4,655 visits to the landing page (impressions), 2,115 completed registrations, or 45% of visits (conversions), at a cost of $80.38 per registered sales lead. The highest percentage of leads (24.8%) came from the dimensional mailer; the runner-up was the online ads which garnered 23.3% of the total sales leads.