New Product Launch – Jungheinrich
Under a short deadline? Your back may be up against a wall, but you can still launch your new product quickly and cost-effectively for maximum impact and at minimum cost.
The challenge was to create market awareness of Jungheinrich’s new very narrow aisle lift truck and to develop sales-enhancing content — and sales leads for their dealer network — in a cost-efficient way.
First we plotted and scripted a 10-minute video to train the dealer. The video showed the truck in action and overviewed the main selling points of the truck vs. competition. Then we edited the video for the dealers’ use, plus we condensed the video to a short 20-second promo for use on Jungheinrich’s website, for their booth at an upcoming ProMat Show, for a series of online ads and landing pages, and as an addendum to the introductory press release. To lend more credibility to the dealers’ selling efforts, we also produced case study reports. These case studies appeared in their entirety in key trade publications such as Modern Materials Handling and Material Handling Product News, while TCO-type information on the truck and the efficacy of the very narrow concept appeared in a number of material handling publications.
The online ads, which ran in a brief 4-month campaign, resulted in 3,230 click-throughs with a cost per click of $1.31.