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| "We have a new computer-related product that's faster, newer, and cheaper than what's on the market now. It's more reliable, too. We're thinking of just showing the specs in an ad, but our agency says that we need some consumer feedback. OK. We'll talk with some consumers." |
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| Situation |
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Heard that before? Well, an MR&C client actually had developed a new product that really WAS faster, cheaper and more reliable. But IT Professionals had heard that one before, and would sooner plunk down their 401K on swampland in Florida than they would buy another empty "bleeding-edge" promise. |
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MR&C used Account Planning research to craft crafted an advertising and marketing strategy that underplayed some of the hyperbole (remember, it was all true!), and concentrated on getting consideration and trial. MR&C worked with the advertising agency to help build the program, which included trade shows, public relations, advertising, and sales materials. |
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| Result |
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The warehouse emptied within six months. |
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