A Product Takes Off – A Product Marketing Case Study
Industry: Travel & Tourism
Project: Skeye-ID
A while back, Proforma received a call telling them about a new product called Skeye-ID. This functional, stylish new product was going to fill a void in the travel and tourism industry, and they wanted to discuss some of the details with Proforma, hoping they would be able to help promote and sell the product. They were right.
After Proforma began learning all of the details of the product and the possibilities for customization, they knew that this was a great opportunity. Skeye-ID is an organizer for travel documents, and is priced at a very attractive price-point. The Skeye-ID can be customized and is perfect for people on the go. Proforma got to work right away, realizing that by using a few very targeted methods, they could help spread the word about this product.
Their first step was to build a Web site for Skeye-ID, explaining what it is and any available options. They then launched a marketing campaign around the item. Four weeks ago they started with four very targeted email “smart-blasts,” followed by a 20,000-piece press kit mailing, complete with a sample. So far, they have received a considerable, 12% response rate from their smart blasts. The product has quickly become the perfect solution for employee incentive programs, client appreciation, fundraisers, conventions, meetings, and corporate travel programs.
To date, Proforma has sold over 50,000 Skeye-IDs for a total sale of well over $50,000. Future marketing plans include helping the client expand to retail stores and travel agency distribution. Based on Proforma’s success thus far, the sky truly does appear to be the limit for this helpful new product.
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