Product Launch

Definitive Technology was the first speaker company to come to market with a high performance speaker only 1.5" deep, slim enough to be a perfect fit for ultra-slim TVs. Opportunities to be first to market in a product category come along very rarely, so when such an opportunity came in 2010, we took full advantage with a full blitz launch campaign that included print and digital trade ads, print and digital consumer ads, a pre-product release video aimed at dealers, a YouTube video aimed at consumers, in-store signage, a merchandising plan, and a full-bore PR campaign including a white paper/press brief. It worked. Definitive dominates the on-wall speaker category to this day. 

When you have an important new product to launch, we can put together a launch plan that works. Drop us an email or call (410) 458-3176. 

See the dealer video

See the consumer video

Our Contributions

Concepts

Art & video direction

Copywriting

Script writing

Management

 

Additional Contributors

Susan Marie Design

Haslinger Photography

Chrisdine King (spokesperson)

Dave Peet ("acting") 

 

Product Launch

Mass Fidelity's Relay high performance Bluetooth receiver is a seemingly simple little silver box. But inside lies sophisticated circuitry that elevates Bluetooth to a true high-fidelity medium. The product's hidden depths called out for a detailed white paper to to educate journalists, retailers and consumers. Documents like this are invaluable in effectively getting across your technology story. Translating extremely complex technical concepts into plain language that most people can understand is one of our special skills. Email us or call (410) 458-3176 for more information. 

Our Contributions

Concept and direction

Copywriting and content creation

Management

 

Additional Contributors

Mass Fidelity Marketing Staff

Art direction

Graphics creation

Proofreading and copy editing

Product Launch

The first four images shown here are print ads with headline variations. The fifth image is a micro site that echoed the style of print ads and direct-mail brochures that launched Polk Audio's XM Radio component tuner. In addition to promoting the product itself, all marketing materials promoted the concept of satellite radio. Without the draw of satellite radio content, the product could not thrive.

If you have an important new product to launch, we can help. Drop us an email or call (410) 458-3176.

Our Contributions

Conceptual direction

Copywriting and editing

Management

 

Additional Contributors

Eisner Communications

Polk Audio marketing staff