Make a splash with a new product launch Problem: A well-respected POS hardware manufacturer wanted to build a reputation for software innovation as well. Solution: Capitalize on the opportunity provided by the acquisition of a new product to demonstrate the company’s groundbreaking approach to restaurant software while opening up a new category for the business. To generate excitement, the launch of a food temperature monitoring product was supported by advertising, public relations and direct mail campaigns as well as a full set of sales tools. Ongoing public relations efforts established the company as a leader in food safety technology and positioned the product as representative of its new, broader software strategy – summed up in that year's show tag line as “On the counter. Across the restaurant. Around the world.” As a result of the program, numerous articles and placed editorials appeared, including two pick-ups in NRA SmartBrief. In addition, the company was invited to present before a national MIS study group as an expert resource on food safety and technology. Within three months, the company had succeeded in gaining significant market recognition for their innovative approach to operations technology. Messaging and Positioning |
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