SUMMARY: Skyline, a trade show exhibit manufacturer, managed to perfect the balance between secrecy and promotion in the launch of an industry-transforming product. The result?
Sales so strong that production is scrambling to keep up; Skyline is exceeding even the most aggressive sales forecasts by 38%.
This week’s B2B Marketing case study outlines the three critical steps that helped Skyline successfully walk the fine line between product confidentiality and promotion.
by Andrea Johnson, Copywriter
Your engineers have invented a product they believe will transform the industry and they’ve toiled years to perfect it. Now it’s your turn. You have to attain marketplace feedback and launch the new product.
In the process, if any details about this game-changer are leaked to a viciously competitive marketplace, it could decimate the years of work and the millions of dollars in resources.
This scenario has the ingredients for a marketer’s worst nightmare. But Skyline, a trade show exhibit manufacturer, transformed it into a dream come true when it launched its Skyline WindScape product in July.
Within two days of the launch, dozens of orders arrived for units that sell for up to $6,000. Presently, Skyline has exceeded aggressive sales forecasts by 38%.
Skyline achieved an unprecedented launch for an industry-transforming product by listening carefully to its marketplace while walking the fine line between under- and over-sharing. In the months leading up to the launch, this balance could have been easily toppled and taken years of work down with it.
This case study outlines the three critical steps that helped Skyline successfully walk the fine line between product confidentiality and promotion.