Solution:

Conduct an Integrated Product Launch

Base messaging on key Voice of Customer Benefits

Align messages with Brand promise

Coordinate messaging in multi-media Consumer and Dealership campaign

Result:

Identified VOC F/B aligned with corporate themes of Smart, Strong, Safe

• Developed content and promoted consistent themes in collateral, print, digital, web site materials, press releases, training videos, trade shows and dealer introduction event

• Dealers offered Pre & Post-launch sales incentives to drive purchase

• Sales personnel offered post-launch sales incentive program

• Campaign generated an increase in sales of 4% over goal