Market Penetration Case Study
OPENING MORE DOORS
TO PENETRATE A NEW MARKET.
It was 1981, and Larson Manufacturing was looking to break into the greater Kansas City market. Based on past experience with a thin direct sales force to the home improvement/lumber yard retail market, they estimated that, using their normal procedures, penetrating the market to any reasonable degree would take 3-5 years.
Enter this direct campaign to open doors, followed by a multimedia support campaign. The pop-up teaser, followed by the door opening pull-out piece (including a pop-up hand holding a real dollar bill, the first dollar they would make from Larson), went to a select list of 315 potential dealers. The results, nothing short of incredible, were 301 reservations for face-to-face presentations and ultimately, 284 dealer agreements signed.
The push accomplished, substantial pull was generated by the TV, and a newspaper insert campaign in the fall, leading to a 20% market share at year's end and 56% after a full year, up obviously from 0. Little wonder the campaign won a Silver Effie for marketing effectiveness in the product launch category, taking second behind the national launch of the Wagner Power Painter.
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