Product Launch: V Series Asphalt Pump

EnviroGear

Agency: DeanHouston

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V Series Asphalt Pump Product Page

V Series Asphalt Pump Product Page

V Series Asphalt Pump Product Brochure

V Series Asphalt Pump Product Brochure

White Paper

White Paper

Asphalt Market Page

Asphalt Market Page

V Series Product Overview Video

World of Asphalt Trade Show

Objective:

  • launch EnviroGear’s V Series Asphalt Pump on budget and on time

  • inspire distributor channel to support product launch and purchase inventory

  • take market share from dominating competitor

Tactics:

  • use EnviroGear’s brand identity (bold/rebellious) to develop messaging for product launch campaign

  • develop sales tools for distribution channel

  • communicate competitive advantage and value to asphalt market

  • highlight new product at World of Asphalt show using product cutaway demo and interactive asphalt application map

Results:

  • increased distributor engagement due to fun and bold message against large industry competitor

  • distributor newsletter open rate of 43.6%

  • achieved 38 pump orders, $155k the first month

  • Spike in website visits: 938 new visitors, 1,091 returning, up 25% from prior months