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The following case studies show how marketing can drive exciting results for innovative products while building companies and their brands.
Helped DirecTV "cross the chasm" in 1996 by showing them how early adopter assumptions in both communication and product hindered their product sales. Tech enthusiasts were psyched by "digital TV" but the mass market wasn't — they would only move fore better programming.
When DirecTV listened then added unique programming (NFL Sunday Ticket) & communication for the mass market, sales took off.
THE DRILL DOCTOR
Consumers didn't know drill bits could be sharpened. Yet with consumer research we sorted out the communication and created TV ads that drove Drill Doctor sales of over 2 million drill bit sharpeners between 2001 to 2008. What was the key? Building consumer understanding of the value sharpening bits delivered in their finished projects.
PROCTOR & GAMBLE
P&G evaluated DTC products as a complement to their retail strategy and I was fortunate to help them evaluate the opportunity. Consumer research work along with financial modeling made it clear they had little chance of building the size of business they needed. They chose not to proceed - sometimes an important outcome.
FLOATING POINT SYSTEMS
As a salesman I sold the first ever SPARC supercomputer and drove the technical sale of 3 of the first 4 units of another new supercomputer line. These products were used for quantum chemistry, radar signature analysis, various aerospace applications, oceanography, and general scientific research.
DOUBLE DRIVE SCREWDRIVER by KOBALT TOOLS
Out of all the Lowe's campaigns, The Kobalt Double Drive is one of the most interesting and most successful. This single campaign drove sales of 1M units of a $20 screwdriver in its first 2 months on the shelf. How? Highly successful advertising which made the product the focus of the ads. Without this advertising, this superb product would have been a Shelf Potato.
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