Cryovac had created an innovative reclosable packaging for perishable foods. They turned to VantagePoint to help generate demand for the Multi-Seal packaging among target audiences.
The Solution
Our research showed that the new product was appealing, but was best understood by prospects actually handling and testing it, calling for a product sampling campaign.
We identified three distinct target audiences that would make good customers for Multi-Seal, so we created unique value propositions and key messaging for each audience
We developed a three-dimensional direct mail piece, using the reclosable packaging as the actual mailer to demonstrate its durability and sealing capability.
We developed a microsite to support the direct marketing initiative and the entire product launch
We developed an online training program to help train staff to sell this new product effectively
30 %
response rate
97
leads
40
companies visited Cryovac's booth
The Results
The initial product direct mail campaign generated a 30% response rate
The email campaign had a 30% click-through ratio and generated 97 leads for sales followup
The microsite received nearly 5500 visits, and representatives from 40 companies stopped by Cryovac’s booth at a major industry tradeshow to discuss Multi-Seal
Is your B2B marketing as effective as it could be? For nearly 30 years, we’ve helped B2B companies increase sales, reach more customers, grow their digital marketing and improve their social media presence. How can we help you?
