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.

• 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

• 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