Our Work

Cryovac Product Launch

Product Launch Strategy

The Challenge

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

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