Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Solution

McCue & Associates developed a comprehensive integrated campaign including advertising, collateral and PR elements:

1. Positioning
To address the key problem/opportunity, McCue positioned the HBE series as the “Everyday Behringer Saw” – legendary Behringer quality at an everyday affordable cost.

2. Advertising
Print ads – Created and produced ads for media penetrating core metalworking, fabricating and steel service center segments.

3. Collateral

1. Sales Brochure – Created and produced 6 page full-color sales brochure highlighted with metallic silver ink.
2. Web Key – Conceptualized, created and produced a Web Key that was glue-dot inserted in the sales brochure. Web Key included video presentation of the HBE with link to landing page including product information and request for saw demo.
3. Video – Recommended a sales video that was produced to showcase new saw features, benefits and capabilities, with a call-to-action for demo.

4. Publicity

1. Wrote and distributed new product news release.
2. Interviewed, wrote and/or placed successful end user application testimonial releases/articles.
3. Made multiple media placements throughout key channels, carpet-bombing marketplace for 12 to 16 months of industry coverage.

5. Promotion
Recommended timed promotion tactics featuring aggressive introductory pricing.

Results

In one year’s time the HBE Series became Behringer’s number one selling saw machine. McCue & Associates’ campaign, which amassed widespread industry media coverage with the right message, impact and look, played a critical role in helping Behringer meet and surpass the HBE launch goals.