DRX™ Launch

Flexco Makes a Lasting Impact With DRX New Product Launch Campaign

Even in a mature market with eight major competitors, Flexco sensed there was a need for a new type of impact bed for the coal, mining and material handling industries. And since LePoidevin Marketing specializes in research, marketing and communications in these markets, it was a perfect partnership between the two companies.

Our research showed that the industry lacked a quality impact bed that could both withstand repeated impacts of up to 600 pound rocks and offer better protection of the conveyor belt. The research provided the green light for Flexco to move forward with product development.

Prior to launch, we created the name and logo for the new product line: DRX (Dual Relief Xtra™) Impact Beds. To differentiate the new line from competing brands, we developed “It’s the Structure, Not the Bars,” a tagline that Flexco felt completely captured the essence of the product. Advertising and a public relations campaign was then designed around this core message.

Coinciding with the launch of the DRX line at ConExpo, our recommended strategy built awareness and excitement, not only with the targeted customers, but with the Flexco sales force and distributors as well.

Tactics included sending a box mailer to the sales force prior to the launch date. The box contained DRX selling tools — a new full-page ad; an interactive CD; new editions of Insights, Flexco’s tech-tip bulletin with specific technical information on the DRX line; and a 12-page brochure. Flexco credits the 12-page brochure as a breakthrough selling tool in getting the sales force and distributors onboard with the DRX line.

LePoidevin Marketing knows the coal, mining and material handling industries, and used its expertise to coordinate and execute the research and marketing campaigns for the DRX line. These efforts helped make the launch a success, as sales of the DRX line sky rocketed to 137 percent of the first-year goal.