Transforming New Product Sales

Click image to enlarge

METSO MINERAL’S NEW PRODUCT LAUNCH

In an industry where product advertising usually meant depicting equipment on site, we recommended Metso Minerals take a slightly different approach when launching a new series of rock crushers.

Metso Minerals is a leading global supplier of mining and construction equipment, and this new crusher was their first significant category launch in several years. As such, they needed trade magazine advertising to call attention to the new crusher, and also to tease the readership about the pending launch before the product was available in the United States.

Realizing the significance of the launch, LePoidevin Marketing recommended a three-part series of advertisements, with the product shown in a non-traditional setting to help differentiate it from their competition.

The concept we devised involved positioning the product as a work of art — which was slowly revealed in a series of advertisements. The first ad served as the “teaser” and featured a sculptor in front of a large rock as he contemplated his next masterpiece. The second advertisement showed the new product as it was literally “chiseled to life.” The final ad revealed the finished crusher, complete with name, model number and specifications — enabling this advertisement to function as the official launch vehicle in the trade publications.

The advertisements scored exceptionally well in Readex studies, placing second overall across all product categories, and first in its respective category, making it the highest scoring Metso advertisement to date.

In addition, the series of advertisements preceded the official unveiling at an open house in Columbia, South Carolina, where the new product is manufactured. More than 100 key distributors and prospects attended the product launch. As a result of the exposure and excitement created through the advertisements, key distributors and their customers were very receptive to Metso’s new product offering.