Innovative Product Launch Strategy: Energize Sales Staff and Increase Consumer Interest
Avocet launched an integrated marketing communications campaign to strengthen dealer relationships and the Pentax brand through consumer engagement within the birding market. Avocet developed all elements of the campaign, as well as a very special partnership with the Audubon Society. The campaign leveraged print advertising, Internet marketing, email marketing campaigns, in-store promotions and social media marketing to promote the Pentax “Sail Away” sweepstakes and introduce consumers to select models of binoculars.
Any customer who participated in a Pentax binocular demonstration qualified to enter the Pentax “Sail Away” sweepstakes for a chance to win Pentax products or a Costa Rican cruise through the Panama Canal. Consumers were able to participate at a retail location (hands-on, with salespeople interaction) or by viewing an online Active Product. An Audubon Society writer and photographer accompanied 12 people on the trip through daily bird watching expeditions.
During the first two weeks of the campaign, Pentax experienced a 50% goal conversion rate based on the number of visitors to the website. Watching the video and signing up for the sweepstakes generated these conversions. The average time spent viewing was 2 minutes 40 seconds, a victory in the brand-related online video world