A consumer products manufacturer with a unique new smoke alarm product designed to keep children safe in an emergency, seeking consumer awareness and retail availability.

Challenge:
Raise awareness for unique new product and drive volume at retail to build “profit story” for additional retail placement.

Rand Inc. Solutions:

• Strategic planning
  – Detailed assessment of local consumer demographics and retail availability
  – National and local media planning
  – Branding strategy to facilitate migration to new name
  – Consumer focus groups to test key messaging
  – Translation of focus group results into creative campaign development
  – Channel assessment to establish focus on key potential retail partners
  – Channel marketing plan
• Tactical Execution
  – Management of PR resource to drive awareness through credible outlets
  – Print advertising in targeted publications to drive brand awareness
  – Couponing to drive retail volume
  – Produced video and Video News Release
  – Viral campaign leveraging web site and entertaining video
  – Local cross-promotion with Domino’s Pizza

Results:

• Company has secured retail availability in several major outlets
• Partnership with Duracell as featured product in consumer advertising campaign
• Gained significant PR presence
• National and local TV news coverage, including The Today Show, Good Day Atlanta, and many others
• Articles in several holiday gift publications
• Speaking engagements for company principals and fire safety spokesperson
• Formed relationships with fire safety officials (key influencers)