The launch of a new product into an existing, overcrowded marketplace always provides a marketing challenge. The Control and Instrumentation exhibition was chosen as a platform to launch Siemens Automation’s new PCS7 shopfloor control software.
Anderson Baillie integrated and co-ordinated a launch which levered off the existing advertisement campaign extending through direct mail and culminating in the exhibition strategy itself. At the exhibition, three actors performed the Great Debate which presented the case for PCS7. The campaign was a major success and generated the largest audience of visitors to the stand than any other exhibition stand.
“Maximising our exposure when introducing a new product is essential in reaching our target audience. Anderson Baillie’s innovative approach and campaign management ensured the campaign achieved our launch objectives and proved to be as painless as possible.”
Steve Prevett Marketing Communications Manager, Siemens Automation
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The success for Anderson Baillie was in helping to create a communications strategy to support First Software’s concept of iWorld. |
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Anderson Baillie were contracted by BT (British Telecom) for 12 months, to manage the marketing functions for a new company from strategic planning, brand development and product marketing through to all aspects of marcomms delivery. |