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Motorola makes the call for a fresh approach to new-product introduction


Motorola, a Fortune 100 company, is a global leader in wireless communications technology. Its Radio Products Division sells to commercial and government customers via an independent dealer network. In response to their dealers’ requests to offer their customers a complete wireless solution, Motorola expanded their offering beyond traditional two-way radios.

Client Challenge

Once the new products were in the pipeline, Motorola wanted to use a dual-purpose direct mail approach to introduce their new product lineup to their dealers. The mail campaign needed to introduce the products in a compelling way while also providing the dealers with a sales tool they could use.

Solution

Diamond Communication Solution designed and produced an innovative, comprehensive mailing kit that featured a full array of product introductory materials and sales tools, including: a dealer informational brochure; a product overview brochure; a product catalog; product specification sell sheets; vertical market sheets; a CD-ROM containing six different, fully customizable PowerPoint presentations; and a poster, static cling, and other POS/POP display materials for the dealership. The kit wrap was designed to keep all product information in one folder, making it easy to take along on sales consultations and appointments. Dealers could also order extra sets of leavebehind components through the Motorola Online store.

Results

Motorola was impressed with the versatility and creativity of the kit design, as well as its functionality. The dealers provided positive feedback, finding the sales tools to be both innovative and practical. As a follow-up to this project, Diamond Communication Solution developed a co-op direct mail campaign for the new portfolio of products.

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