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Hitachi wasn’t just looking to sell its plasma screens at its annual trade show, but wanted to sell the line as a whole to reps and rep organizations. The company was marketing a parity product, which was as high in quality but was neither lighter, sharper nor less expensive than other projectors. However, in anticipation of introducing more advanced products, they wanted to capture the crème de la crème of reps who already carried competitive brands. After executing a mailing campaign, we used telesales professionals to book appointments for over 55% of the targeted dealers to come by the booth to meet with a Hitachi representative. We took advantage of the show to narrowly target the desired audience.
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Strategy
