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The Tektronix Profile was a front-runner in the broadcasting race to replace conventional tape decks with digital technology. The company was prepared to make a major investment in developing its newest products, but only had limited funds to spend on marketing. We created a lead generation, fulfillment and inquiry management process that featured a clever but inexpensive dimensional mailer. We coordinated, a highly qualified list and telesales follow-up with their major trade show. Along with a customer appreciation event, we successfully launched the new products, continuing with a successful sales enablement program.
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Strategy
