Coming on the heels of what was their most successful product launch in company history, Yale Materials Handling once again turned to Koroberi for assistance strategizing and implementing a launch campaign for its latest game-changing innovation, the new End Rider.
Working in tandem with the Yale brand marketing team, Koroberi established the goals of the 18-month campaign: arm Yale’s expansive dealer network with the tools they need to bring the innovation to market and generate demand for the product. We then developed a map of marketing messages, tailored for industries and customer pain points, and a custom graphic theme to tie everything together. Once established, we started cranking out content – email campaigns, social promotions, banner ads, press releases, video concepts, award submissions, landing pages, website graphics and a full suite of sales collateral.
It did not take long for the End Rider campaign to gain traction. Within the first year of the campaign started to see substantial results, including:
Today the end rider campaign is touted as the new standard for all future Yale product launches.