Big shoes to fill
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.
Laying the foundation
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.
The End Rider takes off
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:
- 166.5 pages of editorial coverage
- 34.4% average email open rate
- 650+ banner ad clicks
- 2,000+ social media engagements
- 3 min average spent on the product landing page
- 2.03% conversion rate
- 1 product of the year award win
Today the end rider campaign is touted as the new standard for all future Yale product launches.