Sometimes when launching a true, game-changing product, like Tnemec Aerolon, seeing is believing.
To say the construction industry is set in its ways is an understatement. Adoption of new products comes with a heavy degree of skepticism and resistance. So how do you launch a truly innovative product that solves a need some prospects don’t even know they have? You target key decision makers with an integrated, attention-getting campaign featuring email, a dimensional direct mailed product demo, and an informational website introducing a product benefit video simulation.