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Instruction manual
+click to enlarge
Leveraging
consumer insights gained from the analysis phase, this collateral
shows the distillation of product benefits and claims. The
positioning “precision control for smokers” and
concept “use your cigarettes to cut down and actually
quit” strongly resonated with smokers.
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Challenge
Smoke-Free
America, an entrepreneurial concern, needed to launch a new
smoking cessation product category during an era of regulatory
assertiveness.
Results
The
Interactive Strategist performed extensive analyses to create
a comprehensive marketing program from scratch. Specifically,
he:
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Developed
business and marketing plans. |
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Raised
venture capital. |
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Conceived
product positioning and name. |
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Created
marketing materials: website, print
and online ads, telemarketing scripts, etc . |
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Managed
print and online media. |
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Obtained
catalog and online distributors. |
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