Case Study: product / service launch

V3locity: Huron Consulting Group

THE CHALLENGE:

Huron Consulting Group was preparing to introduce a new, industry redefining service for the legal profession. The offering was outstanding and provided Huron an incredible advantage in the marketplace. When something is this good, you don't want to move slowly! In fact, Huron would be ready for market in five months and wanted to launch immediately. It was starting from scratch-the product didn't even have a name yet. So how could it accomplish this feat? Huron tapped the skills and resources of Pepper Group's team of seasoned professionals.

THE SOLUTION:

Pepper Group quickly developed the brand platform and messaging, detailed launch plan, name and a vibrant graphic identity. To build anticipation, we started by executing an attention-getting integrated teaser campaign. The teaser leveraged targeted advertising, online marketing, a high-energy flash overview and a very creative series of direct mailers-culminating in a remote control Ferrari on launch day.

In addition, Pepper Group created an educational video, sales collateral, a PR strategy and creative trade show concepts. We planned a series of launch events designed to reinforce the "high adrenaline" theme. The events, for example, promised stock car racing school and airplane dogfighting for attendees.

THE RESULTS:

The high-energy launch has put Huron on track to exceed its targeted year-one sales objectives and deliver a significant ROI.

BRUGO MUG: Jolex, Inc.

THE CHALLENGE:

If you ever had coffee to go, you've no doubt noticed that you can't drink it right away because it's too hot. Then, once it's drinkable, it quickly gets too cold. And not only that, who hasn't had coffee spill or spatter on their car and clothes? Enter our client, an entrepreneur with a great idea, a patent and a dream but without any marketing resources to take it to market.

THE SOLUTION:

Pepper Group jumped right in, performing some initial market research, which helped further define the product and identify the optimal messaging platform and best methods of communication. We did it all-writing the business and marketing plan, creating a name and identity, consulting on the colors and look of the product itself, and of course, executing a comprehensive marketing campaign that fired on all cylinders.

A key aspect of our plan was generating word of mouth marketing. With a solid website in place, complete with animations that clearly communicated the benefits, we set out on a campaign that included blogger outreach, social media, opinion leaders and traditional PR.

THE RESULTS:

With the powerful website and messaging as the base, the enthusiasm for the BRUGO Mug spread like wildfire, culminating in a listing as one of Men's Health Top 100 Gifts for Men and a plug on Good Morning America!

The buzz-building campaign was so successful that the product reached $1 million in sales in the first 18 months, and it continues to generate incredible opportunities for the company. Best of all, it was a feat performed completely outside of "traditional", and expensive, advertising channels. The success story even reached Crain's Chicago Business, which highlighted the Pepper Group in a 2007 feature on word-of-mouth marketing.