The Challenge
Headquartered in Solon, Ohio, HDT Engineered Technologies is widely recognized as the world leader in the design and manufacture of many products in use by U.S. and allied military units, civilian governments and commercial customers today.
Specialized equipment of this caliber requires an understanding and attention to its specific audience demographic. The importance of new product perception and effective exposure was key for JANSON Communications in order to create a customized product launch plan for HDT Engineered Technologies and the rollout of their MK1 robotic arm.
JANSON’s Approach
The product launched at the 2010 NDIA Ground Robotics Capabilities Conference. A Communications Plan was developed and followed to identify the strategies and tactics used before, during and after the tradeshow. The goal was to increase awareness of the product, introduce it to potential customers and establish HDT as a premier provider of robotics technology in their field.
Interactive and compelling booth design combined with product demonstrations, videos, flash presentations and memorable give-away items gave HDT a captive audience of industry professionals at the show. Social media, media relations and blogging kept those not in attendance informed of the product’s launch and the public’s reaction. Careful collection of information at the show and diligent follow up on all media coverage was used to give HDT the new customer base it was seeking for the launch of their MK1 robotic arm.
The Results
Effective use of media relations, social media, electronic communications, traditional advertising and creative tradeshow activities made the product launch a success and set HDT up to be able to take this foundation and build upon it to achieve a new level of strategic product coverage.