It was time to see if we could have the same success with the post production / broadcast niches. We asked BrandInc Associates to find us a co-marketing partner and coordinate the activities at the National Association of Broadcasters show in Las Vegas. Media 100 turned out to be an excellent partner. In addition to providing great visibility for our unique 3 panel monitors, they also gave us important exposure to their sales channel. I wish we could accomplish so much for so little at all our trade shows." Theo Mayer, CEO, Panoram Technologies.

After years of significant product development, Berklee Press had the right product mix to expand their presence in the music educators market. The right timing and the right trade shows were present and in these times, the organization wanted to control expenses.

"When you're in the middle of mega-growth, you have to be selective with your time and resources. At the same time, there are certain opportunities, like breaking a new market with an upcoming national trade show that you can't pass up. There was only 45 days to go but we knew who to call". Dave Kusek, Associate Vice President of Berklee Media.

The market segment was music education; the show was MENC in Nashville (National Association for Music Education). 45 days wasn't a lot of time but Berklee Press had the right people in place, we lined up the right vendors (custom fabricators, graphics, promotions, etc.), and were able to target what we thought would be diligent attendees with an excellent mailing list.

We knew that if we had the right incentive (the branded book bags as pictured), we could trade that for the information about the market and distribution channel that we were seeking. As you can see, they are actually enthusiastic about filling out the surveys (and they should be - management at Berklee reads them).

In all, the response was dramatic - a 50% response from our mailing - God bless music teachers!

There were a couple of other goals that had to be met:

- While MENC is a "table top" show, Berklee Press still wanted to project a stronger image - a display mechanism was required for the some 30 featured titles. The other attributes were that the display should last at least 2 years, be UPS-able (the biggest challenge) to avoid the most hated of all marketing expenses, drayage (worse than British colonial taxes!) AND able to be set-up by any individual with no tools.

- A hand-off strategy to participating dealers through Hal Leonard Publishing, Berklee Press' master distributor.

We were able to accomplish all the mechanical specs within budget and with the help of Debbie Cavalier, the Director of Product Development were able to accomplish the sales goals. Debbie was invaluable in educating us as to the sensitivities and profiles of the market and distribution channel (she had spent many years in the music publishing business with Warner Bros).

With her background and connections, knowledge of the market and channel, and our knowledge of key vendors (furniture, graphics, etc.), we were able to get there in good shape. She was also able to introduce the incoming Marketing Manager, Jennifer Rassler and Berklee Press was off and running.

When you're working with excellent client staff, terrific vendors, and a targeted trade show - you can beat the challenge.

Copyright 2002 BrandInc Associates®  

All logos pictured are properties of their respective companies.

comments@brandinc.net