Marketing adventure #34: How to market a box.
The strength of On Track's launch expertise led our client, New Haven Moving Equipment, to engage us in the development of a new product—including the product's dimensions, name, and identity—a competitor evaluation, and an integrated marketing plan to introduce it to the marketplace. The launch would establish New Haven squarely in the business-to-business rental market for environmentally friendly, re-usable storage boxes.
COMING OUT PARTY
There were similar products already in the marketplace, so we made personality a distinguishing factor for E-CRATE. The print advertisements we created were unlike anything the moving and storage industry had seen. We wrapped semi-trailers, printed T-shirts and made a huge impact at the trade show with our series of short films on the "science" behind E-CRATE research & development. The crowd around the booth was 20 people deep—what a first impression for a humble yellow box. E-CRATE did not stick around to sign autographs, however. Sometimes success just goes straight to one's head.