No matter the scope, Pathfinders approaches every project with serious vigor. So, when we were chosen by Stryker as a strategic partner to help them initiate, drive, and execute an entire launch for System 7 – a line of heavy duty power tools for Stryker Surgical – it was just a given that we’d pull out all the stops – from bisque to brûlée – to make an immediate and definitive sales impact. (Yeah … we like to class things up a bit. That’s just how we roll.)
Heavy duty results means doing some heavy duty homework!
Before drafting a full scale tactical marketing plan, we researched customers and competitors to understand key value props, features, and benefits that are attractive to customers. Then, we defined the marketing strategy and developed an actionable rollout plan – to budget.
From planning and creative to execution and measurement, here’s a sampling of the steps we took:
- Value propositions and positioning
- Toneboards and creative recommendation
- Sales tools
- Tradeshow participation
- Full media calendar, including placement in trade publications, advertisements