Capability: 
Market Communications Channel Strategy
Tools: AdvertisingPRSocial Media
Business Objective
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Spur test market sales for a new residential irrigation product
Strategy
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Develop a testimonial-driven direct response TV (DRTV) commercial to drive consumers to retail partners and ecommerce sites
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Use DRTV media schedule to encourage brick and mortar merchants to carry product in high value test markets
Results
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Product support doubled in-store placements
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Test markets secured in all high value regions
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Retail sales were 32% above plan
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Brick and mortar retail outlets in test markets sold out
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