Innovation is at the heart of the building products industry
The design and construction community craves new solutions, yet is notoriously risk averse. Stoner Bunting’s unique combination of creativity and planning have helped clients successful launch products to audiences throughout the channel.
Successfully launching a product in today’s marketplace takes a lot more than a press release and a product sell-sheet. Every category in the building products industry has more options than any architect, distributor or contractor can possibly keep track of. And with an “if it’s not broke, don’t fix it” attitude, it takes a focused effort to get them to try something new.
Successful launches begin at home
When launching new products, we consider your sales team the first audience. By taking the time to train them on how to introduce the product – what problems it solves, how it fits into the existing product portfolio, how to use any sales materials – you ensure a consistent message is going into the marketplace.
The right plan for the product
From there, we craft an external launch plan that makes the most effective use of your budget by prioritizing efforts among your target audiences with coordinated efforts in paid, earned and owned media. Sometimes that means making a big splash at a trade show. Other times, it’s an in-the-trenches sales effort that incentivizes trial.
Planning, messaging and production
Stoner Bunting can partner with your internal resources to the level that works best for you. We can use our creative and production resources to develop all the tools you need to support the plan through each step of the sales channel. We can develop the messaging strategy, creative concept and flagship marketing pieces so your team and can flesh out individual executions. Our goal is to make your launch as successful as possible, not to get every piece of the pie.
Whether you have a bold category innovation or a product line extension, Stoner Bunting’s experts can get you attention and traction in the marketplace.