Case Study: Hydraflow Product Launch
Hydraflow is a US-based company and its products span a multitude of sectors. CMA client Specialty Fasteners has long been a UK distributor for Hydraflow and, due to their involvement in motorsport, recognized there was a niche in the sector for a low pressure fluid connector which the two companies then set about collaborating on. After considerable development, the Hydraflow 14J21 was created ready for market and CMA were tasked with launching it on the world motorsport stage.
Launched at the Professional World Motorsport Expo in Cologne 2012, CMA embarked on a campaign with the main plank of PR being backed up by advertising in the motorsport engineering press and collateral material. Permission marketing – email newsletters etc – has also been used to good effect to promote the product via the video format.
Using the promotional material to good effect, Specialty Fasteners leveraged their links with major race teams and, having gained prior permission, are now using them in the third phase of the marketing plan as product endorsements.
View the product brochure here.
View one of the ads here.