Launch Collateral Program for New Product Platform
The Big Idea
When Matco Tools — a leading brand of professional automotive tools — was ready to launch an expansive new product platform, it had to be clear to both the end-user community of professional technicians and Matco’s franchisee mobile truck distributors that this launch was more important than the other products the brand was promoting. The new line of hand tools and power tools, all of which shared important features, was a big investment for the company. And the collateral had to communicate that the brand was prepared to support distributors selling the line.
We developed a integrated launch program based around the theme of “special forces” designed to challenge Matco distributors to get these tools in the hands of their customers. Every piece in our introduction kit — which included samples of the product and other personalized materials — had a military theme with a “classified” look and feel to communicate that each distributor had a “secret mission” to get the products into the technicians hands. The successful launch helped Matco energize their base of distributors to give the new platform the attention it deserved and helped propel the offering to surpass its original 3-years sales forecasts.