Case Study:

New Product Launch

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CLIENT

For over 90 years our client has designed and manufactured thousands of fluid handling products and solutions for industries world-wide and is a recognized leader in the manufacture of spray foam equipment. 

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THE CHALLENGE

How to launch a new product when the product disrupts long-established practices? 

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KEY RESULTS

Higher adoption and purchase rates among program members led to over 1,000% ROI in a two phase campaign.  

Background

A large fluid-handling manufacturer had an innovative new product that required a promotion to convince contractors, who were long-set in their ways.


They wanted to introduce a new spray foam gun and cartridge system, a product that would make contractors' lives easier.


The new quick-change cartridge replaced multiple individual parts, eliminating the need to disassemble the gun for routine maintenance and reducing downtime to zero.


Part of their go-to-market strategy was to use their rewards program to promote adoption of the new product among their most important users.


The results were hugely impressive. 

Graco Fusion New Lift & Shift Customer
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Solution

Lift & Shift created a two-stage reward offer to encourage adoption of the new product among rewards members:


  1. Bonus offers were promoted for multiple purchase quantities of guns and conversion kits, promoting conversion to the new system.
  2. A second phase followed with a bonus offer on a multi-pack of replacement cartridges, which reinforced the conversion decision for early adopters while further promoting awareness and value of the overall system to all rewards members. 

Results

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Phase I: Guns/Conversion Kit Offer

  • Program participants had a 482% higher adoption rate than non-participants.
  • Reward earners who purchased the featured products bought 7.1%  more than non-reward earners who purchased the same products.
  • Our client enjoyed a 1114% ROI on the cost of the bonus rewards. 
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Phase II: Replacement Cartridge Offer 

  • Program participant adoption of the overall system grew by an additional 61%.
  • Participants increased their total purchase rate of the featured cartridge multi-pack by 177% vs. the initial launch period.
  • Our client realized a 2551% ROI  on the cost of bonus rewards associated with the featured cartridges.