First-Run Placements Plan

News from a client of mine about how they successfully launched a new item during the past twelve months of torture.

Their new product was a piece of IT wizardry, typically bought through leasing, worth around €30k. In their own words, they decided to separate their sales potential into:

“first-run placements to get the technology out there”, and
“secondary placements against the competition”.

The pair of promotions that worked in gaining these first-run placements were simply:

  1. a trade-in programme for early adopters only, and
  2. a “1st Year Free” promotion

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