SUMMARY: Skyline, a trade show exhibit manufacturer, managed to perfect the balance between secrecy and promotion in the launch of an industry-transforming product. The result?
Sales so strong that production is scrambling to keep up; Skyline is exceeding even the most aggressive sales forecasts by 38%.
This week's B2B Marketing case study outlines the three critical steps that helped Skyline successfully walk the fine line between product confidentiality and promotion.
"The winds of change. What does it mean? To some it's additional refinement Ö to others, itís more. Itís a divergence. A departure. Throw caution to the wind. A vortex that changes the landscape as we know it. The winds of change are upon Skyline. Where will they take you?"Even Skyline's president was concerned copy like that might be overpromising. But Althoff insisted a gutsy product deserves gutsy marketing.