Case Study

B2B Product Launch Marketing

The COATS Two-Month Launch Challenge
The Challenge
For 15+ years, you could visit any tire shop in the country and find COATS low-maintenance wheel balancers and tire changers. COATS had engineered a new product equipped with the industry’s most user-friendly interface. Despite not having a name, COATS planned to launch it at SEMA in just two months. They needed a partner for their B2B product launch marketing — fast.
This amazing product from COATS was launching at SEMA in just two months, and it didn’t have a name yet.
COATS challenge image
Designed to deliver a true balance, every time, the product practically named itself. INDUSTRIAL delivered naming recommendations and a visual identity, badged the product’s chassis, created a sales guide for COAT’s internal sales team and channel partners, and launched an email campaign to generate interest at SEMA.
The key to this successful, B2B product launch wasn’t just having a well-designed and manufactured product, but also having everyone speak the same language on the product’s unique value proposition.
COATS solution image
60 days
to successfully name, brand, and launch a new product, including B2B sales collateral and email promotion.
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