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MAXIMIZING SALES OF COMMODITY PRODUCTS
Sales from the thermometry division were flat. Based on a competitive analysis, this commodity product was repositioned as a "big value in a small package."
Working closely with the SureTemp product manager, ads were created specifically targeting sales distributors with a powerful incentive to ignite sales. A direct response campaign targeted to group purchasing organizations was also created to bundle multiple Welch Allyn products with the SureTemp thermometers.
Both campaigns had a measurable impact on sales that were well over baseline for the next three quarters.
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