LAUNCHING AN INTERNATIONALLY ESTABLISHED PRODUCT IN THE U.S.
GREAT EXPECTATIONS, PLC
Great Expectations, PLC, (gr8x) based in Melbourne, Australia, is a leading manufacturer of unique, stylish diaper bags that represent quality, innovation and style. The company’s products are available in many models and colors in most major markets worldwide. Although gr8x had an established reputation in Australia, New Zealand and parts of Europe, the United States represented an untapped market.
The company retained Ayers Strategic Public Relations to generate interest in the gr8x link among media, distributors and retailers. Using the Juvenile Products Manufacturers Association trade show as a launch point, Ayers was instrumental in arranging one-on-one media briefings for Caroline Kouts, founder and president of gr8x. Ayers also contacted key retailers and distributors in advance of the show to schedule meetings with gr8x sales personnel, and the firm counseled gr8x representatives regarding show-floor activities including promotions and handouts. In lieu of the traditional “booth babes” frequently seen at trade shoes, gr8x had models dressed in “outback” gear ala Crocodile Dundee. These models walked the show floor and handed out sample packs of Vegemite, an Australian delicacy, to underscore the company’s Australian roots.
Following the trade show, company representatives came to Denver where Ayers scheduled an interview with the market’s leading television news outlet. The interview was conducted by a well-known news anchor, and included information about the product, how it was developed and where people could order it. Following the three-minute segment, hits on the gr8x web site increased significantly.
As a result of the public relations efforts conducted on their behalf, gr8x was able to secure a substantial contract with a major U.S. distributor and is now available in shops across the country.