When the world’s largest manufacturer of food waste disposers replaced its existing line with all new models, the company knew it would have to overcome objections from people who had sold and installed the old products for years, and who knew them like the back of their hand.
The answer? Develop a long-term communications strategy that brings the new product story and value proposition to life for each target audience. Make it interesting, relevant and engaging. And most importantly, deliver the message to each audience in a way that’s convenient for them.
