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Airlyte Marketing Case Study

Airlyte is a premium quality animal bedding product made from recycled corrugated cardboard. The manufacturing technology was developed in Europe, but it is a new product in the New Zealand market.

The key marketing challenges were to establish distribution and brand awareness as quickly as possible with the limited resources of a small start-up business. Robin Major Marketing was engaged to provide marketing advice and media release writing services to help launch the product on a shoestring.

"Although we had done some limited trial marketing, once we had to launch the product to a wider audience we were on completely new ground and scratching our heads about how best to promote the product. Then a business acquaintance suggested we talk to Robin. She seemed to be a straight talker with a practical approach so we appointed her to help us with the promotional effort."

"Robin directed us away from paid advertising and towards editorial promotion, believing we had a newsworthy story. This proved to be correct and the business story featured in several publications.

"When we had our first promotional stand at the Christchurch Royal Show we were amazed at how many people had read about the product in the news media. She also saved us from a major embarrassment by making sure we delayed the launch until our website was 100% operational. We believe we have got great value from our promotional spend thus far."

Donald & Sue King, co-owners, Airlyte

Coverage resulting from initial media release December 2007:

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