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ANOTHER SUCCESS STORY

TRAVEL SAFETY
AIR-FILLED CAR SEAT

PROBLEM

         To introduce an inflatable car seat for children that weighed less than 5 lbs. and could fold into an attache-sized carrying bag. The Car Seat has obvious convenience advantages, but because of its uniqueness, raises questions concerning safety and durability.

SOLUTION

          Everyone has had experiences with leaking pool rafts and other inflatable items so the decision was made to always refer to the Car Seat as "Air-Filled" rather than "inflatable". It was also decided to emphasize the state-of-the-art aspects of air technology by equating the Car Seat with airplane chutes, auto airbags and life rafts. Reference also was always made to the Car Seat having "exceeded all government standards for safety".

          Beyond the safety question, the major concern was there were so many advantages to this new product it was hard to tell the entire story. The decision was made to make a pre-emptive statement that positioned the Car Seat as exceptional and then allow the details to be filled in over a period of time. The theme was:

The Air-Filled Car Seat.
Suddenly all other car seats take a back seat.

          Initial distribution was restricted to the smaller children's furniture and accessory stores where the Car Seat could be explained more fully by salespeople. An ambitious trade campaign was developed starting with the distribution of a 6-page color brochure as an insert in major trade magazines. Full page ads followed.

          In the consumer area, we did not have the dollars to do a full-scale campaign so consumer advertising (with the exception of co-op) was held off in favor of a carefully orchestrated public relations program. Because the Car Seat uses a new technology to provide safety, convenience and comfort, it is a natural news story. Extensive press materials including a video were developed to enhance this effort.

          Initial response to the Car Seat - both from retailers and consumers - was extremely favorable and sales figures far exceeded projections.

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