Secrecy shatters sales forecasts for B2B launch

01/24/2014 | MarketingSherpa

Trade show exhibit manufacturer Skyline used the allure of secrecy to debut its WindScape tabletop displays and reached sales numbers 38% higher than forecasted. Skyline used teasers across channels to build anticipation for its 30-minute live event introducing the product, a moment that took three months to plan. "There's a fine balance between smart promotion and overselling," said Jon Althoff, Skyline's senior director of global marketing.

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