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Article: How do you sell a new product?
- Article from:
- St. Louis Post-Dispatch (St. Louis, MO)
- Article date:
- April 19, 2005
CopyrightCOPYRIGHT 2005 St. Louis Post-Dispatch. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Mary Jo Feldstein
Apr. 19--Cutter, the Maryland Heights-based maker of insect repellent, knew its latest product was unique.
It was the first insect repellent in the United States to use the active ingredient Picaridin. Virtually odorless without the sticky, greasy feel of DEET, Picaridin could transform the world of bug spray, the company thought.
But Cutter had a limited marketing budget. Fewer dollars would make it tougher to educate the public about Picaridin and persuade customers to buy Cutter Advanced Insect Repellent. So Cutter decided to emphasize public relations instead of advertising, generating buzz through the media.
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