Case Study: 3D Projection
Avatar was a game changer for the projector world. Suddenly, our customers wanted 3D projection for home theater, and they wanted it now.
There was only one problem. When Avatar was released, no high quality 3D projectors existed. The only 3D-ready projectors on the market could not output in HD, a must for our home theater customers.
“That’s okay,” our customers told us. “We’ll wait.”
No good. We couldn’t afford to have our customers wait for 3D home theater projectors to hit the market before they made their next purchase. That could take months, if not years. Time to strategize.
Educating customers has always been a top priority for Projector People. We invited leaders from the 3D consortium to our office to educate our sales and marketing team. I published a blog post on the future of 3D projection for home theater which remains some of our most popular content. The post was repurposed in our email marketing and on the site.
As more information about 3D projection hit the market, we positioned ourselves as the go-to source for news. We kept consumers up to date about upcoming 3D projector releases and took a stand against practices that inhibited the adoption of 3D for home theater.
Our vendors noticed. We were offered tens of thousands of additional dollars to market new 1080p 3D projectors. When Panasonic, the leader in home theater projectors, came out with its first 1080p 3D projector, we received the majority of the first units. We built upon our strong reputation as 3D projection thought leaders and our exclusive to this popular new product, and hit the ground running with banner ads, PR outreach, site merchandising and social media placements. The product instantly became a best seller.