Refrigerants Team Uses Webinar to Launch ‘Cool’ New Product
The ISCEON® Refrigerants team recently took “fighting for every customer” to the next level as it prepared to launch DuPont™ ISCEON® MO99™ refrigerant into the marketplace. The new product introduction required an industry message describing the current business and regulatory environment, a detailed marketing plan, a technical update on field studies, and an explanation about how DuPont could help distributors capitalize on this new business opportunity. The estimated travel cost to accomplish meeting with key U.S. customers was estimated to be in excess of USD 100,000.
The team investigated the possibility of launching MO99™ by a cost-effective live video webinar. The team invited the principals at 43 stationary aftermarket distributors. The webinar included presentations from the refrigerant sales, science and technical teams.
More than 100 customers, who represent USD 170 million in annualized sales, participated in the webinar.
“Our customers got to see our team’s enthusiasm for this new product and our commitment to be industry leaders,” said Doug Johnston, director of sales & marketing, DuPont Fluorochemicals. “We introducted this new product in an innovative way and the customer feedback in the process was tremendous.”
Previously, the product roll-out with key distributors would have taken months. Taking advantage of a real-time, cost-effective tool such as a webinar allowed the team to generate energy and customer excitement for the product.
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