Carney & Co.

Cover Headline :

CP Enterprises of Apopka, Inc.  Product Guide

Call Line :

Quality.  Integrity.  Innovation.

Cover Headline :

eNTERPRISE Process

Call Line :

It's Not Rocket Science.  It's eNTERPRISE

Back Cover :

Corporate logo and address information.

Interior - Page 1 Headline:

New Product Launch. 

It's Not Rocket Science.

It's eNTERPRISE!

Interior - Page 1 Copy:

You never get a second chance to make a first impression.  That saying is never more true or important than when introducing a new product or service.

The image, the position, the brand are all established in those first few moments of the product's life. The defining moments.

Carney & Co. specializes in bringing products to market. 

From initial concept through research and development ideas, positioning, branding and marketing, we develop a comprehensive program that capitalizes on new product opportunities while keeping long term objectives in clear focus.

The result is a product that is applauded by the media, embraced by the Sales Team, accepted by your audience and firmly positioned for growth.  And that's the kind of first impression that lasts and lasts.

Interior - Page 2 Copy:

Market Audit - This fundamental research is the foundation of the eNTERPRISE process.  We talk to your customers, your sales force, even your competitors to fully understand the dynamics of the market.  Our audit uncovers hidden opportunities as well as traps.

Product Positioning - Next we put you and your competition on the eNTERPRISE Positioning Grid to determine your true position in the marketplace.  We make sure you are properly positioned to capitalize on the market opportunities.

Brand Development - We create a totally integrated package that fortifies your position.  Complete graphic design including logo, packaging, point of sale, signage and press kit.  Everything works together to build a united brand.

Get The Press Establishment On Your Side - Before we broadcast your message to the world, we "divulge" the news to select members of the press.  By building interest and awareness now, we can generate better coverage later.

Internal Communications Strategy - Often underestimating your internal audience can make or break your product.  Everyone from the receptionist to the sales force has to be in sync with the communications plan.  And don't forget the trade show plan, including new shows, pre-show announcements, new exhibits and media exposure.

Press Campaign - A press campaign is much more than a product description and a photo.    Take advantage of this often overlooked and underutilized opportunity and use the power of the press to establish your product as 'the' product for the industry. This is the stuff that creates "word of mouth" and builds strong brands.

Advertising Strategy - For some products, it's better not to advertise for the first year or two.  When advertising is called for, we develop a long-term plan to fine tune your  strategy.  Knowing when advertising can do more harm than good is essential to the process.  We provide that kind of expertise and counsel.

Advertising Strategy - Once a product is properly introduced, we work to maximize the message and keep the momentum going.  This is the payoff.  A properly positioned, properly introduced message is much easer to maintain, the results more measurable and the sales are always better.

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