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Little Giant Ladder Promotional Campaign

The Little Giant Ladder has a very strong promotional campaign spread across print, television, and Internet sources. Touted as ôThe strongest, safest, most versatile ladder in the world,ö the Little Giant has excellent brand recognition, a host of fans, and a lifetime warranty. As a product of undisputed quality and excellent features, the Little Giant is in the enviable position of needing only to convey its message in order to garner the market. It goes beyond that, though, with an engaging and persuasive infomercial, beautifully designed print ads, and an Internet web site.

The material in all three of its promotional sources emphasizes the ladderÆs outstanding features, but none more so than the infomercial. In fact, the infomercial is the most effective promotional tool the Little Giant has. The compact design of the ladder, which can morph into 24 different ladders with amazing ease, is most clearly shown on TV. The ladderÆs developer and owner of the company, Hal Wing, puts the Little Giant through its paces, pulling and clicking it into different-sized extension ladders, stairway ladders, 90-degree ladders, scaffolding trestles, and A-frame ladders in a matter of seconds each. To add humor and lend further credibility to Mr. WingÆs demonstrations, possibly because he is not well known outside of the Little Giant company, Mr. Wing is joined by Robin Hartl of the home improvement show ôHometimeö and Richard Karns of the hilarious home improvement sitcom ôHome Improvementö to demonstrate the virtues of the product. The versatility of the ladder is exceptional, because it can quickly be changed into 24 different configurations depending on the job at hand. This versatility allows it to replace all of the other ladders a homeowner might own, from extremely tall extension ladders to various-sized A frames. It can be adapted on the spot to whatever tight space a ladder must be used in, from stairwells, over tab...

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Little Giant Ladder Promotional Campaign. (1969, December 31). In LotsofEssays.com. Retrieved 15:04, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1712356.html