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Launch: How to Quickly Propel Your Business Beyond the Competition by Michael A. Stelzner

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Reaching 9,000 People

Compared to traditional launches of the past, the ASR launch delivered eye-opening numbers. More than 9,000 people (90 times more than past launches) from 128 countries attended virtual launch events. Without travel, the launch saved an estimated 42,000 gallons of gas.

Plus, top executives spent only about an hour recording the video presentation.

Print ads were largely replaced with media coverage, including nearly three times as many press articles as a comparable traditional launch, more than 1,000 blog posts, and 40 million online impressions.

Yet Cisco wasn't the only one recognizing the impact of the campaign. In fact, the company earned a Leading Lights award for Best Marketing.

Taken alone, the reach of the campaign impresses. But consider this: The whole launch cost one-sixth of a similar launch that used traditional outreach methods.

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