Onyx Resin
premium market product launch
MARKET CONTEXT
Onyx Resin is a premium windshield repair resin designed for professional technicians and training-focused repair companies. The target demographic included mobile windshield repair techs, shop owners, and distributors, many of whom are highly skilled in practice but underserved when it comes to clear, modern marketing communication.
The audience ranged from new technicians learning the trade to experienced professionals evaluating higher-end materials.
OUR CHALLENGE
Windshield repair is a technically complex service, but existing marketing relied on vague claims or industry jargon. - Product benefits were difficult to understand without hands-on experience. No clear system for explaining why Onyx Resin justified its premium positioning. Training and marketing content were not aligned, creating friction between learning and buying
OUR APPROACH
Reframed the product through education-first messaging, not sales language Broke down technical concepts into clear, technician-friendly explanations Aligned marketing content with real-world repair scenarios technicians encounter Positioned Onyx Resin as a solution to process inefficiencies, not just a material upgrade
EXECUTION AND STRATEGY
The strategy centered on earning trust before asking for a sale.
Key elements:
Identify and speak directly to top-of-the-line technicians who value precision
Use education to demonstrate why resin performance matters at a technical level
Build interest and anticipation through understanding, not hype
Allow product quality and expert endorsement to drive demand organically
This approach ensured that when the product launched, the right audience was already waiting.
The product launch was driven by a long-term education and trust-building campaign, not a single announcement. Months ahead of launch, email automation sequences educated technicians on resin quality and repair outcomes, establishing context before introducing the product. Interest was built through gated signup forms promoting live streams that teased new product developments and allowed technicians to engage directly.
Simultaneously, respected industry influencers were brought in to create educational video, photo, and graphic content—reinforcing credibility through peer validation rather than brand claims.
IMPACT
Improved technician understanding of product value and application
Reduced friction in the buying decision for premium resin products
Resin sold out within the first two weeks of launch
Became the top-selling resin within three months, accounting for over 50% of total resin sales
Successfully captured the high-skill technician segment and expanded outward through peer credibility
Established Onyx Resin as a knowledge-backed, professional-grade solution, not a commodity product
glasweld certification
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