BowTech's Product Launch: 9 a.m. Sharp. Tomorrow.

I had a chance to sit down with Sam Coalson late this afternoon, director of marketing for BowTech Archery. For the second year in a row the company intends to launch a new product on the ATA Trade Show's opening day, Jan. 10 at 8:30 a.m., with the product reveal set for 9 a.m. sharp. Except, this year, they're doing nothing the same as they did last year. Expect a different booth design and layout, new product line, and totally different way of unveiling. Last year, by BowTech's estimates, they attracted between 800-1,000 people to their booth for the 2011 launch. This year, they expect that number to be different too. They expect it to be bigger.

So, any hints about tomorrow's launch?

"It's going to be insane," said Coalson. "And the launch is true to our brand statement: we refuse to follow."

You can view a short launch promo on YouTube. Here's the link: http://www.youtube.com/user/BowTechVideos?feature=mhee

- Amy Hatfield