CHALLENGE
New high-tech industrial products in a busy marketplace provide faster, more accurate process data in the high-tech electronics manufacturing industry.
How do you build meaningful, measurable awareness and engagement?
DISCOVERY
Conducting qualitative research with process engineers across North America (US, Canada, Mexico); helped to better understand purchase motivators, decision maker desires and wants in similar products and tools. Research revealed:
- Engineers valued ease and accuracy of real-time data over manual processes
- No competitive equipment offered advanced analytics
- Most marketing was through sales calls, brochures, and product data sheets
SOLUTIONS
Designed small budget, high impact new product launch plan, including messaging platform by decision maker and:
- New high-tech product launch video marketing component
- Designed and developed international trade event booth materials
- Wrote and produced short “infomercial” video utilizing cost effective talent: camera-friendly client engineer…and set applications laboratory at client facility
- Conducted huge reveal at major trade events and online with invitations in all copy to view Sneak Peek Video
SUCCESS
- Considered the most successful launch by the company in its history.
- Clear, entertaining high-tech equipment demonstrations were done globally via pre-recorded video. Short and long versions helped pull people from tire kickers to purchase order.