Cole-Parmer 2012 MCM Award Submission

Transcription

1 Cole-Parmer 2012 MCM Award Submission 2011/2012 picospin -45 Cross-Channel Product Launch B-to-B Large-Size Company Submitted by: Mary Blase Director, Global Marketing (847)

2 Introduction About Cole-Parmer: Cole-Parmer is a leading global source of laboratory and industrial fluid handling products, instrumentation, equipment, and supplies. Our product lines are sold through company-owned customer channel outlets and a strong network of international dealers. About the picospin -45 Benchtop NMR Spectrometer: This instrument is a revolutionary innovation. Unlike traditional NMR spectrometers that typically take up an entire laboratory, it is the size of a shoebox, weighing only 10½ pounds. Priced at just $25,000, it is a fraction of the cost of other options on the market, which typically range from $300,000 to $2M. Its small size and low price make it accessible as a dedicated instrument in research labs and university chemistry departments. 2

3 Overview Goal: Utilize Cole-Parmer s direct marketing expertise and multichannel approach to generate interest and leads in the picospin -45 Benchtop NMR Spectrometer the world s first miniature NMR Reason: Increase awareness and drive incremental sales Channels used entire campaign in-house driven Print featured unit in the Cole-Parmer General Catalog, targeted mailings, and brochures Electronic product highlighted in s, web site, and search engine campaigns Social Media information and facts posted to Facebook, Twitter, Cole-Parmer Blog, YouTube, and Google+ Public Relations content released via press releases, articles, and trade journals Events promoted at trade shows, local road shows, demonstrations, and press conferences Customer Contact product training and Jingle Phone Result: Sales of picospin -45 have increased 580% YOY 3

4 Print Catalogs Catalogs are the main driver of sales and inquiries at Cole-Parmer United States Featured in the Spectroscopy section of the 2011/12 Cole-Parmer General Catalog Cole-Parmer Preferred Solutions Catalog 2011 & 2012 International 2011 International Preferred Solutions Catalog 2011 & 2012 Cole-Parmer India Catalogs 2012 Cole-Parmer Preferred Solutions China Catalog 4

5 Print Informational Sheets Brochures Versioned for global reach to increase our opportunities and reach around the world United States & International versions o 6 versions o 5 languages o English o Spanish o Czech o Lithuanian o Mandarin Handed out at trade shows, PDF version for and web site Q&A: Provides additional information and a reference material for customers and sales personnel 5

6 Electronic s Trade show announcements Single product focus with videos 12.26% CTR compared to 8.93% average CTR on other s Quarterly enewsletter: Technical article and featured product Article twice as many clicks as other articles Featured product second highest CTR compared to other products Featured product overall results 2.5 times the CTR of other featured products picospin product average CTR = 11.8% All other products average CTR = 4.8% 6

7 Electronic Web Vanity URL: ColeParmer.com/picospin Brand page set up with additional information for customers Videos product overview and seminar Print materials catalog pages, sell sheets, Q&A sheet, white papers Answer box questions answered by our experts to assist other customers in their query Product reviews 5-star review 7

8 Electronic Search Engine Optimization (SEO) & Pay-Per-Click (PPC) Driving additional sales through search engines including Google and Bing SEO Optimized keywords for higher ranking on search engines Ranked number one or two organically for select keywords Driving customers to Cole-Parmer websites globally PPC Campaigns set up globally to generate leads and revenue o USA o UK o Canada Return on investment of 8382% PPC SEO 8

9 Social Media Facebook Provide regular updates and reach a broader range of potential customers, including younger demographic Regular entries on newsrelated picospin items Video announcements & attachments Industry buzz Events including press conferences, trade shows, and demonstrations Fans: 913 globally Total potential reach: 643,948 9

10 Social Media Twitter Tweets sent to encourage participation in events and highlight new information Trade shows Before and after PITTCON 2012 demonstrations using #pittcon to draw larger audience Before and after ACHEMA 2012 demonstrations using #Achema2012 Information sharing Enhanced awareness Video announcements Blog posts Total followers:

11 Social Media Google+ Utilize channel for information sharing to our customers and International Dealer Network International Dealer Circle launched June Dealers to date Specialized communication channel for this third-party group Announce new videos for marketing Alerts for updated promotional materials Create community around the product, including sharing customer questions and following up with answers Public Circle Video announcements Events 11

12 Social Media YouTube Deliver additional information about picospin in an easy-to-understand format on both YouTube and ColeParmer.com Product overview video Showcases benefits & specifications Details specific markets Total views: 448 since June 2012 (ColeParmer.com and YouTube) Educational video with Dr. John Price, Inventor Why use NMR spectroscopy? In-depth presentation Technical data about spectra Total views: 259 since June 2012 (ColeParmer.com and YouTube) 12

13 Social Media Cole-Parmer Blog Highlight information and technical articles pertaining to the picospin -45 NMR Benchtop Spectrometer Blogs promoting picospin United Kingdom Biotech Sector Leads Europe Is There a Doctor in the House? Preparing for PITTCON 2012: See You in Sunny Florida! All About Food: Visit Cole-Parmer at IFT, June 11-14, Booth #8046 View the World s First Miniature NMR Spectrometer Affordable, Portable, and Easy to Use Readership: ranged from views 13

14 Public Relations Press Releases & Conferences Press releases issued to targeted media lists domestically & globally Product introduction and exclusive agreement releases in Q generated 99,235 impressions and 1,072 reads Global workshops release in Q generated 100,598 impressions and 745 reads Trade show campaign launch releases to media attending trade shows in Q (PITTCON) and Q (ACHEMA) Press conferences scheduled at key trade events PITTCON 2012 (US) ACHEMA 2012 (Germany) 14

15 Public Relations Media Relations Incite interest in this revolutionary new product, enhance awareness among reporters and editors, and generate buzz Press kits focused on picospin product Included releases, brochures, Q&A, and video Direct contact with trade media to catalyze interest and enhance exposure Completed phone campaign to increase press conference attendance Placed technical articles in trade press Conducted interviews with reporters and subject matter experts 15

16 Public Relations Case Studies/Articles & Advertising Case Studies/Articles Q&A interview with product developers in enews to customers Case studies written by product developers in global press, including Pharma Bio World India Editorial in trade show dailies, such as PITTCON Today Advertising 2012 space ads in Pharmaceutical Technology, Chemical Engineering, trade show dailies such as PITTCON Today and international publications Product spotlights in R&D and Lab Equipment magazines 16

17 Trade Shows United States PITTCON 2012 Featured in pre-show blast, PITTCON Today daily news Demonstrations held on Tuesday, March 13 o Invited attendees through o Poster in booth o Postcards handed out as reminder to attend Press conference held Monday, March 12 o sent out to media o Highlighted in PITTCON Today Received 100 leads for sales follow-up, both domestic and international (16% of overall leads) 17

18 Trade Shows International ACHEMA Demonstrations held on Tuesday, June 19 o Invited attendees through and at booth o Poster in booth o Postcards handed out as reminder to attend Press conference held Tuesday, June 19 o sent out to media Received 23 leads (9% of overall leads) Road Shows: Canada, India, China, UK, and Europe Developed poster for Dealer network to use at all shows (shown at right) India o 156 attendees at three seminar sessions o 276 attendees at additional seminar held at Oxford College of Science, Bangalore 18

19 Customer Contact Jingle Phone Scripts Recorded messages for on-hold inbound callers Promotional copy in script informed callers of product benefits and referred them to sources for more information Training Sessions More than 20 separate trainings held for customer contact teams Eight trainings for international locations and dealer network Varying depth of training based on job and required depth of knowledge 19

20 Summary The picospin -45 NMR Benchtop Spectrometer launch was an international, multidimensional, multichannel campaign which resulted in overall sales growth year to date of more than 580% 20

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