cole-parmer 2012 mcm award submission · search engine optimization (seo) & pay-per-click (ppc)...
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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) 327-5895
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About the picoSpin™-45 Benchtop NMR
Spectrometer:
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.
Introduction
About Cole-Parmer:
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.
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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 eMails, 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
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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
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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
eMail and web site
• Q&A: Provides additional information and
a reference material for customers and
sales personnel
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Electronic
eMails
• Trade show announcements
• Single product focus with videos
• 12.26% CTR compared to 8.93% average
CTR on other eMails
• 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%
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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
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Electronic
Search Engine Optimization (SEO) & Pay-Per-Click (PPC)
SEO
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%
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Social Media
• Provide regular updates and
reach a broader range of
potential customers, including
younger demographic
• Regular entries on news-
related picoSpin™ items
• Video announcements &
attachments
• Industry buzz
• Events – including press
conferences, trade shows, and
demonstrations
• Fans: 913 globally
• Total potential reach: 643,948
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Social Media
• 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: 647
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Social Media
Google+
• Utilize channel for information
sharing to our customers and
International Dealer Network
• International Dealer Circle –
launched June 2012 • 24 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
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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)
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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 165-400 views
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Public Relations
Press Releases & Conferences
• Press releases issued to targeted media
lists domestically & globally
• Product introduction and exclusive agreement
releases in Q1 2011 – generated 99,235
impressions and 1,072 reads
• Global workshops release in Q4 2011 –
generated 100,598 impressions and 745 reads
• Trade show campaign launch releases to
media attending trade shows in Q1 2012
(PITTCON) and Q2 2012 (ACHEMA)
• Press conferences scheduled at key trade
events
• PITTCON 2012 (US)
• ACHEMA 2012 (Germany)
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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
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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
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Trade Shows
United States
• PITTCON 2012
• Featured in pre-show eMail blast, PITTCON
Today daily news
• Demonstrations held on Tuesday, March 13
o Invited attendees through eMail
oPoster in booth
oPostcards handed out as reminder to attend
• Press conference held Monday, March 12
o eMail sent out to media
oHighlighted in PITTCON Today
• Received 100 leads for sales follow-up, both
domestic and international (16% of overall
leads)
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Trade Shows
International
• ACHEMA
• Demonstrations held on Tuesday, June 19
o Invited attendees through eMail and at booth
o Poster in booth
o Postcards handed out as reminder to attend
• Press conference held Tuesday, June 19
o eMail 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
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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
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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%