Although still attractive by scanning electron microscope (SEM) standards, ASPEX Corporation’s EXpress bench-top SEM got a facelift and a complete internal makeover—and the result turned their old model into a supermodel that garnered some well-deserved attention in the field.
ASPEX, an FEI company and a supplier of automated SEMs for industrial, manufacturing and academic applications, looked to its agency of record, Pipitone Group, to launch its new-and-improved EXpress microscopy system with an integrated campaign that would increase awareness and drive sales of the new SEM.
PG’s first step in making the strategic recommendations was to conduct a series of due diligence interviews with some of ASPEX’s current customers about their uses for and opinions of the current EXpress SEM. Their feedback showed that the ASPEX brand had excellent name recognition and an outstanding reputation for customer service, but that awareness of the product name itself needed a boost.
To generate awareness of the new SEM and immediately differentiate the new model from its predecessor, Pipitone Group recommended renaming the instrument. To do that, PG had to find out what made it different from the previous model as well as similar competitor products.
One of the major upgrades to the EXpress was the addition of a proprietary technology that enables dramatic gains in sensitivity and productivity, literally making it the fastest automated SEM on the market. That exponential increase in speed and efficiency formed the basis for both the campaign’s tagline, “By the Power of X,” and the renaming strategy, changing the bench-top SEM from EXpress to EXpressX.
Other elements integral to the integrated campaign included:
Advertising - A comprehensive media plan with a mix of print and online trade journals was developed. Full-page, full-color ads as well as prime-position banners and boxes featured creative copy and dramatic photography.
Public relations - Already on the media’s radar as thought-leaders in SEM technology, news release distribution and editorial outreach of this new product’s launch garnered further and widespread coverage, including media-reported stories, and contributed articles and guest blogger posts by key ASPEX experts.
Website enhancements - The singular call to action for paid and earned placements drove traffic to a central landing page where ASPEX target audience could download a whitepaper showing them how to utilize the new technology to increase profitability. Additional upgrades to the home page, product page and other critical site pages not only reflected the campaign’s look, their on-page search engine optimization using campaign keywords helped ensure increased traffic even if the target audience wasn’t exposed to the Ad/PR portions of the campaign.
Collateral - A four-page, full-color product brochure that features dramatic photos of the SEM, a host of technical data, and a bulleted benefits list, in a design complementary to the entire campaign. Used as a leave behind by the sales force, the brochure was also distributed at an international trade show.
Positive Results - The campaign was launched in August. Since the launch, the campaign has seen:
· Hundreds of earned placements in print and online increasing both awareness of the product and credibility of “the Power of X” message
· A 15 percent increase in month-over-month site traffic
· A significant uptick in conversions via form completions in August, 40 percent of which were from the EXpressX campaign, and 42 percent of which resulted in EXpressX campaign whitepaper downloads
· A pipeline full of leads for ASPEX’s inside sales team to qualify and turn over to external sales team members to help them efficiently and effectively sell this revolutionary new product.
Pipitone Group has been proud to work with ASPEX Corporation: from a complete brand identity transformation and brand building campaign in 2011 to new product launches and ongoing thought-leader positioning in 2012. Stay tuned and see what the combined ASPEX-PG team has in store for 2013.