This is a scanning electron microscope that fits on a laboratory bench. It is made by Hitachi High Technologies (HHT) and is comparable in price to a top-end optical microscope. HHT used PR and web marketing to bring this instrument to the attention of the optical microscopy market.They established their technical credibility in a new market using PR to target the right journals and to build awareness of the Hitachi brand.They used web marketing to target the problems that optical microscope users at the leading edge of the technology were experiencing and offered them a solution they were not aware of previously.Sales are increasing to the established SEM user base and high-end optical microscope users.Contact Eileen for a list of journals you should have your content in, or forthcoming features that match your keywords, or send her a press release that is not getting published, and she will tell you how to make it more acceptable to editors.
Author Archive for chrisbose
Precision-Optical Engineering (P-OE) designs, develops, and tests optical components (eg lenses) and sub assemblies for use in the visible, infra-red and microwave regions of the spectrum. P-OE also offers a comprehensive, precision diamond turning service and manufactures infrared interferometers used for routine quality monitoring of optical components and systems.
Why they approached us
POE was looking for an agency that could understand its products and services and could work alongside existing members of the POE team to help promote the company.
What we do for them
In Press carries out a pro-active press relations campaign in the trade and technical journals.
Business benefits
The PR campaign has raised and maintained POE’s reputation as an innovator.
Problem: Meech-Static-Eliminators, manufacturers of static control products, needed to promote an understanding of the ways in which their products work, and of how customers have used their products to solve particular problems.
Solution: To place feature-length articles covering a range of topics from particular customer applications to general overviews and topical environmental concerns.
Client Benefit: 9 articles, all over 1,000 words in length, were placed in under 10 months, raising Meech’s technical credibility and profile as a problem-solver.
Overview: Hitachi was launching a new range of electron microscopes, and needed to dispel rumours put about by the competition that their products were becoming prohibitively expensive and that they were cutting down the overall number of microscopes they could provide.
Solution: An intense 3-month campaign built around an “Exploding the Myths…” strap line, using an innovative advertising campaign, a direct mail offer and a special newsletter edition.
Client Benefit: The direct mail offer resulted in a 25% take-up rate for the free CD. The CD was highly regarded in university departments and has become a standard teaching tool.
This publicity campaign, linked to a pro-active PR campaign, turned around market perception within 3 months.
In Press is pleased to announce that Applied Scintillation Technologies Ltd has signed a years’ contract with In Press’s PR service.
The company, based in Harlow, supplies innovative imaging and detection products using the latest phosphor and scintillation technologies to a worldwide customer database.
In Press will be using its technical know-how and contacts with the editors of the trade and technical journals to raise awareness for the company and its products throughout its target markets.
Overview: Tri-Ark needed to raise corporate and product awareness in order to retain repeat business and to generate new business.
Solution: A 3-step strategy of
- re-designing the corporate identity as expressed on all company communications from letterheads to packing-box sealing tape
- re-designing and developing the company’s website
- carrying out a targeted technical PR campaign
Client Benefit: Traffic to the website greatly increased. Rise in sales leads generated. Rate of quotations issued raised by a factor of 4. At least 10 new clients won as a direct result of marketing initiative.
Problem: Meech International, a leading manufacturer of products controlling static throughout industry, opened its first office in China, and needed to develop and execute a marketing strategy in this region.
Solution: Close liaison with the China/British Trade Council to provide a platform for negotiations with the leading trade and technical publisher in China, enabling the launch of targeted programme of advertising and PR both within China and throughout the Asian market.
Client Benefit: Planning for the campaign started in December 2004. The first coverage was seen in both English and Chinese on the industrysourcing.com website in January 2005, increasing Merech’s profile in mainland China