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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

[email protected]

(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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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

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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

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

Facebook

• 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

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: 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%