Using targeted marketing communications strategies and focused content to drive demand and increase sales for OEM technology products and construction tools

1. Creating dynamic communications
strategies and content to excite customers,
drive sales, and enhance the company
brand
Case studies for
MicroE Systems
GSI Group
ZipWall
Will Manning
B2B marketing and
communications strategy

2. Will Manning
MicroE Systems-
Establishing technology leadership in a mature market
An upstart with disruptive technology needed to get noticed fast. OEM
design wins took a year or more and they needed to fill the pipeline with
qualified prospects.
Targeting OEM design engineers, they broke through competitive noise and
started getting specified in high-performance motion control systems.
The solution included print advertising with humor and a bit of attitude,
thought leadership pieces, feature articles, case studies, sales collateral, a
compelling website and more…

3. Will Manning
MicroE Systems
 KEY GOAL: Drive demand and OEM sales, Establish MicroE as the technology
leader
 TARGET AUDIENCE: Motion control design engineer
 PRODUCT: High resolution linear and rotary encoders, media writers
 POSITIONING: Upstart / innovator offering disruptive technology
 DIFFERIENTIATORS/FEATURES: Highest resolution, high speed, smallest size,
easiest setup
 DEMAND GEN.STRATEGY: Use the superior technology of the Mercury and
ChipEncoder lines to reinforce technology leadership and brand positioning.
Multi-channel approach: Print, online, outbound, web conversion, thought
leadership content, PR, Case studies, newsletter, sales collateral, trade shows,
interactive tools

4. Multi-channel strategy targeting OEM engineers
Trade print campaign: “Wish I’d thought of that.”
Poking fun at famous inventors who overlooked the motion feedback encoder.
Will Manning:
MicroE Systems

5. Multi-channel strategy targeting OEM engineers
Online, outbound, web conversion, thought leadership content,
PR, case studies, newsletter, sales collateral, trade shows, interactive tools
Will Manning:
MicroE Systems

6.  RESULTS: Tripled sales- $5,000,000 to $15,000,000
 Broadened customer base worldwide, grew marketing database to 14,000 contacts
 Led to acquisition
Will Manning:
MicroE Systems

7. The company that invented optical scanning technology was in trouble. Over the
years, competitive pressure, quality problems and disappointing customer service
threatened its future. It had to reverse the decline, quickly.
The turnaround hinged on getting OEM design engineers to adopt their new
technology platform for high-performance laser marking, materials processing,
medical diagnostics and other applications.
The solution involved print and online advertising to position the Lightning platform as
the as the next revolution in optical scanning technology. Thought leadership pieces,
feature articles, case studies, sales collateral a compelling website described the
advantages, and a high profile exhibit at major shows in the US and Europe gave
engineers a first hand look…
Will Manning:
General Scanning - Product launch to reestablish
technical leadership, drive demand, drive sales, and
reinvigorating the brand

8.  KEY GOAL: General Scanning- Drive OEM demand and sales, reestablish brand
leadership
for the segment
 TARGET AUDIENCE: System design engineers - Applications include: material
processing, semiconductor processing, medical diagnostics and treatment, projection
 PRODUCT: Scan heads and galvo motors
 POSITIONING: Technical leader, superior performance
 DIFFERIENTIATORS: Enable optimal combination of speed and accuracy for laser
beam steering
 FEATURES: 4th gen. galvo motor, 2nd gen. digital servo driver, exclusive TuneMaster
software
 DEMAND GENERATION STRATEGY: Use the launch of Lightning digital scanner
platform to reinvigorate the brand and drive OEM sales opportunities. Multi-channel
approach: Print, online, web, outbound, PR, trade shows, thought leadership content,
sales collateral
Will Manning:
General Scanning

9. Multi-channel strategy targeting OEM design engineers:
Trade print campaign- Launch of Lightning platform and M-Power galvo motor
line
Will Manning:
General Scanning

10. Multi-channel strategy targeting OEM design engineers:
online, outbound, web, PR, trade shows, thought leadership content, sales
collateral
Will Manning:
General Scanning

11.  RESULTS: Generated over 2000 qualified leads
 Reversed negative perception, Lightning platform is now the technology flagship
 Increased sales 22%
Will Manning:
General Scanning

12. ZipWall invented the first easy-to-use dust containment system for contractors.
But clouds were looming on the horizon. The economy was softening and sales were
leveling off.
While commercial renovation was stable, residential construction was entering the worst
downturn in history. Remodeling contractors were fighting to stay alive. A low cost dust
containment solution was needed for this market, but would it cannibalize sales of high
end commercial products?
The solution, conduct research to confirm the need for a low cost system. Then, execute
a high-profile launch to contractors and dealers to drive demand, including: Print, online,
outbound, social, video, PR, thought leadership content, trade shows, dealer training
and support, POS, website, and interactive/online tools.
Will Manning:
ZipWall - Launching a low cost product to drive
demand and revenue without cannibalizing high-
end product sales

13.  KEY GOALS: Increase revenues, grow dealer base, drive contractor demand, strengthen
the brand. The following product launch was one element in the overall marketing strategy
to grow the company
 TARGET AUDIENCE: Remodeling contractors across vertical industries
 PRODUCT: Dust containment system and disposables
 POSITIONING: Best containment tool for the quality-conscious contractor
 DIFFERIENTIATORS: Fastest setup, reduces costs, pro-tool, increases customer
satisfaction, enhances reputation
 FEATURES: One person setup, spring loaded for stability, Heights to 20’, seals without tape
 DEMAND GENERATION STRATEGY: Build the brand through thought leadership content,
testimonials, etc. Drive sales to dealer network using muli-channel communications strategy
Multi-channel approach: Print, online, outbound, social, YouTube, PR, trade shows, POS,
web conversion, interactive/online tools, thought leadership content
Will Manning:
ZipWall

14. Launch of low-cost pole product - The ZipPole
KEY GOALS: Enter low-end segment, grow without cannibalizing existing product sales
 MARKET RESEARCH: Documented price resistance, size of opportunity, risks
 POSITIONING: Designed for residential contractors (less sturdy than commercial),
delivers ZipWall performance at a lower price point
 DIFFERIENTIATORS: Fastest setup, reduces costs, pro-tool, enhances reputation
and increases customer satisfaction
 FEATURES: same core feature set, but lower 10’ working height
 DEMAND GENERATION STRATEGY: Appeal to need for cost savings, critical in
the 2009 2010 economy. Multi-channel approach: Print, online, outbound, social,
YouTube, PR, trade shows, POS, web conversion/interactive tools, thought
leadership content
Will Manning:
ZipWall

15. Launch of low-cost pole product - The ZipPole
 Market research indicated large unmet opportunity
 Significant price resistance
• 64% use no dust containment or use alternative
methods
• 76% said the ZipWall Extension Pole System (EPS)
was too expensive
Will Manning:
ZipWall

16. Launch of low-cost pole product - The ZipPole
Driving demand: Sales collateral, promotions, web, video
Will Manning:
ZipWall

17. Will Manning:
ZipWall
Launch of low-cost pole product - The ZipPole
Driving demand: Outbound, online, offline, social, PR, POS, YouTube, trade
shows

18. Launch of low-cost pole product - The ZipPole
RESULTS:
 Web traffic increased 25%
 ZipPole gained broad acceptance among dealers and residential
contractors
 ZipPole sales grew to over $2,000,000…
Overall revenues increased from $5,000,000 to $13,000,000
Will Manning:
ZipWall

19. Will Manning
B2B marketing and
communications strategy
Background:
Marketing experience: 20+ years B2B & B2C marketing and
communications
Education: Degree in electrical engineering
Industry experience: Semiconductor manufacturing, electronic
components/systems, software, industrial equipment, medical equipment &
devices, consumer goods
Favorite marketing activities
Solving strategic and tactical marketing challenges
Driving customer engagement and sales