October 2005


Welcome to Barbeau-Hutchings newsletter, Marketing Menu. Marketing Menu will keep you up-to-date on the latest advertising information and recent marketing projects that BHA has produced. To learn more about any of these projects please contact creative_solutions@bhaadvertising.com. If you would like to see previous versions of the BHA Newsletter click here www.bhaadvertising.com/menu.html.

Marketing Menu – articles of interest in this month’s issue
Marketing News – Market Research: How well do you know your customer?
What’s News at BHA
  • Size doesn’t matter when it comes to RF power supplies
  • Are you sure you haven't sprung a leak?
  • How do you solve your application concerns direct mail program
Marketing News —

Market Research - How Well Do You Know Your Customer?
Market research should be a key aspect of your business. Knowing about your customers, potential customers, your competitors and the marketplace environment will position your company to be competitive for business. Determining if there is an expanded market for your products or services is the most critical part of your business planning. Market research helps you to identify opportunities within the market place.
To read the entire article, click here.

What's News at BHA —
SIze doesn't matter when it comes to RF power supplies

Objectives
Comdel, a manufacturer of RF (radio frequency) power supplies was looking for an approach to promote their new line of compact power supplies. The Comdel CB Series offered the same reliable power as Comdel full sized units but in a much more compact package. Competitive compact units have proven to be unreliable.


Solution
BHA designed a four color, 2/3-page ad that had common design elements as other Comdel ads and other marketing tools. The creative message focused on reliability and compact design. The ad was then converted into a direct mail piece that was used as both Semicon Europa and Semicon West.

 

Checking leaks in Quality and Vacuum: Are you sure you haven't sprung a leak?

Objectives
In 2004, Pfeiffer Vacuum wanted to improve their perception as experts in the helium leak detection market. A paper had been writen about calibrating helium leak detectors. It is important to people using leak detectors in checking leak tight products and verifying equipment performance.


Solution
Working with the editors and publishers BHA was able to get the article placed in two magazines that each had distinct audiences. Normally, an article will only get published in one publication but both publications agreed that there was very little circulation overlap. Vacuum Coatings and Technology published it in February 2004 and Quality Magazine used it in June in an issue focused that was on nondestructive testing.

 

How do you solve your application concerns direct mail program?

Objectives
Mykrolis produces a wide range of products that are used to filter and control the flow of gases and liquids in the semiconductor industry. BHA was given the task of increasing name and brand recognition, and at the same time promoting the specific applications withthe associated products.

Solutions
BHA created a series of direct mail pieces, which were sent out over five consecutive months. Each mailer was aimed at a different application, and each promoted the products that were relevant to the application. The mailers carried a common design theme, name theme "Mykrolis. We're There." and the range of applications that Mykrolis serves.

Results
The mailers along with the overall media campaign reinforced the company name recognition, but the direct mail program expanded the markets knowledge of how Mykrolis can solve customer application/product needs.

 


Barbeau-Hutchings has been helping clients define the right strategy for over 20 years.


Barbeau-Hutchings Advertising, Inc.

30 Controls Drive • Shelton, CT 06484
Tel: 203-926-0040 • Fax: 203-926-0092

71 Gulch Lane • Silver City, NM 88061 (505) 313-7504

creative_solutions@bhaadvertising.com

www.bhaadvertising.com

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