Volume 2 - August, 2003

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 or check out our web site: www.bhaadvertising.com.

Marketing Menu – articles of interest in this month’s issue
  • Marketing News – "How to Select a Magazine for Your Target Market"
  • What’s News at BHA
    • Family of fractional page ads for industrial markets
    • Direct mail to buyers of gas analysis systems
    • Trade show graphics enliven small regional conference


Marketing News —

How to Select a Magazine for Your Target Market
The primary goal in advertising is to reach your target market. But how do you know which magazine to place your ad? One way is to review the publication BPA annual audited circulation statement.

BPA International is an independent, not-for-profit organization supported by publishers, advertisers, and advertising agencies. Its mission is to be the industry resource for verified audience data and media knowledge.

To read the entire article, click here.


What's News at BHA —

Family of fractional ads for industrial markets

United Electric wanted to promote selected products that had unique selling advantages or were geared to applications with strong growth potential. These products were mechanical pressure switches for OEMs and oil platforms, electronic pressure switches for general, plugged port and pumping applications, transducers, and temperature sensors for OEMs and end users. The markets ranged from oil industry, water and waste, equipment manufacturers and users of industrial equipment.

BHA designed eight 1/3 page 2C and 4C advertisements that have a common look. All the headlines appear in a red bar with a product identifier above the bar. They have large application photographs and small black and white product photographs.

United Electric has experienced greater lead activity since their 2003 advertising program has started. Their web site traffic has increased, they’ve received phone calls for specific applications mentioned in the ads, they’re logging in more product specific emails and obtaining more traditional bingo card leads than when they ran a full page advertising program in 2001.


Direct Mail to Buyers of Gas Analysis Systems

Pfeiffer Vacuum wanted to increase sales of gas analysis systems by targeting company R&D labs, universities and government facilities.


Barbeau-Hutchings produced a two-color mailer to promote gas analysis and energy analysis systems. A photo of the International Space Station was used as a design theme on the cover of the muliti-fold mailer because a modified version of a Pfeiffer Vacuum gas analysis system is scheduled to be used on the space station. A NASA anti-gravity pen was used to increase response and solicit demonstrations.


This mailer has been printed twice and has been used in 2002 and 2003. Pfeiffer Vacuum can attribute orders that have occurred directly from the mailer.


Trade Show Graphics Enliven Small Regional Conference

To communicate Tosoh’s product offering to scientists and engineers attending IITC (International Interconnect Technology Conference). The objective was to produce graphic panels that were informative and graphically appealing.

BHA produced graphic panels that followed the creative theme of Tosoh’s product brochures. A central graphic panel focused on positioning the company and displaying the range of capabilities including, applications, products, technology and worldwide resources. The smaller panels focused on specific products or technologies and displayed more useful information.

Potential customers visited the Tosoh booth to discuss new products. In particular, there was interest in Ruthenium material and the Sputter Sentry PVD process monitor.


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



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