Polysciences Draws a Winning Campaign

Share this content:
Business-to-business marketers of high-tech equipment frequently struggle with how to liven up campaigns for specialized and often complex-sounding merchandise. For Polysciences Inc., Warrington, PA, the way to stand out from the crowd of ordinary technical messages came from an animated character named Doctor Dan.


The company manufactures laboratory products for scientific and industrial applications. One of its latest introductions is NoSweep, which anchors the wires in place in semiconductor chips immediately after the bonding process. This helps improve the reliability of the chips.


To introduce NoSweep to potential customers, Polysciences created its first direct mail campaign ever at a cost of $9,000. The effort aimed to generate leads by instructing those interested in learning more about NoSweep to visit a Web site where they could request information about the product. A secondary goal of the mail piece was to create awareness of NoSweep's ability to solve sophisticated semiconductor manufacturing problems.


Polysciences worked with BTB marketing company Schubert Communications, Downingtown, PA, to develop the campaign.


Various strategies were considered before Polysciences decided upon Doctor Dan. A straight product offer was eliminated because the target audience was unfamiliar with the company. The marketing team also considered highlighting the product's unique chemistry, but rejected this idea because potential buyers are from the electronics field and are not chemists.


The company decided to use a happy-looking animated character in a white lab coat who has disheveled yellow hair and eyes that stand out from behind thick-rimmed glasses. Doctor Dan was chosen for the ability to attract attention and stand out from the usual high-tech images used by competitors while projecting Polysciences as a skilled, customer-service-oriented vendor.


A postcard was chosen as the campaign's main vehicle because it is the most cost-efficient method for delivering a powerful, yet straightforward message, according to Schubert. The marketing agency also created a Web site, PSIinfo.com/51, to track results.


The front of the 6-by-9-inch postcard features Doctor Dan, who is holding a semiconductor chip in one hand and several tubes in the other. Copy at the top of the card reads: "End Wire Sweep Today With breakthrough NoSWEEP encapsulant technology."


Below Doctor Dan's right elbow, the card reads: "Doctor Dan says: We worked with Kulicke & Soffa to develop an encapsulant that enables new complex packaging geometries while increasing reliability and yield." An image of a NoSweep ring is also used.


The back of the card mentions details about NoSweep and directs recipients to PSIinfo.com/51 or an 800 number. Doctor Dan also appears on the Web site.


The piece mailed June 14 to 4,450 senior managers in production, quality control or engineering at semiconductor packaging companies. The mailing list came from a global semiconductor electronic trade publication. Since Polysciences has an office in Eppelheim, Germany, half of the postcards were mailed to international destinations. The total number of responses so far is 137.


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above