THE OBJECTIVE: The goals of this targeted marketing campaign are twofold: generate awareness of Varian’s FT-IR product offerings in three distinct application areas and uncover sales opportunities.
THE CHALLENGE: Compounding the significant challenge of limited brand awareness is the winding trail of FT-IR technology ownership as it moved from DigiLab to BioRad to Varian and now to Agilent.
THE RESULT: MOD.LS helped Varian, and then Agilent, develop a comprehensive, global marketing campaign that included three 20-page applications-focused microsites with technical content, e-seminars, and a registration form for lead collection. The microsites were translated into multiple local languages. We drove traffic to the information-rich sites via an aggressive online and print campaign with a call to action to win a $3,000 travel grant to attend a scientific meeting or visit an Agilent lab. The three microsites attracted more than 15,000 visitors generating more 2,000 grant registrations from a virtually untapped market.