MPM CORPORATION

The Challenge: Within a three-month period, create an aggressive communications program to introduce a new technology to the marketplace.

Product: Adhesive deposition technology for use in the assembly of printed circuit boards.

Program Development:

The program began with a teaser ad campaign that was placed in trade publications prior to the Surface Mount International trade show. This was followed by another full-page trade advertisement announcing the new technology which was in turn supported by a direct mail brochure that provided additional technical information.

As a response mechanism to the direct mail brochure we created a CD-ROM.  As this was MPM’s first exposure to using an interactive medium, we worked as a team to produce an extensive body of technical information covering all aspects of the new technology as well as a comprehensive overview of the company and its products and services. That was also supported by a website and social media.

Further supporting these elements, were public relations efforts that included the announcement of the technology to the trade press, organization and scheduling of MPM’s press conference and all pre and post show public relations.   These activities, which served to provide the client with comprehensive editorial coverage, were further aided by the development of technical white papers and ghosted feature articles for the trade press.

Results:

According to MPM’s VP of Marketing, the direct mail response achieved a return rate of 37 percent.