Highlights:
4 times more qualified leads than projected
Signed-up North American and European distributors
Established as a technically credible source among industry professionals and media
Product won two awards within nine months of launch
Pixelmetrix Corporation is a Singapore company that provides digital video test instruments to TV broadcast engineers. Their need was to successfully launch their initial product into North America within four months of engaging Hale! Marketing, and to follow-on six months later with a second launch into Europe. With no marketing resources other than a VP Marketing and assistant, and because of the extremely tight time line, Pixelmetrix chose to outsource all marketing activity.
With the approach of NAB, one of the largest broadcast shows in North America, and the threat of significantly larger competitors, Hale! Marketing had to generate enough noise in the market within the one month prior to the show and ensure that hot prospects visited the Pixelmetrix booth to view their new flagship product.
Our planning process began with a single discovery meeting in Vancouver. We constructed a one-year marketing plan to cover both major launches, complete with detailed schedules and budgets, then in Singapore worked through the plan with Pixelmetrix. Planning included considerable research and we were able to meet key customer prospects at various broadcasting stations to determine if our audience assumptions were correct.
All aspects of the launch were handled by Hale! Marketing, from vendor selection and management to complete financial control within the pre-determined budget. The marketing tactics chosen included a major trade show (including custom booth design, trade show logistics, and staff training), a tiered direct mail program, selected press activities including a press tour across North America, article creation and placement, a special event created for key prospects, advertising in strategic trade publications, and associated marketing and product materials. Only two meetings were held with the client and all aspects of the complex, multi-component launch were handled by Hale! Marketing.
The launch was very successful. All deadlines were met. Pixelmetrix received four times more qualified leads than anticipated, and channel representatives were signed on at the first trade show appearance. The show generated a high demand for on-site product demonstrations, and key publications regularly requested technology articles and interviews with Pixelmetrix.
