The goal of the integrated campaign also served to reposition the company from a high-end, niche manufacturer into one offering a broad range of products.
"We had to blast out of the gate, create a lot of awareness, and make people believe Micro Motion could come out with a low-cost flowmeter," said Kathy Bee, manager of global marketing communications. The R-Series flow-meter was priced at $2,795, compared with a price range of $7,000 to $50,000 for existing Micro Motion products.
|Advertiser: Micro Motion Inc., Boulder, Colo.
Campaign: Launch of R-Series flowmeter
Objective: Generate qualified sales leads and actual sales for launch of new product, new brand positioning
Agency: NKH&W, Kansas City, Mo.
Budget: < $500,000
Media: Print, direct mail, Web site
Results: 1,477% ROI, 570% of 18-month sales goal at 12 months
"Micro Motion had an image as a little stodgy and arrogant," said NKH&W VP Brad Lang. "We wanted to position them as a friendly company and [dispel that stigma] a little bit."
That's precisely what the agency did with the creative. One print ad shows a suggestion box with a lit stick of dynamite on top, attached to a note, "Get a clue—we need Micro Motion for more applications!"
A key direct mail campaign targeted existing and pros-pective customers with a Harley-Da-vidson giveaway. Hot leads were then followed up through telemarketing and given to sales. The direct campaign had a close rate of 20% on leads generated, with a return on investment of 1,477%.