Scanning Electron Microscop... - Lambda Photometrics

PHENOM Marketing Meeting 

Lambda House, 6 th April 2009 

Attendees: 

Graham Couch Area Sales Manager, Phenom FEI Company 

Dan Fineberg Marketing Director FEI Company 

Ken Middleton Sales Manager Lambda Photometrics 

Daniel Jeffery Marketing Manager Lambda Photometrics 

Agenda: 

1. Phenom content on www.lambdaphoto.co.uk 

a. Home page featured product 

b. Press Release 

c. Product page 

2. Google Adwords campaign 

a. Ad content 

b. Keywords 

3. Emailshot review content (2,552) 

4. M&A banner 

5. Exhibitions 

a. EMAG booth 

b. Review of other exhibitions 

6. Other 

a. Azonano & Azom Phenom product page 

b. Access to promotional materials (high res images, quark files, pdfs etc) 

c. AOB 

Lambda Photometrics Ltd Lambda House Batford Mill Harpenden Hertfordshire AL5 5BZ United Kingdom 

E: info@lambdaphoto.co.uk W: www.lambdaphoto.co.uk T: +44 (0)1582 764334 F: +44 (0)1582 712084 

A Polytec PI Company Registered Office: Lambda House Batford Mill Harpenden Hertfordshire AL5 5BZ Registered in England No: 1332370 

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Lambda Photometrics 

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HOME PRODUCTS APPLICATIONS PRESS RELEASES INFO CONTACT US 

News 

Introducing the 

Phenom desktop 

Scanning Electron 

Microscope 

27 Mar 2009 

Xenon Corporation 

has appointed Lambda 

Photometrics Ltd 

13 Mar 2009 

New PHOENIX1400 

Benchtop Tunable 

laser from LUNA 

Technologies 

11 Mar 2009 

Prosilica introduce the 

NEW GC780/GC780C 

Low Cost Camera 

9 Mar 2009 

New Broadband Fibreto-Fibre 

Isolators for 

the SLED Market 

6 Mar 2009 

RSS News Feed 

Blog 

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to subscribe to our 

newsletter 

Welcome to Lambda Photometrics 

Lambda Photometrics is one of the UK’s leading distributors of Lasers, Optics, Fibre 

Optics, Electronic Instrumentation, Surface Metrology and Machine Vision products. 

We are the UK & Ireland representative for over 40 world-class manufacturers of 

products that represent the cutting edge of technology & innovation. 

Introducing Phenom: The desktop Scanning Electron Microsope 

Popular Products: 

1. Nd:YAG lasers 

2. Zygo NewView 7000 

3. High Speed Cameras 

4. Laser Power & Energy Meters 

5. Optical Components 

We are pleased to introduce the Phenom desktop 

Scanning Electron Microscope from FEI Company. 

The Phenom is the world's first personal electron 

microscope and offers incredible features and a 

breath-taking user interface at an affordable price. 

Features include: 

20 to 24,000x magnification 

30 second sample loading time 

Up to 30 nm resolution 

2048 x 2048 pixels 

Perfect for Pharmaceutical, Forensics, Materials 

Science and Life Sciences applications, why not 

contact us today for a demonstration . 

Top Searches: 

1. Thermocouple monitor 

2. DG535 

3. PID controller 

4. Prosilica 

5. LDC501 

Home | About Us | Contact Us | Site Map | RSS Feed | Blog 

Copyright © 2009 Lambda Photometrics Limited 

Lambda Photometrics Lambda House Batford Mill Harpenden Herts AL5 5BZ United Kingdom 

T: +44(0)1582 764334 F: +44(0) 1582 712084 E: contact@lambdaphoto.co.uk 

2

Phenom desktop SEM now available from Lambda Photometrics Ltd by... 

http://localhost/press_releases/200705 

1 of 2 30/03/2009 13:34 

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Phenom desktop SEM now available from Lambda 

Photometrics Ltd 

3 April 2009 

We are pleased to annouce that Lambda Photometrics Ltd has been appointed 

as UK & Ireland distributor for the Phenom Desktop Scanning Electron 

Microscope SEM from FEI Company. 

The Phenom is perfectly suited to a broad range of 

applications and bridges the gap between optical and 

electron microscopy. 

Featuring a breath-taking touch screen user interface 

that provides never lost navigation, Phenom is a high 

resolution desktop imaging tool providing 20 to 

20,000x magnification. 

Phenom provides high throughput with only 30 

seconds to data and is extremely easy to use; Phenom 

user's go from novice to expert in a matter of minutes. 

Its design ensures it can handle a wide range of samples with minimal preparation 

and samples are loaded instantly with Phenom's patented vacuum technology. High 

resolution electron and optical images are saved on a USB memory stick for off-line 

analysis, measurements and distribution. 

We have a Phenom now available for demonstration, either at your site or at our 

demonstration facility in Harpenden Hertfordshire, so why not contact us today to 

book your demo 

About FEI Company 

FEI Company is the world leader in pioneering technologies and applications that 

deliver imaging solutions for 3D characterization, analysis and 

modification/prototyping with resolutions down to the sub-Angstrom level. With a 

60-year legacy of technological innovation and leadership, FEI has set the 

performance standard across TEM, SEM and DualBeam categories with its Titan, 

Magellan and Helios product families. 

FEI Company Website 

Latest Press Releases 

1. Phenom desktop SEM now available from Lambda Photometrics Ltd 

2. Xenon Corporation has appointed Lambda Photometrics Ltd 

3. The new PHOENIX1400 Benchtop Tunable laser from LUNA Technologies 

4. GC780/GC780C New Low Cost Gigabit Ethernet Camera 64 fps from Prosilica 

5. New Broadband Fibre-to-Fibre Isolators for the Super-Luminescent Light 

Emitting Diode (SLED) Market 

3

Scanning Electron Microscope by Lambda Photometrics 

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Product List 

You are here: Products » Scanning Electron Microscope 

Scanning Electron Microscope: Phenom desktop SEM 

The Phenom Desktop SEM is a high-resolution 

electron microscope that is fast, affordable, and 

easy to use. Its innovative touch-screen user 

interface and control knob let you quickly produce 

high-quality electron microscope images with 

minimal training. 

Fastest time to data with 30 second 

sample loading 

Multi-mode detector for topographic 

imaging 

Motorized stage for easy navigation 

Low vacuum designfor a wide variety 

of samples 

Contact us today for a demonstration! 

Features Specifications Images Applications Downloads 

Compact system 

Phenom is a compact, easy to use and affordable 

desktop Scanning Electron Microscope (SEM). 

Its innovative touch-screen user interface and 

control knob let you quickly produce high-quality 

electron microscope images with minimal training. 

Images are saved on a USB memory stick or network 

storage location for off-line analysis, measurements 

and distribution. 

Easy to use sample holder 

Phenom's easy to use sample cup holds the sample 

and positions it at the correct height for imaging. 

Once the sample cup is positioned and the door 

closed, the sample is automatically loaded and an 

optical image of the sample is shown on the touch 

screen. 

Time from sample load to electron imaging is less 

than 30 seconds! 

Touch screen - never lost navigation 

Phenom's innovative touch screen user interface lets 

you quickly produce high-quality electron microscope 

images with minimal training. 

The user can simply navigate around there sample 

by touching the areas of interest on the screen4



1 of 2 05/04/2009 17:16 

About Us | 

Events | 

Service | 

Site Map | 

RSS Feed | 

Blog 


Products 

Lasers 

Optics 

Spectroscopy 


Fibre Optics 

Zygo 



Metricon Film 

Thickness & 


Measurement 

Temperature 

Measurement & 

Control 


Systems 







Product List 












imaging 



of samples 



System 

Imaging Modes 

Light Optical 

Electron Optical 

Imaging module, touch screen monitor, Rotary knob, 

diaphragm vacuum pump, power supply, USB 2.0 flash 

drive 

Magnification fixed: 20x 

Magnification range: 120x to 20,000x (Digital zoom: 

12x) 

Illumination 

Light Optical 


Digital Image 

Detection 

Light Optical 


Selectable axial and off-axis LEDs 

Long lifetime thermionic source (5kV accelerating 

voltage) 

Color CCD Camera 

High Sensitivity Backscatter Electron Detector 

(Compositional andTopographical modes) 

Image Format 

Image Resolution 

Data Storage 

JPEG, TIFF, BMP 

456x456, 684x684, 1024x1024 and 2048x2048 pixels 

USB 2.0 Flash drive 

Sample Stage 

Sample Size 

Computer controlled motorized X and Y 

25mm (dia) x 30mm (h) 

5



1 of 2 05/04/2009 17:17 

About Us | 

Events | 

Service | 

Site Map | 

RSS Feed | 

Blog 


Products 

Lasers 

Optics 

Spectroscopy 


Fibre Optics 

Zygo 



Metricon Film 

Thickness & 


Measurement 

Temperature 

Measurement & 

Control 


Systems 







Product List 












imaging 



of samples 



Below are some sample images taken with the Phenom. 

Fruit fly foot 

Stent porosity 

6



1 of 2 05/04/2009 17:17 

About Us | 

Events | 

Service | 

Site Map | 

RSS Feed | 

Blog 


Products 

Lasers 

Optics 

Spectroscopy 


Fibre Optics 

Zygo 



Metricon Film 

Thickness & 


Measurement 

Temperature 

Measurement & 

Control 


Systems 







Product List 












imaging 



of samples 



Metallurgical applications 

Phenom takes metallurgical imaging to anew level of clarity. It can be used to 

perform microstructural analysis of metals to identify variances that occur after heat 

treatment, as well as to determine composition and stress distribution. Phenom’s 

optical color image can be used as a reference image. For failure analysis of 3D 

objects, Phenom’s large depth of focus can show the fracture origin and fatigue 

features. 

Pharmaceutical industry 

As critical dimensions continue to decrease in the pharmaceutical and chemical 

industries, optical microscopes no longer have adequate resolving power to image 

these structures. With an ultimate resolution of 30nm, Phenom will clearly identify 

and compare the morphology of fine particles or deposits for new formulations. 

Manufacturing process and quality control 

Phenom’s high resolution imaging makes iteasier to detect errors in process and 

quality control checks. Its large depth of focus enables technicians to image new 

materials and compounds that are not visible with optical microscopes. As 

manufacturers move to smaller dimensions, Phenom’s images can be used to 

maintain narrower processing parameters. 

Research & Development 

With its ease of use and low cost of ownership, Phenom is an ideal tool for research 

environments. Technologists can use its resolving power and large depth of focus to 

clearly visualize the characteristics of new materials in their efforts to develop 

innovative products and systems. 



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1 of 1 05/04/2009 17:18 

About Us | 

Events | 

Service | 

Site Map | 

RSS Feed | 

Blog 


Products 

Lasers 

Optics 

Spectroscopy 


Fibre Optics 

Zygo 



Metricon Film 

Thickness & 


Measurement 

Temperature 

Measurement & 

Control 


Systems 







Product List 












imaging 



of samples 



Phenom brochure 

Phenom specifications 

Phenom Movies 

To see the Phenom at work, check out the movies at Phenom World 

Recommended Viewing: 

Optical Imaging 

Electron Imaging Navigation 

Electron Imaging Magnification 

Storing Images 

Phenom is manufactured by FEI Company, a 

world leading manufacturer of electron 

microscopes. 

FEI Company website 



Lambda Photometrics Lambda House Batford Mill Harpenden Herts AL5 5BZ United Kingdom 

T: +44(0)1582 764334 F: +44(0) 1582 712084 E: contact@lambdaphoto.co.uk 

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Campaign Management 

https://adwords.google.com/cm/CampaignMgmt?__u=7903116237&__... 

1 of 1 05/04/2009 18:02 

Lambda Photometrics Limited ( Client ID: 982-836-5758 ) 

Lambda Photometrics Ltd > 

danieljeffery73@gmail.com Previous Interface Send feedback Help Sign out 

Manager ID: 627-835-7378 

Home Campaigns Reporting Tools Billing My Account 

All online campaigns 

Photonics 

Polytec 

SEM 

Phenom 1 

SRS 

Zygo Metrology 

Help 

How much text can I have in 

my ads? 

Approval status - 

Disapproved 

How do I resubmit an ad 

that was disapproved? 

How do I edit my ad? 

Keyboard shortcuts » 

Help Centre » 

› 

› 

› 

› 


> 

Campaign: SEM 

Budget: 

£5.00/day 

Edit Targeting: 

English 

Edit 

Ireland; United Kingdom 

Edit 

Ad Groups Settings Ads Keywords Networks 

Change Graph Options 

New ad Change status... More actions... 

- 

Customised date range 

Phenom desktop SEM 

Fast, affordable 

nanoscale imaging 

Phenom 1 Paused 0.00% 0 0 0.00 

www.lambdaphoto.co.uk 


20000 times magnification 

30 seconds to data 

Phenom 1 Paused 0.00% 0 0 0.00 



Fast, affordable, high res 

SEM on your desktop 

Phenom 1 Paused 0.00% 0 0 0.00 



Fast, affordable, SEM 

free demo now available 

Phenom 1 Paused 0.00% 0 0 0.00 


Show rows 

Total - all ads 100.00% 0 0 0.00% 

Go 

Filter and views 

Ad Ad group Status % Served Clicks Impr. CTR 

Reporting is not in real time. Clicks and impressions received in the last three hours may not be included here. 

There is a 24-hour delay in conversion tracking reporting. 

Time zone for all dates and times: (GMT+00:00) London. Learn more 

© 2009 Google | AdWords Home | Editorial Guidelines | Privacy Policy | Contact Us 

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Campaign Management 

https://adwords.google.com/cm/CampaignMgmt?__u=7903116237&__... 

1 of 1 05/04/2009 17:49 

Lambda Photometrics Limited ( Client ID: 982-836-5758 ) 

Lambda Photometrics Ltd > 

danieljeffery73@gmail.com Previous Interface Send feedback Help Sign out 

Manager ID: 627-835-7378 

Home Campaigns Reporting Tools Billing My Account 


Photonics 

Polytec 

SEM 

Phenom 1 

SRS 

Zygo Metrology 

Help 

Keyword matching options 

What are the different 

bidding options? 

How do I choose a 

maximum CPC bid? 

How do I add, edit, or delete 

Keyboard shortcuts » 

Help Centre » 

› 

› 

› 

› 


> 

Campaign: SEM 

Budget: 

£5.00/day 

Edit Targeting: 

English 

Edit 

Ireland; United Kingdom 

Edit 

Ad Groups Settings Ads Keywords Networks 

Change Graph Options 

Add keywords Edit Change status... Show query report More actions... 

- 

Customised date range 

Go 

Filter and views 

Keyword Ad group Status Max. CPC Clicks Impr. CTR Avg. CPC Cost 

desktop electron 

microscope 

hitachi scanning 

electron 

microscope 

Phenom 1 Eligible £0.10 0 0 0.00% £0.00 £0.00 


JCM-5000 Phenom 1 Eligible £0.10 0 0 0.00% £0.00 £0.00 

JCM-5000 

NeoScope 


jeol Phenom 1 Eligible £0.10 0 0 0.00% £0.00 £0.00 

jeol scanning 

electron 

microscope 


Neoscope Phenom 1 Eligible £0.10 0 0 0.00% £0.00 £0.00 

scanning 

electron 

microscope 

scanning 

electron 

microscope 

images 



scanning 

electron 

microscopes 

Eligible 

sem Phenom 1 First page bid £0.10 0 0 0.00% £0.00 £0.00 

estimate:£1.25 

TM-1000 

Show rows 1 - 12 o 

Tabletop Phenom 1 Eligible £0.35 0 0 0.00% £0.00 £0.00 


Negative keywords 


Total - Content 0 0 0.00% £0.00 £0.00 

Total - all keywords 0 0 0.00% £0.00 £0.00 

Reporting is not in real time. Clicks and impressions received in the last three hours may not be included here. 

There is a 24-hour delay in conversion tracking reporting. 

Time zone for all dates and times: (GMT+00:00) London. Learn more 

© 2009 Google | AdWords Home | Editorial Guidelines | Privacy Policy | Contact Us 

10

Introducing Phenom desktop SEM 

http://lambda01/LISA/Marketing/Campaigns/PreviewEmail.aspx?Camp... 

1 of 1 05/04/2009 18:20 

Introducing Phenom desktop SEM 

Dear Mr Winstone, 

We are pleased to introduce the Phenom Desktop Scanning Electron Microscope SEM from FEI Company. 

The Phenom is perfectly suited to a broad range of applications and bridges the gap between optical and 

electron microscopy. 

Featuring a breath-taking touch screen user interface that provides never lost 

navigation, Phenom is a high resolution desktop imaging tool, offering high 

throughput and easy to use touch screen interface. 

20 to 20,000x magnification 

Up to 30 nm resolution 

30 second sample loading time 

2048 x 2048 pixels 

Its design ensures it can handle a wide range of samples with minimal preparation and samples are loaded 

instantly with Phenom's patented vacuum technology. High resolution electron and optical images are saved 

on a USB memory stick for off-line analysis, measurements and distribution. 

We have a Phenom now available for demonstration, either at your site or at our demonstration facility in 

Harpenden Hertfordshire, so why not contact us today to book your demo 

About FEI Company 

FEI Company is the world leader in pioneering technologies and applications that deliver imaging solutions for 

3D characterization, analysis and modification/prototyping with resolutions down to the sub-Angstrom level. 

With a 60-year legacy of technological innovation and leadership, FEI has set the performance standard across 

TEM, SEM and DualBeam categories with its Titan, Magellan and Helios product families. 

Click here to remove your email address from our mailing list 


11

Marketing Plan for FEI Company Phenom Desktop SEM 10 th March 2009 

1.0 Executive Summary 

Lambda Photometrics has been appointed as a UK & Ireland distributor for FEI Company for sales and support of its 

Phenom Desktop SEM product. The primary marketing objectives of this plan are to generate 200 sales leads and 

to achieve first‐year UK & Ireland sales of 10 units. The primary financial objectives are to achieve first year sales 

revenues of £480,000 (FEI Company) maintaining a margin of 23% (Lambda Photometrics). 

2.0 Situation Analysis 

FEI Company have been well‐established in the electron microscopy market since 1971 and launched their groundbreaking 

Phenom Desktop SEM in 2007. Although the SEM market is mature, the desktop SEM market is less so 

and whilst there is strong competition, we can compete because of our high specifications, usability and reputation. 

2.1 Market Summary 

Phenom’s market consists of industrial and scientific users who wish to obtain high resolution images of a range of 

samples. Potential customers may be existing SEM users who require a smaller, user‐friendly system to perform 

quick and easy imaging, or non‐SEM users who do not have the expertise or resources required to operate a full size 

SEM system and require high throughput. 

2.2 SWOT Analysis 

We have several strengths on which to build, however, our major weakness is price. The major opportunity is 

market size; however we also face threats from the current economic climate. 

Strengths 

• Product specifications: Phenom has excellent specifications, including 20,000x magnification, high 

contrast, fastest time to data of only 30 seconds and an intuitive user‐friendly interface. 

• Brand awareness: FEI is a well‐known and respected manufacturer of EM products. Lambda Photometrics 

is also a well‐known and trusted distributor to the scientific & industrial community. 

• Wow factor: The Phenom has wow factor which we will exploit with customer demonstrations. 

Weaknesses 

• Price: Phenom is approximately 15 – 20% (1,2) more expensive than the competition. The higher price can 

be justified in part by the features; however we need to ensure our prices are competitive. 

• Lack of brand awareness: Lambda is not known as an SEM supplier, which we will address via promotion. 

Opportunities 

• Demand: The UK SEM market is healthy and we are confident we can gain a sizable share of this market. 

• Customer base: Lambda Photometrics has a large customer base which we will exploit via promotion. 

• Diverse markets: A desktop SEM is an attractive product to many industries which we currently sell to. 

• Cross‐sell: There are opportunities to cross‐sell Phenom to existing Zygo, APE, PI, etc. customers. 

Threats 

• Economic climate: The UK economy is now in recession, industrial customers’ budgets are restricted and 

capital purchase justifications will become ever stricter. However, the UK Government has guaranteed to 

maintain the level of grant funding to UK Universities via the research funding bodies (e.g. EPSRC, BBSRC). 

• Increased competition: Hitachi and JEOL offer stiff competition, with Nikon heavily promoting the JEOL 

Neoscope. In addition, Evex have started to promote their Mini‐SEM product. 




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2.3 Competition 

There are two main competitors, namely JEOL/Nikon and Hitachi. A third competitor, Evex, have recently begun 

promoting their desktop SEM product. A full competitor analysis to be provided by FEI at the training session: 

• JEOL JCM‐5000 NeoScope: This is the main competitor, provides 20,000x magnification and is being 

heavily marketed by Nikon Instruments who are distributing in Europe. 15% cheaper 1 than Phenom 

• Hitachi TM‐1000: This system provides a lower magnification (10,000x), less wow‐factor and less intuitive 

software than the Phenom. 15 ‐ 20% cheaper 2 than Phenom 

• Evex Mini‐SEM: Promoted as a low‐cost bench top SEM, 30,000x magnification. Claim world‐wide 

distribution, unsure of distribution/representation in the UK and price. 

• NovelX MySEM: ?? 

2.4 Product Offering 

Phenom Desktop SEM is a high‐resolution desktop imaging tool that is fast, affordable, and easy to use and offers: 

• 20,000x magnification with 12x digital zoom 

• Fastest time to data with 30 second sample loading 

• High brightness thermionic source 

• Multi‐mode detector for topographic imaging 

• Motorized stage for easy navigation 

• Low vacuum design for a wide variety of samples 

3.0 Marketing Strategy 

3.1 Objectives 

We have set both leads and sales volume objectives as follows: 

• Generate 200 sales leads via marketing projects 

• Achieve first year sales of 10 Phenom systems 

The sales leads target is based on 200 leads providing 50 projects which, with a 1 in 5 conversion ratio, will generate 

sales of 10 Phenom systems. 

3.2 Target Markets 

Segments being targeted in year one include UK & Ireland University Researchers in Physical & Biological and 

Chemical sciences, Automotive Manufacturers and Pharmaceutical Manufacturers. We will also target those 

existing contacts/leads generated via LOT Oriel UK as provided by FEI Company. 

3.3 Positioning 

Phenom is positioned at the top end of the desktop SEM market as its features and specifications are superior to 

the competition. 

3.4 Strategies 

The main strategy is to get as many customers in front of the instrument as possible. Phenom is a system that 

customers have to see and use as part of the sales process, with the wow factor providing an additional incentive to 

buy. Due to the competitive nature of the market and economic threats, we may need to offer discounts to some 

customers, especially in strategic geographic locations or industry sectors that will provide useful customer 

reference sites. Activities include: 




17

• Sales Visits: We will regularly contact and visit customers to promote the Phenom and where feasible 

arrange on‐site demonstrations. We will soon take delivery of a Ford Connect van which will be branded 

in company livery and used to transport the Phenom to customer sites for on‐site demonstrations and 

Lambda Roadshows. 

• Demonstrations/Open days: We will shortly be opening our new Demonstration Facility which will house 

a Phenom along with complementary products (Zygo NewView 600, APE AFM). We will press release the 

opening and invite customers to visit the facility to increase brand awareness and drive sales. We will also 

schedule regular Open Days throughout the year. 

• Marketing Communications: Our marketing communications will be biased towards electronic media 

(web & email) as outlined below, to be reinforced by exhibitions and regular demonstrations. 

• Tenders: We will complete any desktop SEM tenders released in the UK & Ireland for which we can 

provide a competitive offer. 

• Sample Imaging Service: We will promote a desktop SEM sample imaging service. This will be a no 

obligation service; however its goal is to increase leads and sales. 

• Training: Graeme Gibbons, Daniel Jeffery and Dave Chambers to visit FEI Company, Eindhoven to receive 

product and sales training (2 days, date TBC) to ensure we are fully equipped to handle the sales process. 

3.5. Marketing Mix 

Given below is a summary of the programs we will undertake to generate leads. 

Note: click‐through and response/contact rates based on previous similar campaigns in 2008. 

• Website: Phenom product & application content added to www.lambdaphoto.co.uk with detailed 

product information, pdf downloads and contact links for customers to request demonstrations/sample 

measurements etc. All content and activity monitored via Google Analytics. 

Page views: 1,000 

Direct contacts: 15 

Indirect contacts: 15 

Leads: 30 

• Google Adwords: We will set up a Phenom TM Google Adwords campaign in addition to the Adwords 

campaigns we run for other product lines. Format and keywords TBC 

Impressions: 600,000 

Click‐through: 3,000 

Leads: 45 

• Press Releases: We will issue press releases on our website and the following industry websites: 

- Pro Talk sites (engineeringtalk, laboratorytalk, manufacturingtalk) 

- IOP sites (physics.web, nanotechweb.org, optics.org) 

- azonano.com 

- microscopy‐analysis.com 

Click‐through: 350 

Leads: 10 

• Emailshot: Initially we will perform two emailshots, the first to relevant contacts on our database (PI, Zygo 

NewView, APE, etc) and the second to the Microscience 2007 visitor list. 

Emailshot 1 + 2 

Recipients: 2,780 

Received Rate : 90% 

Response Rate: 2% 

Leads: 50 




18

• Newsletter: Phenom TM will be included in the forth‐coming Making Waves – Surface Metrology 

supplementary newsletter (April 09, TBC). It will also be included in the Making Waves annual newsletter. 

Each article with dedicated, tracked link on website. 


Leads: 5 

• Exhibitions: We will attend the following exhibitions: 

- Science & Technology Exhibition, RAL, 29 th April 

- Science & Technology Exhibition, JET, 7 th May 

- Science & Technology Exhibition, Westlakes, TBC 

- UK SPM, NPL, 24 th June 

- Lamdamap, Brunel University, 30 th June 

- EMAG, Sheffield University, 8 th September 

- Photonex, NAC, 14 th October 

- Micro, Precision & Nano Manufacturing, Ricoh Arena, 20 th October 

In addition, we will be organising the following Lambda Roadshows: 

- Warwick University, 31 st March 

- Cambridge University, 21 st April 

- Imperial College, 22 nd April (TBC) 

- Edinburgh University, 29 th September (TBC) 

- Glasgow University, 30 th September (TBC) 

- Bristol University, TBC 

- Surrey University, TBC 

Leads: 30 

• M&A banner: We will run either a 120x400 or 120x60 banner on microscopy‐analysis.com in the electron 

microscopy channel. 


Leads: 5 

4.0 Controls 

Total Leads Generated: 175 

4.1 Implementation 

Control measures will consist of Google Analytics & Adwords reporting facilities to measure the effectiveness of the 

web/email based marketing campaigns and LISA/Microsoft Dynamics CRM weekly/monthly reports for the sales 

objectives. 

4.2 Organisation 

Marketing will be coordinated by Daniel Jeffery & Anne Fallon at Lambda Photometrics, working in collaboration 

with NAME HERE at FEI, Netherlands and NAME HERE at FEI, USA. Sales activities are the responsibility of Daniel 

Jeffery, Graeme Gibbons & Dave Chambers reporting to Ken Middleton (Lambda Photometrics Sales Manager) and 

Graham Couch (FEI Company Phenom Area Sales Manager). 

References: 

1 http://www.pittcon.org/archive/2008/news/pdf/ibopittcon.pdf 

2 http://www.smalltimes.com/display_article/287233/109/ARTCL/none/none/1/Power‐microscopy‐for‐the‐masses/ 




19

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