Scanning Electron Microscop... - Lambda Photometrics

• 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
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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