Optimising the New Product Introduction Process

This is a scanning electron microscope that fits on a laboratory bench. It is made by Hitachi High Technologies (HHT) and is comparable in price to a top-end optical microscope.

HHT used PR and web marketing to bring this instrument to the attention of the optical microscopy market.They established their technical credibility in a new market using PR to target the right journals and to build awareness of the Hitachi brand.

They used web marketing to target the problems that optical microscope users at the leading edge of the technology were experiencing and offered them a solution they were not aware of previously. Sales are increasing to the established SEM user base and high-end optical microscope users.

Contact Eileen for a list of journals you should have your content in, or forthcoming features that match your keywords, or send her a press release that is not getting published, and she will tell you how to make it more acceptable to editors.

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