Transcript 1290 Infinity II LC Launch Campaign

1290 Infinity II LC
Launch Campaign
Campaign Overview
September 23, 2014
Agilent Confidential
July 17, 2015
1
Table of Content
Content
Page
Introduction
3
Campaign Objective
4
Campaign Concept
5
Campaign Highlights
6
Campaign Messages
7-8
Campaign Deliverables - Pre-Launch
Campaign Deliverables - Launch
9-11
12-19
Media Plan
20
Social Media Plan
21
Localization Plan
22
First Campaign Metrics (as of Sep 20, 2014)
23
Contact Information
24
Agilent Confidential
July 17, 2015
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Introduction
On September 23, 2014, LPSD
(PL29) has introduced the
Agilent 1290 Infinity II LC system,
its new flagship instrument in the
powerful 1200 Infinity Series LC
portfolio.
This presentation provides an
overview about the outbound
campaign and the available
deliverables.
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Campaign Objective
Support the introduction of the 1290 Infinity II LC
Objective
How to measure
Raise awarness
Minimum of 2K page visits/month on
landing page from September 2014 to
January 2015
Generate demand
Total of 700 registrations on landing
page from September 2014 to January
2015
Position the 1290 Infinity II LC as a new benchmark
in efficiency
Survey to be placed end of FY15
Strengthen Agilent‘s technology leadership in LC
Survey to be placed end of FY15
Agilent Confidential
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Campaign Concept
Phase 1
Phase 2
Pre-Launch Campaign
Launch Campaign
Sep 1 – 22, 2014
Sep 23, 2014 - end of FY15
Advertising, PR
Advertising, PR, Events
Social
Media
#NextUHPLC
Microsite
NextUHPLC.agilent.com
Social Media
#EfficientUHPLC
Microsite
EfficientUHPLC.agilent.com
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Campaign Highlights
• Two-step campaign launch with pre-launch and launch phase.
Pre-launch phase to generate awareness for the upcoming launch
and the Analytica China. Launch phase to promote the new 1290
Infinity II LC.
• Microsite using responsive design to ensure highest usability from
desktop to tablets and smartphones and to transport technology
leadership
• Social Media focusing on Twitter and Weibo to increase reach in
target audience
• Bilingual campaign launch in English and Chinese. More
localizations planned to be available within 4-6 weeks after launch.
• Bilingual product page launch in English and Chinese.
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Overarching Campaign Messages
Phase 1
Phase 2
Pre-Launch Campaign
Launch Campaign
Sep 1 – 22, 2014
Sep 23, 2014 - end of FY15
All You Expect, And More
More Efficiency, More Free Time
All you expect, and more. The next
generation of (Agilent) UHPLC is
coming.
All you expect, and more. The Agilent 1290
Infinity II LC sets new benchmarks in efficiency.
You may find yourself with extra time on your
hands.
Campaign URL:
http://NextUHPLC.agilent.com
Campaign URL:
http://EfficientUHPLC.agilent.com
Social Media Hashtag:
#NextUHPLC
Social Media Hashtag:
#EfficientUHPLC
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Key Supporting Messages
The Agilent 1290 Infinity II LC represents the next-generation UHPLC with the same
levels of reliability and robustness users have come to expect from Agilent, along
with unique capabilities to maximize efficiency in three important areas:
Analytical Efficiency
Instrument Efficiency
Laboratory Efficiency
The 1290 Infinity II LC provides
The 1290 Infinity II LC is exceptionally
The 1290 Infinity II LC can be
scientists with exceptional analytical
easy to use and provides instrument
seamlessly integrated into any existing
data quality, chromatographic
operators with new levels of capabilities.
laboratory. It enables smooth method
resolution/precision and broad dynamic
Maximum flexibility to accommodate
transfer from any legacy equipment - a
range detection. Lowest carry-over
changing separation conditions reduces
must for laboratory and department
provides uncompromised data for the
turnaround times. Unmatched
managers seeking to lower costs and
most demanding analyses.
throughput is enabled by highest
increase returns on their investments.
sample capacity per bench space and
fastest injection cycles.
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July 17, 2015
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Campaign Deliverables
Pre-Launch 1/3
Campaign was finished on Sep 22.
Video
Online Banners
Print Ad
Landing Page
eDM
Invitation Letter
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Campaign Deliverables
Pre-Launch 2/3
Source files are available on/in
Field-Info-Share
E-library
Print Ad
file://nwadmc01/field_info/2_PL29_(
LC+CE+Dissolution)/1_Analytical_L
C/5_Sales_Process_Support/1_Ma
rketing_Build_Funnel/5_Ads/1_Prin
t_Ads/FY14_1290_Infinity_II
https://extranet.chem.agilent.com/w
orkspaces/advertisements/Agilent%
20Internal/093526/default.aspx
Online Banners
file://nwadmc01/field_info/2_PL29_(
LC+CE+Dissolution)/1_Analytical_L
C/5_Sales_Process_Support/1_Ma
rketing_Build_Funnel/5_Ads/4_Onli
ne_Banners/1290_Infinity_II
https://extranet.chem.agilent.com/
Workspaces/Images1/Entitled%20P
artner/093527/default.aspx
eDM
file://nwadmc01/field_info/2_PL29_(
LC+CE+Dissolution)/1_Analytical_L
C/5_Sales_Process_Support/1_Ma
rketing_Build_Funnel/9_Direct_Mail
s/1290_Infinity_II
https://extranet.chem.agilent.com/w
orkspaces/emailcampaigns/Entitled
%20Partner/093528/default.aspx
Additional Information
Container:
http://intranet.chem.agilent.com/ed
m/2014/07/NextUHPLC/_layouts/vi
ewlsts.aspx
Subject Line:
The next Agilent UHPLC is coming
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Campaign Deliverables
Pre-Launch 3/3
Source files are available on/in
Field-Info-Share
E-library
Invitation Letter
file://nwadmc01/field_info/2_PL29_(
LC+CE+Dissolution)/1_Analytical_L
C/5_Sales_Process_Support/1_Ma
rketing_Build_Funnel/9_Direct_Mail
s/1290_Infinity_II
https://extranet.chem.agilent.com/w
orkspaces/directmail/Entitled%20P
artner/093575/default.aspx
Video
file://nwadmc01/field_info/2_PL29_(
LC+CE+Dissolution)/1_Analytical_L
C/4_Video_Audio_Visuals/1_Produ
ct_Videos/1290_Infinity_II_LC
https://extranet.chem.agilent.com/w
orkspaces/videoanimation/Entitled
%20Partner/093529/default.aspx
Additional Information
Agilent Confidential
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Campaign Deliverables
Launch 1/8
Emotional Video
Print Ads
System Video
Online Banners
Landing Page
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Campaign Deliverables
Launch 2/8
Give-Away
eDM
Screen Saver / Digital Backwall
Brochure (5991-4605EN)
Brochure (5991-0203EN)
Pull-Up
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Campaign Deliverables
Launch 3/8
Source files are available on/in:
Field-Info-Share
E-Library
Additional Information
Print Ad
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/5_Sales_Process_Support/1_M
arketing_Build_Funnel/5_Ads/1_Pri
nt_Ads/FY14_1290_Infinity_II
https://extranet.chem.agilent.com/w
orkspaces/advertisements/Agilent
%20Internal/093522/default.aspx
Single ad and doubspread format
available!
Online Banners
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/5_Sales_Process_Support/1_M
arketing_Build_Funnel/5_Ads/4_O
nline_Banners/1290_Infinity_II
https://extranet.chem.agilent.com/
Workspaces/Images1/Entitled%20
Partner/093530/default.aspx
Multiple formats available!
eDM
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/5_Sales_Process_Support/1_M
arketing_Build_Funnel/9_Direct_M
ails/1290_Infinity_II
https://extranet.chem.agilent.com/w
orkspaces/emailcampaigns/Entitled
%20Partner/093531/default.aspx
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/4_Video_Audio_Visuals/1_Prod
uct_Videos/1290_Infinity_II_LC
https://extranet.chem.agilent.com/w
orkspaces/videoanimation/Entitled
%20Partner/093532/default.aspx
Launch Video (Emotional)
Container:
http://intranet.chem.agilent.com/ed
m/2014/07/EfficientUHPLC/_layout
s/viewlsts.aspx
Subject Line:
Meet the new 1290 Infinity II LC
Agilent Confidential
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Campaign Deliverables
Launch 4/8
Source files are available on/in:
Field-Info-Share
E-Library
System Video
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/4_Video_Audio_Visuals/1_Prod
uct_Videos/1290_Infinity_II_LC
https://extranet.chem.agilent.com/w
orkspaces/videoanimation/Entitled
%20Partner/093532/default.aspx
1290 Infinity II LC Brochure
(5991-4605EN)
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/3_Brochures_Publications/1_Br
ochures
1200 Infinity Series Portfolio
Brochure (5991-0203EN)
Pull-Up Banner
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/3_Brochures_Publications/1_Br
ochures
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/5_Sales_Process_Support/1_M
arketing_Build_Funnel/10_Event_E
quipment/1290_InfinityII
Additional Information
https://extranet.chem.agilent.com/
Workspaces/Brochures/093508/def
ault.aspx
https://extranet.chem.agilent.com/
Workspaces/Brochures/093237/def
ault.aspx
Replaces 5990-3333EN
https://extranet.chem.agilent.com/w
orkspaces/exhibits/Entitled%20Part
ner/093572/default.aspx
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Campaign Deliverables
Launch 5/8
Source files are available on/in:
Screen Saver / Digital Backwall
Golf Ball Give-Away
More give-aways to come in
Q1/FY15.
Field-Info-Share
E-Library
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/5_Sales_Process_Support/1_M
arketing_Build_Funnel/10_Event_E
quipment/1290_InfinityII
https://extranet.chem.agilent.com/w
orkspaces/exhibits/Entitled%20Part
ner/093573/default.aspx
----------
https://extranet.chem.agilent.com/w
orkspaces/exhibits/Entitled%20Part
ner/093574/default.aspx
Press Release
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/5_Sales_Process_Support/1_M
arketing_Build_Funnel/4_Press_Re
leases/Press_Release_1290_Infinit
y_II_LC_System_2014-0922_NS.pdf
Product Images - Please see next
slide for available images.
file://nwadmc01/field_info/2_PL29_
(LC+CE+Dissolution)/1_Analytical_
LC/4_Video_Audio_Visuals/3_Phot
os
Additional Information
Golf ball has 2 prints. The Agilent
logo in front and #EfficientUHPLC
on the back.
----------
High-res source files can be found
in the sales-tools-library:
----------
file://nwadmc01/lsgmarcom/sales_t
ools_library/photos/1200_Infinity_S
eries
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Campaign Deliverables
Launch 6/8
List of available product images:
System
Modules
Solutions
Consumables
•
1290 Infinity II LC with Flexible
Pump
•
1290 Infinity II VWD
•
•
Safety Caps
•
1290 Infinity II DAD
1200 Infinity Series MethodDevelopment Solution
•
Quick-Connect Fittings
•
1290 Infinity II LC with High
Speed Pump
•
1200 Infinity Series Online
SPE Solution
•
Bench Rack
•
Gloryshot
•
1290 Infinity II MCT
•
1290 Infinity II Flexible Pump
•
1290 Infinity II 2D-LC Solution
•
1290 Infinity II High Speed
Pump
•
1290 Infinity II HDR-DAD
•
1290 Infinity II ELSD
•
1290 Infinity II HDR-DAD
Impurity Analyzer
•
1290 Infinity II Multisampler
•
•
1200 Infinity Series QuickChange valves portfolio
1290 Infinity II Method
Transfer Solution
•
•
1200 Infinity Series QuickChange 8pos/18port valve
1290 Infinity II with 6230 MS
(High-Throughput Solution)
•
1290 Infinity II with 6490 MS
(High-Sensitivity Solution)
•
1290 Infinity II with 6540 MS
(Untargeted Analysis Solution)
Agilent Confidential
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Campaign Deliverables
Launch 7/8
List of available English product pages:
System
Modules
Solutions
•
Updated LC Overview Page
•
1290 Infinity II VWD
•
•
1290 Infinity II LC
•
1290 Infinity II DAD
1200 Infinity Series MethodDevelopment Solution
•
1290 Infinity II DAD FS
•
•
1200 Infinity Series Online SPE
Solution
1290 Infinity II MCT
•
•
1290 Infinity II Flexible Pump
1200 Infinity Series HighThroughput LC/MS Solution
•
1290 Infinity II High Speed Pump
•
1290 Infinity II 2D-LC Solution
•
1290 Infinity II ELSD
•
1290 Infinity II HDR-DAD Solution
•
1290 Infinity II Multisampler
•
•
1200 Infinity Series Quick-Change
valves portfolio
1290 Infinity II HDR-DAD Impurity
Analyzer
•
1290 Infinity II Method Transfer
Solution
All pages also exist in Chinese Simplified. To access, just replace the „www“ with „cn“. Example:
http://cn.chem.agilent.com/en-US/products-services/Instruments-Systems/Liquid-Chromatography/1290-Infinity-II-MethodTransfer-Solution/Pages/default.aspx
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Campaign Deliverables
Launch 7/8
Virtual LC – A new Way of Instrument Presentation
•
Present LC instruments on monitor or other screens
•
Interactive control of system features
•
Flexible LC system configurations available
•
System demo, videos, applications etc. on ONE medium
•
Finger-Multitouch or mouse control
•
Standalone SW-Application - updatable
•
No more need for LC system dummies 
Fore more information about features and technical
requirements please check following presentation:
\\nwadmc01.germany.agilent.com\Field_Info\2_PL29_(LC+CE+Diss
olution)\1_Analytical_LC\5_Sales_Process_Support\1_Marketing_B
uild_Funnel\11_Virtual-LC
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Social Media Plan
2x
per Week
Channels: Twitter & Weibo
3x
per Week
2x
per Week
Sept 1st – 19th
Sept 29th – Oct 17th
1x
per Week
Nx Live
per Day
Sept 24th – 26th
2x
per Day
2x
Sept 24th – 26th
per Day
Sept 22nd & 23rd
Aug 11th – 29th 2014
Sept 1st – 23rd 2014
Sept 24th – Oct 17th
Teaser
Prior Pre-Launch
Pre-Launch
Launch
Oct 20th
Scheduled tweets per week. Please contact Yee Ping Frühwein, Michelle Low or Sally Li for further information.
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Media Plan
Global Advertising
• More than 130 insertions from Sep 1, 2014 - Jan 31, 2015
• Prio 1: AFO, EMEA and China
• Prio 2: India and SAPK
Please contact Nicole Sera or Kris Nicolai for more information.
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Localization Plan
Language
Availability of Launch Deliverables
Pre-Launch
Launch
English
x
x
Sep 23, 2014
Chinese
x
x
Sep 23, 2014
French
x
Nov 7, 2014 (planned)
German
x
Nov 7, 2014 (planned)
Italian
x
Nov 7, 2014 (planned)
Japanese
x
Nov 7, 2014 (planned)
Korean
x
Nov 7, 2014 (planned)
Portuguese (Brazil)
x
Nov 7, 2014 (planned)
Russian
x
Nov 7, 2014 (planned)
Spanish (ES)
x
Nov 7, 2014 (planned)
(Ad, Landing Page, 1290 Infinity II Brochure, eDM, Videos)
Agilent Confidential
July 17, 2015
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Metrics
Pre-Launch – Traffic Microsite
• Total number of page views*: 11.2K
• Total number of visits*: 9.3K – 87 % desktop, 11 % mobile, 2 % tablet
• Total number of visitors*: 7.2K – 22 % USA, 19 % China, 12 % Germany, 5 %
India, 3 % UK, 3 % Brazil, 3 % Mexico, 2.5 % Japan, 2 % France
• Total number of subcribers: 391
• Total number of subscribers with double-opt-in: 275
• Subscription conversion rate**: 4 %
*Source: Google Analytics, Sep 1 - 20, 2014 | **Double-opt-ins/Visitors
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Contact Information
What
Who
Marketing Program
Norbert Schenk
Campaign and Campaign Source Files
Nicole Sera
Social Media
Yee Ping Frühwein / Michelle Low (Twitter) / Sally Li
(Weibo)
Media
Nicole Sera / Kris Nicolai
Localization
Nicole Sera / Carmen Aviles
Microsite
Yee Ping Frühwein
Product Pages
Astrid Kaiser
Product Images
Nicole Sera
Latest information about the campaign can be found on the new internal “LC Insider”
SPARK page: https://spark.it.agilent.com/groups/lc-insider
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