National Instruments

Products - Virtual Instrumentation for Measurement and Automation

Campaign – Product

During the campaign National Instruments spent over £500k in the UK professional print media on product advertising.

All vertical and horizontal titles relevant to their sector were selected by demographics, circulation control, relevant editorial and results generated by the previous year’s campaign.

Full pages, advertorials, fractionals, bellybands and loose and tip on inserts were used in order to generate tangible leads and increase web traffic.

The campaign produced 1300 tangible new business leads and increased the NI web traffic by 30%. The company saw 17% growth in a flat UK market.

THE CLIENT
National Instruments

THE COMPANY AND ITS PRODUCTS
National Instruments is a technology pioneer and leader in virtual instrumentation – a revolutionary concept that has changed the way engineers and scientists in industry, government, and academia approach measurement and automation.
Headquartered in Austin, Texas, NI has more than 3,900 employees with direct operations in nearly 40 countries. In 2005, the company sold products to more than 25,000 companies in 90 countries.

TARGET AUDIENCE
Buyers and specifiers across all manufacturing industries and functional areas, R&D, laboratory automation, engineering & validation manufacturing and manufacturing test.

OBJECTIVES

  • - Increase brand awareness in current product categories
  • - Grow relevant /tangible leads
  • - Increase web traffic and e-opportunities
  • - Grow sales

STRATEGY

  • Through media saturation generate tangible sales leads using response orientated media : tip on cards and loose inserts.
  • Education of the market: through the use of advertorials and front cover packages.
  • Brand promotion: through full page product focused advertising that uses technology to prove the technological superiority of the brand.
  • Increased traffic to the NI UK website: through product advertising that encourage website downloads of technical white papers and attendance at seminars/exhibitions/webinars.
  • Additional spend was allocated to supplement the print campaign with online advertising and e-marketing that creatively matched the print campaign.
  • Where possible the print publications’ online properties were used to create the best synergy.

Over 35 different creative executions ran during the campaign some examples of which are included:

FULL PAGES

HALF PAGES

MULTIPLE STRIPS – on consecutive spreads


TIP ON CARDS AND LOOSE INSERTS

ADVERTORIAL

RESULTS

- The campaign produced 1028 tangible, new business leads (details attached)
- NI web traffic by 30% via specified URLs
- Seminar attendance was up 43%
- The company saw 17% growth in a flat UK market.