Which marketing campaign from a supplier can you remember

Which marketing campaign from a supplier can you remember? What style of campaign works for process or instrument engineers? I count myself as an (ex-) instrument engineer, and recently I have been on the receiving end of two distinctly different campaigns. Both have been memorable, but maybe that is because I find the analysis of marketing campaigns of interest.

The Food Processing Faraday, targeting engineers in the food production industry, adopted a consumer marketing approach, using four separate emails over a couple of months to introduce one aspect of their services, presented in a few words on a colourful html email. I even responded to one email asking if they had forgotten to attach the info relevant, a regular occurrence with PR. No response. Then the final hit was a letter: yes a real letter – with all four of their service ideas presented on a colourful set of cards, like a recipe collection. OK, now I throw them away, but I guess that is one way of saying “We can come up with innovative ideas”. (Link)
SolidWorks CAD software, from Dassault Systemes, has a similar problem, in that they are also selling a tool, ie a software system, to assist engineers in their design processes. Their email blast highlighted that Microsoft Office Excel is actually one of the most popular, yet under-utilized, engineering tools, and asked if you were maybe missing a chance to “improve your design productivity?” SolidWorks, in the person of Darren Henry, Director of Product Marketing, offered a free of charge screencast, covering 10 tips for transforming Excel from a basic spreadsheet programme to a powerful engineering application: like how to copy tabular data from a pdf file into a spreadsheet. Cutting through the buzz-words, the tips for driving more out of Excel are just brilliant. So good, that you are even impressed by the last demo showing how Excel spreadsheet input data can control all aspects of a SolidWorks model. This actually hit the objective: you could see what the capabilities of the software actually were – or perhaps I should say, are! That is marketing configured to impress an audience of engineers. (Link)
It was 15 years ago when I wrote a review of the potential for ultrasonic flowmeters, and while heaping praise on them in general, I said it would never ever be possible to measure the flow of gases with a clamp-on device. I still feel guilty when I see the reports of clamp-on ultrasonic flowmeters on gas applications, and there is another published this week, from Able Controls (Link). Thank goodness engineers never believe anything they read, without testing it!

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