“TREW’s marketing expertise and knowledge of the embedded space make them a trusted advisor to help us drive awareness and demand, as we continue to grow our business and market share,” said Jason Clarke, Vice President of Sales and Marketing for Crank Software. “They have a proven track record developing and executing strategic marketing plans that focus on results, and we’re extremely pleased with the results they helped us achieve on our launch of Storyboard Suite 3.0.”

Crank Software specializes in embedded user interface (UI) solutions that enable R&D teams to more quickly develop UIs for resource-constrained embedded devices like in-car graphical displays and animated GPS systems.

When Crank needed to launch the latest version of their flagship software, Storyboard™ Suite, they chose TREW Marketing for our experience in developing product launch plans that target embedded design engineers. Crank sought to increase awareness of Storyboard Suite 3.0, drive web visits and capture leads through software evaluation downloads.

Deliverables:

Marketing communication strategy for the Storyboard Suite 3.0 launch including:

• Media relations strategy and execution
• Search engine optimization and advertising
• Launch email and automated direct marketing
• Social media strategy and execution
• Partner co-marketing with QNX in the Consumer Electronics Show concept car

Results:

• 85% increase in evaluation downloads
• 56% increase in online leads following the launch
• 38% increase in total web traffic following the launch
• 237 news release postings to online sources
• 2 contributed articles in RTC and Embedded Computing Design
• +3-minutes time-on-site to launch landing page
• 2-hours time-on-site generated from Twitter links

Beyond the Storyboard Suite launch, TREW Marketing continues to serve as Crank Software’s marketing partner, providing ongoing strategy consulting, brand and product-level messaging and positioning, media relations, content marketing, partner co-marketing, search engine optimization, search advertising, social media and email marketing services.

Want to learn more about product launches?

So you’ve developed a new product for your technical industry – spent hundreds of hours and undergone multiple rounds of revisions and beta tests, figured out your pricing and distribution model – and now it’s time to bring it to market.

The initial step towards launching your product is to name it.  You’ve invested significant time creating it and it’s your baby — not just any name will do. It needs to be memorable, searchable (particularly on search engines), unique in your industry, and relevant to your target audience.

So where do you begin? First you need to collect ideas. Gather a cross-functional team from across your organization of at least 3, but no more than 10, to brainstorm name ideas. After the initial brainstorm, have a few decision makers come together and decide on the top 5-8 names. Then take those 5-8 names and create an online survey that you can distribute to your internal key decision makers.  From there, you can reduce the options down to the top 3, and vet each one out and make final recommendations.

The following 7 tips will help guide you through items to discuss when narrowing down the choices to a final product name.

1. Determine a naming strategy that you will follow for this and future product names. Two primary strategies exist in the realm of product naming: highly descriptive and suggestive. The former will roll under your company brand and will not be trademarked, the latter may be stand-alone brands or can be linked with your corporate brand and can be trademarked. An example of a descriptive naming strategy is Apple, with its iPod, iPhone, and iPad products. OXO is an example of a suggestive naming strategy with names like GoodGrips, Touchables, and SteeL. While less descriptive than Apple’s product names, the OXO product names still strongly suggest what distinguishes the different line.
2. Use short, descriptive names that are generally three or fewer syllables.
3. Make it easy to spell, pronounce, and remember. Italics and capitalization of different letters make it difficult for people unfamiliar with the product name to remember how to spell it correctly.
4. If the product will be launched and used globally, consider the implications of the product’s name in other countries.
5. Avoid naming a product by an acronym that has to be spelled out in order for the public to understand the mark.
6. Research potential product names by performing online searches for third-party use of an identical or similar name, mark, or description used in connection with similar products
7. If you plan to apply for a trademark, visit www.upto.gov to search the U.S. Patent and Trademark Office for third-party applications or registrations of a similar designation for a similar product. If the application or registration has been abandoned or listed as dead, know that the third party still may have rights, where you would want someone in the legal field to review.

Evaluate the potential names with specificity and objectivity. It’s not enough to say, “I like it” or “I don’t like it.” Use the following eight categories to understand why a name will or won’t work.

1. Appearance – Is it easy to spell? And how will the name look in a logo, ad, billboard, etc.

2. Distinctive – How different is the name from the relevant product competition?

3. Depth – Names with depth have layers of meaning and association, and keep surprising you with new ideas with each layer.

4. Energy – Does the name have life to it? Can it carry an ad campaign on its shoulders?

5. Positioning – How relevant is the name to the positioning of the product?

6. Sound – This is two-fold – how does the name sound and how easily is it spoken to the customer? Word of mouth is a big part of marketing, but if people aren’t comfortable saying the name, the word won’t get out.

7. Trademark – This is easy, is it available? It’s either likely available, may be available, or not available.

8. Web Domain Name – Again, this is easy, is the URL available? If so acquire it before someone else does. If not, determine if the URL is available for your option 2 or option 3 name; or find out who owns the URL and see if you can acquire it from them.

After you have chosen a name for your product. It’s time to launch it. Smart Product Launches for Engineers provides a framework for how to plan, position, and implement a marketing activity plan that generates buzz and drives leads for your new product.

Related Blog Posts:

How to Use a Well-Time PR Launch to Spread Your Message

Practical Steps for Creating a Product Positioning Statement

Want to Marketing Against Your Competitors? Proceed Carefully

Today, TREW Marketing released a new e-book, written specifically for the business owner, product manager, and marketing leader preparing to launch a product targeted to technical audiences in the B2B space. Available for download on our site, Smart Product Launches for Engineers provides a framework for developing your product launch plan, discusses how to position your product in the marketplace, and includes practical tips for choosing, implementing, and measuring smart marketing activities and tools. It also includes case studies of three diverse, successful product launches.

In this guide:

1. Plan the Launch
   You spent a great deal of time and resources developing your product, now you need to launch it to market, but how? You need a plan. Walk through the process of creating a successful product launch plan that can have significant long-term success. Identify your target audience and determine your marketing goals and measurable objectives.

1. Brand Your Product
   With a plan in place, follow our three step process and learn how to define your product brand and position it in the marketplace. Also included are examples that help illustrate the process.

1. Determine the Marketing Mix
   Execute your product launch and achieve your objectives with a smart mix of integrated marketing activities. Review important considerations and explore various activities to determine which marketing channels will make the greatest impact at driving awareness and generating demand.

New Portal of B2B Marketing Resources Provides Other Case Studies, Free Guides to Assist Science, Engineering, and Technology Companies in Integrated Marketing

AUSTIN, Texas – March 26, 2013 – Silex Technology America, Inc., a leading embedded technology company specializing in network and wireless technology, today announced it selected TREW Marketing as its marketing partner for brand positioning, messaging and marketing communications activity planning. Silex Technology provides hardware, software, embedded modules, and turnkey connectivity products to device manufacturers and partners with leading suppliers including Green Hills Software, Freescale, QNX, and Qualcomm Atheros. The company chose TREW Marketing because of the agency’s distinct experience in marketing to engineers and proven success leading a co-marketing campaign that drove a 320 percent increase in new leads for Silex Technology.

Building on Proven Results

TREW Marketing led the efforts for Silex Technology’s 2012 co-marketing campaign with Freescale, promoting Silex Technology as the exclusive provider of Wi-Fi connectivity technology for Freescale’s i.MX 6 platform. Through this launch, Silex Technology sought to:

• Build awareness of its Wi-Fi solutions among i.MX 6 customers
• Drive traffic to the website
• Generate leads and create new opportunities for its embedded Wi-Fi sales team

To achieve these goals, TREW Marketing developed a product launch and co-marketing plan centered on web and content marketing. A new campaign on the Silex Technology website educated design engineers about the company’s wireless connectivity solutions for Freescale’s i.MX 6 platform. TREW Marketing led the creation of product collateral, a news release, videos, and an online co-marketing event that all drove traffic to this dedicated web portal. A white paper download and multi-touch e-mail campaign also engaged visitors to learn more. And, Freescale featured the Wi-Fi solutions in its Design News customer e-newsletter and Product News sales e-newsletter to build awareness with design engineers and the Freescale sales force.

In the first two months of the launch, web traffic grew by 30 percent, and monthly leads grew by 320 percent with a nearly 25 percent lead-conversion rate. This in turn created new opportunities for the Silex Technology embedded Wi-Fi dedicated sales team.

“TREW Marketing’s integrated approach and diligent execution of the co-marketing campaign with Freescale delivered record results for Silex Technology,” said Keith Sugawara, vice president of business development at Silex Technology America. “The agency’s further insight on our company positioning and marketing activity planning will set us up for even more success as a leading network technology company.”

TREW Marketing Resources: Free B2B Marketing Guides for Scientists and Engineers

TREW Marketing also released TREW Marketing Resources, a portal of B2B marketing resources that can help science, engineering, and technology companies begin to see success like Silex Technology realized with an integrated marketing approach.

The new portal houses a compilation of free case studies, videos, and marketing guides that contain best practices, industry data, and practical how-to’s on a variety of topics specifically for marketing to technical audiences. TREW Marketing Resources includes guides like Smart Marketing for Engineers, an e-book that helps technical business leaders build and execute an efficient and effective marketing program.

About Silex Technology America

Silex Technology America, Inc. is a subsidiary of Silex Technology Inc., a 35-year developer and leading network technology company specializing in network and wireless technology, providing hardware, software, embedded modules and turnkey connectivity products. Silex Technology has regional offices for sales, marketing and development in Japan, United States and Germany. Silex Technology is integrated vertically to support customers from design to production, maintaining the highest quality standards. For more information, please visit www.silexamerica.com.

About TREW Marketing

TREW Marketing, headquartered in Austin, Texas, is a full-service marketing firm uniquely serving leading companies and organizations in the engineering and science markets. TREW Marketing uses decades of specialized technical marketing experience to create strategies and plans, and execute services such as research, positioning and messaging, product launch planning, media outreach, website strategy and design, and search marketing for clients. To learn more about TREW Marketing, readers can visit http://www.trewmarketing.com.

Related blog posts

Crank Software Selects TREW Marketing for Embedded Industry Outreach

ERP Integrator Selects TREW Marketing for Brand and Marketing Communications

TREW News: National Defense Solutions Provider Selects TREW Marketing

Last weekend, The Austin American-Statesman featured TREW Marketing in the “Statesman Startup Spotlight.” In a Q&A-style, the article highlights TREW’s startup roots, planted by co-founders and long time friends and colleagues, Wendy Covey and Rebecca Geier. The two shared many discussions over lunchtime workouts and combined their individual passions to form the agency uniquely focused in B2B science, engineering, and IT industries.

The Statesman Startup Spotlight shows that in a crowded marketplace of marketing and advertising agencies, TREW distinguishes itself from competitors by staying true to our niche and using smart, collaborative business tactics. For instance, TREW organizes into small teams to meet clients’ marketing needs, where one team may be executing an entire Web redesign for a customer in Germany, another is leading a product press tour in New England, and a third in Silicon Valley for a trade show – leading event PR, social media, and developing new business for the company. In these ways, TREW has been able to grow in our industry and maintain close relationships with our customers, many of whom have been with TREW since our founding.

TREW has also been named a BtoB Top Agency in 2012 in the small agency category. To compile the list of Top Agencies, BtoB Magazine surveyed agencies in its database through an online form in four categories (small, midsize, large, and interactive). The finalists in each category were selected based on percentage of total business that is B2B, revenue growth, client wins, and innovative work. We were included in the Top Agency Special Report for achievements in the following marketing programs:

• Product launch success with 125% more media coverage than any launch in the client’s history
• Search advertising program with an 82% increase in AdWord click-through-rates and a 60% decrease in pay-per-click spending
• Product launch with media coverage in top trade magazines Test & Measurement World, Design News, ECN Magazine, Design World, and Engineering TV of Dynacar, the world’s first fully validated vehicle model simulator by Wineman Technology and Tecnalia Research
• Web Redesign for DISTek Integration which received a 37% YOY Web traffic increase, 68% increase of time spent on site by visitors, and 92% increase of organic search traffic
• Consistent visual and textual branding for communications and 12-month marketing plan for DISTek Integration

• 34% YOY revenue growth from 2010 to 2011
• 179% increase in site web traffic to trewmarketing.com
• Launched an award-winning e-book, Smart Marketing for Engineers, that resulted in a 600% increase in web traffic for TREW
• Online and print coverage in the Wall Street Journal for being a finalist in the publication’s “Small Business, Big Innovation” national competition

Completing Q1 of 2012, TREW is off to an impressive start to the year. In addition to these features, TREW has increased first quarter revenue earnings by 145% from 2011, and also was recently covered by The Austin Business Journal for a marketing partnership with Kline Technical Consulting.

To read the full article on TREW’s Startup Spotlight from Austin American-Statesman, click here.

Summary:

See how an IT company with an emerging product in an undefined space used a number of different PR tactics to improve a key performance indicator – feature article coverage – by more than 125%, and achieve record web traffic and target media engagements.

Challenge:

The company wanted to create awareness of a new product in a quickly evolving, noisy, and undefined IT/networking space with aggressive competitors.

Goal:

The goal of the product launch was to create product awareness, garner media coverage, and begin to build relationships with key editors and analysts in the industry.

This was the most successful product launch in the client’s company history. As a result of this launch and ongoing outreach, the company now has a strategic and measured PR program, it’s visibility and coverage have increased,  and it is gaining on its competitors.

Campaign:

TREW Marketing sought to create a PR program for this IT company that would quickly address their known challenges – their product was emerging in an undefined market, the market is fragmented and crowded with many tools providers, and their primary competitor was aggressive in its messaging. To achieve success and address these challenges, TREW created a tiered media list of publications and editors, drafted targeted high-quality content, reached out to prioritized media, executed a major product launch, and now continues to build on the newly-established relationships and company awareness.

Step 1: Develop a Targeted and Tiered Outreach List

TREW sought to develop a strategic media list for the IT company. Developing the list involved extensive research including tracking competitor coverage, searching for new publications, categorizing journalist beats, and identifying the data and articles that had been the most influential for the IT industry. This research resulted in a list of more than 25 media contacts who write for an audience relevant to the IT company’s existing product offerings and soon-to-be-launched ground-breaking new product.

To prioritize efforts with journalists, TREW ranked journalists as high, medium and low priority, and established interaction goals with each group of journalists. TREW, with the help of the IT company, then executed both proactive and reactive outreach  based on occurring events such as new articles, blog posts, and company and industry news, and introduced the IT company to the journalist when the company and its expertise could be helpful.

Step 2: Plan and Create Quality Content

For the major product launch, TREW created several pieces of targeted content, starting with the news release. Based on TREW research and several launch messaging meetings, the release focused on the product’s unique benefits for the market and application-leading specifications that factually ensured the product would stand out prominently over aggressive competitors who had a larger voice in the market, yet a technically inferior product. In addition, TREW created a one-page flyer that highlighted specific pain points of potential customers and used diagrams and explanations to show how the new product saved time, cost, and set customers up for future success.

Alongside the news release and one-page overview, TREW helped develop the slide content, flow, and messaging that positioned the company and introduced the product. In addition TREW created article abstracts that company experts could write for publications. The IT company presented the slides in run-throughs of the presentation, each time making changes and adjustments so that their messages were clearly and accurately conveyed.

Step 3: Reach out to the Media

A few weeks before the launch of the product, TREW began to contact journalists it had begun developing relationships with since Step 1. TREW introduced the product and invited journalists to meet with the company leadership and technology experts to learn more about the product and how it would meet the needs of the journalists’ audiences.

Since the PR launch process began with researching the best contacts and building relationships, as outlined in Step 1, TREW already had a start on raising the company’s visibility with key journalists which helped ensure they would more easily accept the invitation to hear about the new product at the time of announcement.

Step 4: Launch the Product

The week of the launch, the news release was distributed via wire and the IT company met with journalists across the country. They presented slides, answered questions, pitched article abstracts or offered assistance with other articles where applicable, and TREW continued to watch the targeted publications for places the new product could be included.

Step 5: Sustain the Media Relations Program

With a successful launch underway, TREW continues to build relationships with key media for the IT company. By consistently staying in touch with top media and making valuable offers of expert spokespeople, new content, and company news, overall engagements (i.e., journalist responses) are growing. As TREW and the IT company look to build on this success into 2012, a key focus is on additional compelling content and ideas to strengthen relationships with editors and grow the IT company’s image as a leader in the markets they serve.

Results:

With the PR program development and strategic product launch, the IT company secured 125% more coverage than prior launches. Throughout the launch, the company received:

• Six times more feature article coverage than their top competitor in the launch month
• Strong feature article headlines and product messaging
• Industry analyst quotes in multiple top-tier publications
• Feature coverage in four of the targeted publications
• Article headlines that included key messages promoted through the presentations, news release, and additional information materials

Did you know that for the first time, social media has surpassed company websites for consumers’ research on product information.

If you are one of those business leaders who thinks social media is only for big companies, it’s not relevant to your industry, or you’re thinking about social media but not sure where to start and how to measure its success, this blog series is for you. In Part 1, we’ll outline the five key benefits and 3 myths about social media. We’ll dispel these myths with real-world examples that illustrate why social media not only cannot be ignored, but with a clear strategy and plan, can truly enhance your company and marketing program. In Part 2, we’ll cover social media planning, how-to’s and tools and measurement tips.

So what are the key benefits of social media? Here are our top 5:

1. Gain deeper insights into your target audience and industry trends more affordably
2. Push relevant content around the clock through third-party endorsements and ease of sharing
3. Reach and engage new audiences that your traditional communication channels may not be touching
4. Increase credibility by being a valued member of and contributor to your community
5. Improve your search ranking through deeper links with social integration

Myth #1: “My customers are highly technical scientists and engineers. They don’t post on Facebook or have time to tweet.”

Reality: Don’t make the assumption that because you aren’t on social media, other engineers or prospects aren’t either. You might not be looking in the right channels for your highly technical interests. For instance, LinkedIn is a treasure trove of key decision makers across various industries. The largest population are ages 35-44 years, followed closely by 45-54 year olds.

Below is a screen shot of a LinkedIn group discussion, answering the question “What do you feel is the #1 challenge or threat to IT today?” The topic was posted in the CIO Network Group, which garnered 422 comments, many of which reveal deep insights and thorough analysis of the IT industry and provide on-the-fly market research. For more information about LinkedIn’s demographics and useful business practices, see blog post, “Social Ad Showdown: 5 Ways LinkedIn Takes Care of Business.”

Another example is Twitter. This can be an overwhelming channel if you don’t know what you’re looking for. Although Twitter has fewer members compared to other social sites (Pew Research estimates put it at approximately 10% of the global population), the channel’s users are very active spreading messages to new audiences you wouldn’t normally reach. For example, let’s look at trade shows. With tighter travel budgets, people are not attending like they used to, but through online forums, those who stay home can still follow the events of the conference and discuss. The image below shows the Twitter discussion and promotion at IP Expo, a conference serving the IP converged network community. In addition to people talking about the show off site, IP Expo uses Twitter to create a community, so people can continue the conversation after it’s over.

Myth #2: “Only outrageous or edgy products get social media attention”

Reality: While much online buzz is focused on the entertainment and fashion industries, social media also influences less consumer-focused industries such as the agricultural, electronics, and medical fields. In fact, the most unlikely products can generate tremendous online buzz. This doesn’t magically happen for B2B companies; typically it’s a result of careful marketing tactics, integrating online advertising, PR, shareable content, and offline activities to get these results. Here’s an example where one B2B engineering firm reached nearly 44 times more people through social media.

In August of this year, engineering firm Wineman Technologies and European-based applied research lab,  Tecnalia Research, announced their release of Dynacar, a fully validated, real-time vehicle model simulator for developing and testing passenger and light commercial vehicles. TREW Marketing executed the product launch around trade show NIWeek and results included coverage in print, in video, across the web, and in social media.

The graphic below illustrates the relevant impact of social media around Dynarcar’s launch. Wineman made their announcement on their website distributing to their 125 Twitter followers,which was amplified by 8 key influencers in the engineering field, who retweeted the message one or more times, reaching a total of 5,845 people on Twitter.

Myth #3: “I’m a small business and can’t afford the resources necessary to manage social media”

Reality: Social media is not free. Although it doesn’t cost you anything to create a Facebook or LinkedIn site for your company, it does take time to learn the landscape, keep up with the latest tools and trends, and maintain a consistent presence. And as we have said before and outlined in our guidebook, Smart Marketing for Engineers, we strongly encourage you to invest in social media only after you have developed a marketing plan, website, strong content, and an email marketing program.

When you are ready to begin a social media program, keep in mind some powerful statistics that may alter your future marketing allocations:

• 8 out of 10 companies of all sizes are using social media. The relatively inexpensive nature of this channel is the cause for rapid and widespread adoption of it, helping smaller businesses compete with their larger competitors (Omniture, page 3).
• Approximately 50% of companies plan to increase their social media and email marketing budgets for 2012 or in the near future (Omniture, Page 4).
• 70% of consumers reported turning to social media for objective information about a product, and 68% rely on the company website to obtain further specifications of the product. As mentioned above, for the first time, social media has surpassed company sites for consumers’ research on product information. Consumers are increasingly relying on social media for objective information about your product, then going to your website to purchase (Omniture, page 5).

Which event attracts over 3,000 of the world’s brightest engineers, educators, and scientists from around the world each year? Answer: NIWeek – a premier event on graphical system design organized by National Instruments.

TREW clients Alfamation and Cyth Systems participated throughout NIWeek, from the keynotes to technical sessions and the exhibit floor. TREW Marketing put our events and PR hats on to help with the wide breadth of marketing planning and execution at the show.

Alfamation

A key event of Alfamation’s 12–month marketing plan, developed by TREW Marketing, was planning and executing participation at NIWeek and showcasing three new product launches:

• SuperNova – a Test Development Software for NI TestStand
• FlexMedia VA-01 – a PXI-based high-speed LVDS HD Video BER Analysis module
• FlexMedia AM-01 – a PXI-based  automotive infotainment test module

Alfamation logo designed by TREW Marketing

TREW created technical product brochures and flyers for Alfamation’s products – SuperNova, FlexMedia VA-01, VG-01 and FlexMedia AM-01.

With years of trade show experience, we planned and executed the trade show marketing, from designing and producing Alfamation’s booth to developing the promotion strategy for driving traffic to the booth – one of them being iPad give aways for the NI sales force and NIWeek participants. Members of the TREW Crew helped staff the booth and bring energy and excitement to encourage attendees to stop in.

Alfamation and the TREW Crew also enjoyed showcasing the new products during in-person meetings with editors from some leading trade magazines -ECN Magazine, Photonics Spectra, Electronic Products, Desktop Engineering, and Evaluation Engineering.

Alfamation engineers leading product demonstrations in the booth at NIWeek

The Alfamation and TREW team effort paid off, with total leads exceeding set goals, new sales opportunities identified, and productive meetings with top-tier press throughout the week.

Cyth Systems

Cyth Systems had some very big news to share at NIWeek, and hired TREW Marketing to help. With a short time to build and execute the strategy, TREW worked with Cyth to position and launch their new product Circaflex – a low-cost, ready-to-use embedded control system for Life Sciences applications, such as bioprocess, biomedical, and biotech. The product was strategically launched around NIWeek so that Circaflex could be positioned at NIWeek and presented to key partners and customers.

TREW Marketing created various collateral elements for the product launch:

• 1-Pager for parnter sales force on how Cyth’s domain expertise can be leveraged in product marketing
• One page flyer detailing product features, key applications, and benefits
• Presentation slides to succinctly introduce Circaflex for to customers, partners, and press

Cyth Systems Circaflex Product Flyer

TREW also implemented various PR activities for Cyth such as improving web visibility and SEO, and pitching targeted in-person press meetings.

Leading trade magazines Cyth Systems’ met with during NIWeek to share more about their new Circaflex embedded controller.

Some other marketing activities that TREW executed for Cyth were:

• Developed a compelling customer testimonial for use in booth, online, and in parnter sales and marketing meetings
• Wrote and distributed Circaflex product launch press release
• Worked with NI to add Circaflex to 3^rd party partner website

Cyth and Alfamation Announcements Featured on ni.com

In addition to developing and executing the marketing plans for its customers, TREW was directly represented at NIWeek by co-founders Rebecca Geier and Wendy Covey, who presented the 5 Most Important Marketing Investments to an audience comprising small to medium-sized engineering product and service companies globally. The 5 investments highlighted during the presentation were – Website, Content and Collateral, Search Engine Marketing, Co-Partnering, and e-newsletters.  Read more about this presentation at the Building Stronger Partners blog, published by Jack Barber, NI Alliance Program Manager.

As the fall trade show season approaches, contact TREW Marketing to discuss how we might help your organization develop and execute a targeted product launch and trade show strategy.

We have some great news to share at TREW Marketing. We have been selected as the marketing agency of choice by Markus Tarin, President and CEO of MoviMED of Irvine, California, a leading supplier of integration services for the machine vision market. Our primary focus will be the launch of the first-ever analog frame grabber module for National Instruments CompactRIO platform. The MoviMED AF-1501 analog frame grabber module was previewed at NIWeek and will be formally announced later this fall.

“The AF-1501 analog frame grabber module for NI CompactRIO is the first of many new machine vision products to come from MoviMED” said Tarin. “TREW Marketing was a natural choice to serve as our marketing partner in this launch given their deep experience and relationships in the machine vision space and with National Instruments.”

TREW Marketing will provide a range of marketing services, from initial product launch strategy and goal-setting with partner National Instruments, to content development, media relations, and e-marketing management.

“We are honored and excited to work with MoviMED on their launch of this first-ever machine vision module for the highly successful NI CompactRIO platform,” said Rebecca Geier, principal and co-founder of TREW Marketing in Austin, Texas. “With our long-standing knowledge and relationships in the test, machine vision, robotics and industrial control markets, we look forward to applying our broad set of marketing services to this important launch for MoviMED.”

For more information about the MoviMED AF-1501 analog frame grabber module for NI CompactRIO, contact Markus Tarin at m.tarin@movimed.com.

For more information about TREW Marketing, contact Rebecca Geier at rebecca.geier@trewmarketing.com.

Read TREW Marketing’s past blog post, Top 9 List To Increase Your Product Launch Coverage here.