- Case Study -

Quantifi Photonics

capability-commercial

Transceiver Test Product Launch Campaign Increases Brand Awareness & Generates New Contacts

 

Quantifi_LogoQuantifi Photonics is on a mission to transform the world of photonics test and measurement.Based in Auckland, New Zealand and Austin, Texas, the company develops and manufactures a wide range of bench top and modular instruments and customized test solutions and is a supplier to multinational technology companies and world-leading research organizations.From enabling ground-breaking experiments to driving highly efficient production testing, they work with customers to solve complex problems with experience and innovation.

In Q1 2022, Quantifi selected TREW to work alongside their sales and marketing team to build a product launch plan and inbound marketing campaign around the release of their industry-changing PXI-based PAM4 BERT for transceiver test and measurement. This campaign was unique because Quantifi Photonics’ was not just launching a disruptive test technology. The company is bringing to market the test technology necessary to enable high-volume production of high-bandwidth optical transceivers for the first time.Therefore, the campaign materials needed to introduce the product, how it works, and its benefits while also providing sufficient background on how the new transceivers being developed and the rapidly evolving test requirements for these devices.

There were three goals for this project: 

  1. Increase brand awareness and build credibility in key markets
  2. Increase inbound leads
  3. Grow contact database

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Online News Release Postings

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LinkedIn Impressions

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White Paper Downloads

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Blog Post Views

Deliverables

  • Product Launch Strategy and 12-Month Activity Plan
    • Primary audience persona
    • Content themes and topics with SEO keywords
    • Product positioning statement
    • Product features, benefits, and advantages (FAB) matrix
    • 3 differentiation pillars with customer benefits, headline, and supporting bullets for each
    • 30-word product pitch
  • Campaign Content Development & Promotion
    • News Release for OFC Event
    • White paper & Landing page
    • Webinar
    • Infographic
    • Product Slide Deck
    • 2-Minute Product Video 
    • 4 Technical Blog Posts
    • Web Pillar Page (containing all campaign content)
    • Social Media Graphics (supporting all campaign content)
    • LinkedIn Sponsored Content Campaign (to drive leads for white paper)
    • Enewsletter Template

Initial Results

  • News Release
    • 321 online postings
    • 129 media views
    • 202 web visits to product and home pages
    • Editorial coverage in Fibre Systems, and Lightwave
  • LinkedIn Campaign
    • 113 web visits 
    • 43K impressions
    • 5 new contacts
  • White Paper
    • 62 downloads
  • Blog Posts
    • 2 published blog posts
    • 307 page views
  • Video Views
    • 63 views in first 2 weeks
 "Engineers in the photonics industry are searching for real information that helps them solve problems, not traditional marketing materials. We were impressed that the team at TREW Marketing was able to take the highly technical information we provided and develop detailed content that strikes the right balance of being technical and informational."
 

– Iannick Monfils, CTO, Quantifi Photonics

 
 

2021_Large_Portrait_Iannick

 

 

PROJECT EXAMPLES

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