A STRATEGIC PRODUCT LAUNCH
Agilent Technologies produces some of the world’s leading test and inspection equipment for the semi-conductors and printed circuit boards found in everything from cellular phones to personal computers. Its Manufacturing Test Business Unit is an industry leader in in-circuit test and X-ray inspection of printed circuit boards.
Formal research conducted by Agilent revealed that name recognition was low indicating work still needed to be done to transition audiences from its former parent, Hewlett-Packard, to Agilent. Informal research regarding the X-ray inspection market conducted by Ayers with key media representatives further revealed that X-ray inspection was still something of a novelty and, despite Agilent’s market leadership, editors and reporters needed to understand the viability of X-ray inspection clearly linked to the Agilent name.
The six-month program was initiated with a special event hosted on-site at Agilent’s MTBU headquarters. Six of the company’s eight top tier publications sent representatives out for the two-day event that involved information to meet with and interview corporate executives.
Ongoing media relations activities were supplemented with an awards program whereby the 5DX Series was nominated for various general business and trade industry awards. Participation in award programs continued the momentum gained form the media event while emphasizing acceptance of automated X-ray inspection as a critical tool in detecting and repairing defects in increasingly complex electronics products. The highlight of the awards program was when the Agilent 5DX Series received two awards, including Most Innovative New Product, from a prominent weekly business journal. The product also received significant honors from major industry publications.