Case Study

There can be many answers to this question. Often they include a lot of marketing jargon; inquiry response, brand equity, corporate image, market positioning, etc. But the real answer should be - Is the phone ringing and the website stacked with email requests for literature? That's the litmus test of a good campaign. When it's done correctly, the phone rings.

Tellurex Corporation is a good example of a manufacturer with a niche technology that needs exposure on a national and international level to promote their product line.

Each year we establish budget parameters, and develop a strategic marketing communications plan that we believe will attain defined goals. Working together, each objective and component of the plan is outlined and then refined. McConnell is then responsible for implementation of those activities throughout the year.

Tellurex is a thermoelectric module manufacturer, a very elegant solid-state cooling technology. Working with their customer Igloo Corporation, they assisted in the development of a thermoelectric refrigerator, the first of its kind in the U.S. This was an entirely new product category for Igloo, and we saw an opportunity for us to promote Tellurex and thermoelectric technology.

With the blessing of Igloo, the strategy for our advertising campaign was a testimonial about the Z-Max module's ability to meet the performance spec required for building a small refrigerator powered by a thermoelectric chip. We arranged a photo shoot in Houston with the VP of Marketing, created the ads, and placed them in magazines to coincide with the product introduction.

When the refrigerator was ready for market, we sent press releases to all technical magazines that have a readership of scientists, design engineers and electrical engineers. The strategy here was to expose thermoelectric technology to any other possible applications. We also were having an ongoing conversation with the technical editor of Design News Magazine about the new product category. They wanted an exclusive, we granted it, and set up a meeting with Tellurex, Igloo, and Design News staff at the Design Engineering Show in Chicago. What resulted was a 4 page article on the development of the refrigerator and the application of thermoelectric technology. The editors of Global Design News also picked up the article and we got additional European exposure.

We featured the article on the home page of the website for the benefit of those who weren't directed to the site by the article. As you can imagine, there were lots of folks who saw the article and then visited the website.

This is always our approach at McConnell & Associates. We call it integrated marketing communications, and it includes exploring all exposure opportunities. The more elements we are able to add to the mix, the more effective the exposure. All individual elements work in harmony to support each other, and it results in successful annual campaigns. The way we see it's simple. It's really about making the phone ring.





				There can be many answers to this question. Often they include a lot of marketing jargon; inquiry response, brand equity, corporate image, market positioning, etc. But the real answer should be - Is the phone ringing and the website stacked with email requests for literature? That's the litmus test of a good campaign. When it's done correctly, the phone rings. Tellurex Corporation is a good example of a manufacturer with a niche technology that needs exposure on a national and international level to promote their product line. Each year we establish budget parameters, and develop a strategic marketing communications plan that we believe will attain defined goals. Working together, each objective and component of the plan is outlined and then refined. McConnell is then responsible for implementation of those activities throughout the year.

			Tellurex is a thermoelectric module manufacturer, a very elegant solid-state cooling technology. Working with their customer Igloo Corporation, they assisted in the development of a thermoelectric refrigerator, the first of its kind in the U.S. This was an entirely new product category for Igloo, and we saw an opportunity for us to promote Tellurex and thermoelectric technology. With the blessing of Igloo, the strategy for our advertising campaign was a testimonial about the Z-Max module's ability to meet the performance spec required for building a small refrigerator powered by a thermoelectric chip. We arranged a photo shoot in Houston with the VP of Marketing, created the ads, and placed them in magazines to coincide with the product introduction.


			When the refrigerator was ready for market, we sent press releases to all technical magazines that have a readership of scientists, design engineers and electrical engineers. The strategy here was to expose thermoelectric technology to any other possible applications. We also were having an ongoing conversation with the technical editor of Design News Magazine about the new product category. They wanted an exclusive, we granted it, and set up a meeting with Tellurex, Igloo, and Design News staff at the Design Engineering Show in Chicago. What resulted was a 4 page article on the development of the refrigerator and the application of thermoelectric technology. The editors of Global Design News also picked up the article and we got additional European exposure.
			We featured the article on the home page of the website for the benefit of those who weren't directed to the site by the article. As you can imagine, there were lots of folks who saw the article and then visited the website. This is always our approach at McConnell & Associates. We call it integrated marketing communications, and it includes exploring all exposure opportunities. The more elements we are able to add to the mix, the more effective the exposure. All individual elements work in harmony to support each other, and it results in successful annual campaigns. The way we see it's simple. It's really about making the phone ring.