Zygo – 3D Optical Profiler becomes a 3D Surface Texture Analyzer
The Challenge
Zygo was entering the market with a new surface profiler that directly competed with a device which had been introduced by their key competitor a year earlier. The question: how to create a niche in which the new Zygo technology stood in its own spotlight.
The Impact
- Regarding the brochure, the Program Manager (VP of R&D) said, “I’ve been here for nearly 25 years and this is the best brochure we have ever had”.
- Very recently, the then-marketing manager of the key competitor told us, “Our guys kept coming to us, asking why they couldn’t have things like that!”
- 18 months after the product launch, the Project Manager (who had been promoted to VP/Sales & Marketing based on the success of this product), called to say, “Within the last 8 months, our share value has jumped from $9/share to $16… and it is all your fault.”
- As a result of this program, within ~4 years, this product was outselling competitor 5:1.
When this project began, Zygo was a $16M/year company. Based on the success of this launch, it quickly rose to $40M then went on to exceed $100M, largely on the success of this product
What we did
- Created a Strategic Plan
- Conducted User-based market research on the back of a bingo card
- Repositioned the product to remove direct competition (a) No longer a run-of-the-mill “optical profiler” but a “3D surface texture analyzer” (b) Instead of showing traditional meshwork or simulated surfaces, we also prominantly displayed high definition 3D microscope images of the surface
- Generated Product Name (NewView)
- Developed a full 10 page Brochure + coordinated ad
- Directed construction of and contributed to the Sales Book
- Assisted in planning International Sales Meeting; made 2 presentations
- Wrote and placed key Article
Follow-on activities
- Created coordinated “sister” brochure for GMP
- Generated FlashPhase flyer + coordinated ad
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