Anritsu Lead Generation Package
We wanted to get the instrument in front of our target audience of engineers and directors, both figuratively and literally, so they could see how compact it is and how many features it has.
A side benefit of this demonstration is that the BTS Master is very similar in configuration to the Anritsu Spectrum Master, a separate instrument which is the industry leader with this audience.

Once they saw how it resembles the Spectrum Master, prospects will be more enthusiastic about the BTS Master because they will realize their learning curve for adapting a new instrument will be reduced.

Inside the box were a letter, brochure and response card inviting prospects to come to a custom microsite where they could sign up for an in-person demo and receive an iPod shuffle preloaded with BTS Master technical material.

For the second touch point, we executed an email to the same lists with the same offer including personalization. And in the third touch point, we followed up with outbound telemarketing to set set up appointment with the responders and to increase conversion from prospects who had not responded.