Perkin-Elmer is a major manufacturer of high performance DNA testing hardware and software. In March 1996, the Company introduced AmpliTaq Gold™, a new enzyme which amplifies microscopic traces of DNA over 1 million times enabling food manufacturers, forensics labs or basic researchers to detect potentially hazardous bacteria or diseases. In the case of forensics labs, AmpliTaq Gold assists criminologists in identifying criminals or victims from hair, fingernail particles or other microscopic evidence left at a crime scene.
Barrett Marketing was hired to develop a worldwide marketing and communications launch strategy to create awareness for the new product and drive sales while trying to ensure that the introduction of the new product did not "cannibalize" sales of current product offerings.
Working with the Perkin-Elmer research & development team, sales and product marketing managers, Barrett Marketing created a worldwide launch strategy that initially utilized public relations to create awareness and define the market among potential new customers. Advertising in agricultural and scientific research publications was then used to further increase awareness and drive sales. Finally, Barrett Marketing helped launch P-E's first worldwide direct marketing program which consisted of direct mail which was localized into four languages and on-line promotion via the web.
These activities resulted in over $1 million in sales within the first two months -- exceeding projections by 60%. The direct marketing component of the campaign generated an average cost per lead of $.45 as compared to $221.00 from traditional direct channel programs.
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