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The Pittcon Gold Award:
Launching new products successfully requires planning and knowledge. For many years, companies have used the Pittsburgh Conference to introduce their new technologies. But how do you make your product stand out above all the others and gain plenty of exposure at minimal cost? This challenge faced Trevor and Jezz in 1998 when TA Instruments in association with TopoMetrix Corporation brought the Micro Thermal Analyzer to the market. Pre-show marketing brought multiple customers to the booth for product demonstrations, not canned but truly "live." This was backed with excellent media coverage built on the relationships established down the years. A press event backed with individual interviews lead to broad press coverage about both the product and its applications. However, most importantly for the manufacturers, the 2980 Micro Thermal Analyzer was awarded the Editors’ Gold Award for the best new product. This in turn provided more media publicity which lasted for over a year. Recognition came in many ways: an R&D 100 award and inclusion in the London Millennium Exhibition. The key to this success was an integrated PR program executed at the highest level. • Bridging the Atlantic Overview
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