Hach 5500 Silica Analyzer Sales Tools Launch

Hach is the standard-bearer for silica analyzers in the power industry. Their twenty-year-old Series 5000 model has stood the test of time and served as a mainstay for power plants worldwide. Hach decided to create their own growth market by engineering a next generation version of the analyzer, the Series 5500. The extremely narrow audience for this device was made up of scientists, engineers, foremen and power plant operators. Carbon8 had two large challenges when approaching the launch of this new product. First, how do we tell the story of the new silica analyzer in a compelling way to a small, familiar audience? Second, how do we provide the sales team with an easy way to demo the device without hauling around a 40 lb., $15,000 unit?

Interactive Demo

To solve the issue of how to demo a 2’ x 2’ x 4’ instrument, Carbon8 created a completely interactive virtual experience to take the place of the actual analyzer in person. Built for both the web and as an iPad app, the Hach 5500 Silica Analyzer Demo was a super-realistic digitally rendered model of the device, complete with working interactive keypad and on-demand animations. Features, benefits and specs were easily found, along with a Virtual Power Plant, which cross-marketed all Hach products available for the power industry. The video and downloadable resources were also included within the app, allowing the sales team easy access to a variety of resources all in one location.

Dynamic Video

Carbon8 recommended a dynamic product launch video that would focus on the R&D process that went into the new analyzer and highlight new benefits. By filming and editing the video to appear more like a commercial than the standard dry product overview, Carbon8 demonstrated the lengths to which Hach went to glean customer feedback and showed the actual engineering team members throughout the video. With this unique approach, Carbon8 was able to engage the audience on a more human level.

 

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