Thermo Fisher Scientific faced several challenges when demonstrating the Invitrogen Attune NxT Flow Cytometer, a complex, combined instrument and software solution. Product demonstrations required technical sales specialists and impeccable coordination between internal teams, in addition to demo model availability and exorbitant shipping and set-up costs.
To overcome these challenges, Thermo Fisher Scientific decided on an interactive, 3D product application to virtually supplement physical product demonstrations. They turned to Kaon Interactive given the power of the Kaon High Velocity Marketing Platform® to provide offline access to unlimited users, instant updates and deployment through the cloud, the ability to include evergreen content marketing pieces, and application extensibility after the initial launch.
“We built the Kaon application from the ground up. We truly believed this would be the difference-maker in helping Thermo Fisher Scientific demonstrate to our prospects why our products and solutions were the right choice for them,” said Patricia Sardina, global market development manager of Flow Cytometry at Thermo Fisher Scientific.
The Invitrogen Flow Cytometry interactive, 3D demonstration application includes a product tour of the Attune NxT Flow Cytometer instrument with nine flow cytometry animations illustrating, with photo-realistic quality, the workflow and Attune NxT software benefits.
“The advantage of this interactive application is that the customer is driving the experience,” described Ms. Sardina.
The lifelike, 3D model and full, non-linear interactivity allows potential customers to explore the instrument in detail, focusing on what is important to their own unique business challenges.
“They are looking around inside the product and finding the aspects that are important to them. They’re looking at the software and finding what their specific need is without the sales rep needing to draw it out of them,” Ms. Sardina said.
As the application includes eight language translations (yet another unique feature that the Kaon platform provides), it was deployed globally to the entire sales team after a mere three months of design and development. Thermo Fisher Scientific also embedded the 3D product tours into their website, and, now, potential customers can interact with the products on their own, anywhere, anytime.
Since the website launch, the Invitrogen Attune Nxt Flow Cytometer product tour delivered a massive jump in engagement. From this engagement, Ms. Sardina determined that the new 3D product tour has a greater than 50% close rate — much higher than the traditional collateral on their website.
In one of the most noteworthy phenomena of the sales and marketing application, customers created such a reliable connection with the virtual product that, in some cases, they don’t need to see the actual product.
“There was an instance in North America where the sales team could not demonstrate the physical product, so they used the application as a virtual demonstration of the product for the customer. The virtual product model was so realistic, compelling and detailed that the customer purchased the instrument without ever seeing the physical product!” shared Ms. Sardina.
There’s a clear ROI benefit, and Thermo Fisher Scientific will continue expanding the virtual product catalog to soon include more information and functions — including augmented reality, which will allow the customer to virtually place the 3D product model of the Attune Nxt Flow Cytometer into their laboratories.
“And, in the end, the project was well-done and truly effective. Kaon delivered all the things promised. It was amazing how this project vision was brought through to fruition,” Ms. Sardina concluded.
This Thermo Fisher Scientific application was recently selected from more than 6,000 entries, from companies and agencies of all sizes, to win a 2019 Communicator Award of Distinction in the Marketing B2B Effectiveness, Integrated-Campaign category.
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