Kirkpatrick Communications Kirkpatrick Communications
 
Raising Brand Awareness and Cross-Sell Opportunities with Internet Advertising 
 

The Problem

Shin-Etsu MicroSi has a diverse range of specialty products for the semiconductor market. Each product group did well in its own right, but the company had limited identity with any product or for the company. They wanted to build reputation for several products and drive traffic to their website. Requests for samples would be a leading indicator if advertising was having the desired effect.

The Solution

We developed both a banner ad and text ad campaign and targeted the audience through several websites and email newsletters. Traffic to specific product web pages increased dramatically and requests for samples for one product group increased 400% over the first 3 months of the campaign. Creative was changed several times and the campaign ran 18 months with continued good results.

THERMAL INTERFACE MATERIALS
Run Cooler - Thermal Interface Materials from Shin Etsu
Thermal grease, gel, pads and more for CPU, GPU, PLC and other temperature sensitive components. Excellent ability to dissipate heat; stable under difficult stress testing conditions; enables more functionality. Market proven, high volume, Product of Record - Shin Etsu thermal interface materials. Learn more...



Ad 1: Thermal Interface Materials

Above: Banner ad
Right: Text ad
Left: Tower ad

RESISTS
Better Reflectivity Control with ShinEtsu GBARC
ShinEtsu GBARC for high NA immersion lithography. Single layer reflectivity control for CD swing control and standing wave elimination. Straighter profiles with no footing; low LER. Eliminates dual barc coats saving process steps and chemicals. Learn more...



Ad 2: Resists

Above: Banner ad
Right: Text ad
Left: Tower ad

PACKAGING
ShinEtsu Resists - Perfect for 3D packaging, WLP, TSV and wafer bonding
For stress buffer, wafer bonding, copper pillar, RDL and 3D packaging. Low modulus, low temperature cure, low stress; g, h, or i-line sensitive, thick plating resists and dry films. Low dielectric constant; safe solvent; excellent prime-less adhesion. Learn more...

For stress buffer, wafer bonding, copper pillar, RDL and 3D packaging. Low modulus, low temperature cure, low

Ad 3: Packaging

Above: Banner ad
Right: Text ad
Left: Tower ad

RUN COOLER
Run Cooler - Thermal Interface Materials from Shin Etsu
Thermal grease, gel, pads and more for CPU, GPU, PLC and other temperature sensitive components. Excellent ability to dissipate heat; stable under difficult stress testing conditions; enables more functionality. Market proven, high volume, Product of Record - Shin Etsu thermal interface materials. Learn more...



Ad 4: Run Cooler

Above: Banner ad
Right: Text ad
Left: Tower ad

Text ad, center column
Text ad, left column
Text ads don't jump out visually the way graphic ads do, except when the topic is meaningful to the reader! Experience shows that text ads perform better than graphic ads at generating click-throughs.
Tower ad
The strong visuals of a graphic, tower ad can draw the viewer's eye, even on a busy page like this.
Banner ads are typically seen at the top of a page. Here, the banner appears at the page bottom. Surprisingly, this is very good placement when click-throughs, rather than impressions, is the primary goal.
Placement

The page shown to the left appeared both as a Web page and as an emailed newsletter. A variety of advertisement placing options are show in this example.