Apr 29, 2003 But why auction machines still hot from their launch?
Karen Moore-Watts, Director of Global Marketing at Universal, explains: "We want to raise awareness of the fact that Universal Instruments not only has a new machine on the market, but one aimed squarely at mid-range users.
Traditionally, we are known for high-end flexible fine pitch systems like the GSM Platform, which has become the mainstay of surface mount production in many large multinational corporations worldwide".
"A conscious focus on the mid-range market is a new departure for us, and that was the topic of a management discussion about how to communicate this to the world.
Then, a lateral thinker in the group suggested using our new online auction site, pointing out that as the site will normally offer spare parts and extras, adding full machines would also be a radical departure for Universal.
We simply liked the idea and went with it.
What better way for us to build brand awareness - and for a customer to experience Universal Instruments equipment at a cost-effective price - than to put Vantis machines on the virtual pedestal of an online auction".
Moore-Watts claims that Universal is always prepared to try new avenues of communication and contemporary methods to connect with its customers.
In profiling the market for Vantis, the company has identified an interesting characteristic of smaller and medium sized manufacturers: "Many of the decision-making individuals in this sector are so technologically savvy that online resources and transactions are second nature.
We think our unusual auction offer will appeal to them", she says.
A link to the new Universal Instruments auction site can be found on the corporation's home page.
The Vantis systems auction will close on 30th May 2003.
Universal Instruments
www.uic.com
