E-MaterialMatters was formed in response to the growing need for metallurgical information regarding metal fabrication and its related properties. Design and process engineers have a perpetual need for technical information, ranging from the simplest question to highly technical applications. Currently, the material information base is being dispersed and many key resources are being lost in the industry.

c h a l l e n g e
Because of the unique function of this service there was an immediate need to create awareness and creditability. Strategies had to be formed on how design engineers and operations personnel could easily utilize this resource for solutions to issues and problems relating to metal applications. Advertising could only be one component of a successful strategy to promote this opportunity.

s o l u t i o n
A targeted promotional print and direct mail campaign was introduced to create awareness and drive traffic to a newly developed independent and non-proprietary Internet site. The structure of this interactive site was developed that would allow for the posting of questions, find links, address other issues regarding metal applications and obtain resolution. The unique functionality of this site is unique within the metallurgical field.

r e s u l t s
An international audience gained awareness and was directed to the site through the implementation of the targeted marketing strategy. Simple imagery and presentation separated itself from the clutter of technical information currently in the marketplace and has led to the preference of this valuable resource by design engineers.