The global leader in fiber, power amplification, and laser technologies wanted to make an indelible mark on the industrial manufacturing channel, by developing sustainable market chatter regarding its new NuQ technology. Knowing that this powerful, compact laser marking system is ideally suited for high-speed, precision applications, LSHD focused its messaging strategy on the connection between the needs of manufacturers and the attributes of the system. The “When Beam Quality Matters” series of ads appeared in an in-channel publication and created the buzz (and business) our client was looking for.