Success Story
A leading global health science solutions and services provider required assistance to launch a liquid handler – at a time when the company had just undergone a major rebrand. As the market was saturated with comparable solutions there was a need for a distinctive launch campaign to set the product apart from the competition. The main challenge was to create awareness and leads for the product, while also building the new company brand identity within the liquid handling market. The launch was timed with a major show—the American Association for Clinical Chemistry (AACC) exhibition.
We crafted a strategy that involved a comprehensive competitor review, creative concepts, and the careful development of key messages, following a collaborative messaging workshop with the main stakeholders.
After finalising the concept and messaging strategy, we focused on creating essential collateral and provided practical recommendations for establishing an ongoing programme of integrated communications, including:
- Teaser video and full follow-on product video for use at show and on social media
- Sales collateral, including a new brochure
- Press release to raise awareness and increase footfall
- Leavepiece and at-show activities to encourage engagement on the booth
- Ongoing email campaign for lead generation
- Website updates for effective lead capture
- Ongoing SEO content calendar plus blogs to drive organic web traffic
- SEM campaign to increase awareness and traffic to the website
- Ongoing social media calendar to maintain engagement and lead generation
This comprehensive product launch plan addressed the challenges of a competitive market and positioned the new liquid handler as a stand-out solution. By implementing this strategic approach we successfully put the product in the spotlight at AACC, and our tailored recommendations, including engaging videos, impactful sales collateral and a multifaceted online presence, ensured a sustained and effective campaign. The result was heightened awareness and lead generation for the product and brand within the liquid handling market.