Gore Case Study

PHARMBIO TRADE CAMPAIGNINSTANT BRAND CREATION

bandwidth_GORE_case study.indd 1 11/9/09 12:13:37 PM

BUSINESS BACKGROUND

GORE IS A 50 YEAR OLD COMPANY WITH A STELLAR HISTORY OF INNOVATION.THE SCIENTISTS AND ENGINEERS THAT DROVE THE INVENTION AND GROWTH DIDN’T REALLY KNOW MARKETING. TO SOME DEGREE, THEIR PRODUCTS SPOKE FOR THEMSELVES. GORE-TEX®, ANYONE?

SALES WERE MAINLY CUSTOMIZED BASED ON SPECIFIC CLIENT NEED VERSUS BROAD INDUSTRY APPLICABILITY.

MARKETING A RANGE OF PRODUCTS TO AN INDUSTRY WAS NOT REALLY DONE. UNTIL ONE SMART CLIENT AND HER MARKETING FIRM ADDED A BIT OF BRANDINGTO GORE’S MOLECULAR STRUCTURE.


MARKETING

GOALS GORE PHARMBIO MARKETING PLAN WAS TO:

ESTABLISH NAME IN PHARMA AND BIOPHARM MARKET

SHOW GORE CORPORATE COMMITMENT TO THE INDUSTRIES

MOVE BEYOND INDIVIDUAL PRODUCT OFFERINGS

TO A MARKET FACING STORY

DELIVER THE ART AND THE SCIENCE OF

GORE PHARMBIO OFFERINGS


Nodes

PoreFibrils

OH, AND CAN WE MAKE THIS AS EXCITING AS IT IS?


BUSINESS CHALLENGESTRANSLATE CULTURAL BELIEF AND VITALITY INTO A BRAND MESSAGE, DIRECTED OUTWARD

SHOW AN UNDERSTANDING AND APPRECIATIONFOR THE MARKET

MOVE FROM FUNCTIONAL TO EMOTIONAL…BUT IN A WAY THE SCIENTIST-DRIVEN CULTURE UNDERSTANDS


BANDWIDTH’S APPROACH

+GORE’S STORY OF ENGINEERING,INNOVATION, AND CREATIVITY WASN’T TOLD EXTERNALLY

WE SAW A NEED TO HIGHLIGHT THE CULTURE:

A CORPORATE BELIEF IN PRODUCT INNOVATIONAN EMPHASIS ON R&D DRIVING ACTIONA FOCUS ON INTERDISCIPLINARY PRODUCT APPLICATIONS


WE BEGAN WITH A TRADE BOOTH


GORE TRADE BOOTH


TRADE PRESENCE DROVE:250% INCREASE IN BOOTH VISITS OVER PREVIOUS YEARS

COMMENTS FROM CUSTOMERS ON GORE’S IMPROVED PRESENCE AND INCREASED IMPACT

COVER STORY OF THE TRADE DAILY (IN CONJUNCTION WITH PR)

MARKED INCREASE IN SALES CALLS WITH NO OTHER ORGANIZATIONAL CHANGES BUT MARKETING AND PR

IN ADDITION, SCIENTISTS AT THE SHOW ACTUALLY POINTED OUT THE SIGNIFICANCE OF THE ‘DOODLES’AND HOW WELL THEY RELATED GORE’S COMPETITIVE ADVANTAGE.

MUSIC TO OUR COCHLEA.

THE RESULTS


RE: INVENTIONBRAND ADS CREATED A TOAST TO THE UNSTOPPABLE NATURE OF PURE INNOVATORS.

ADS BEGAN WITH THE CREATIVE SPIN OF A BRAINSTORM-RAMPANT, SCRIBBLED BLACKBOARD, AND EXPANDED TO INCLUDE UNLIKELY SPOTS FOR CONTINUED INVENTION.

IN PHARMBIO AND ELSEWHERE, GORE SCIENTISTS ARE ALWAYS LOOKING FOR NEW SOLUTIONS… AND MORE CAFFEINE.

MOST IMPORTANTLY, PHARMBIO BRAND ADS HIGHLIGHT THE COMPLEMENTARY PURPOSE, AND PARTNERSHIP, BETWEEN GORE AND THE CUSTOMERS. . . A SYNERGISTIC RELATIONSHIP BUILT FROM ONGOING CREATION.

BRANDTRADE AD CAMPAIGN


GORE BRAND TRADE AD CAMPAIGN

A TOAST TO COMING TOGETHER AND INVENTING TOGETHER. TAKING THE CREATIVE SPIN OF THE SCRIBBLED BLACKBOARD, TO INCLUDE MORE CREATION, AND MORE OF A PARTNERSHIP.


FILTRATION. GASKETS. MEMBRANES. WITH CREATIVITY.

BRAND ADS DELIVERED THE EMOTIONAL HIGHER GROUND OF JOINT INVENTION.PRODUCT ADS WERE WHERE THE RUBBER MET THE EPTFE.

OFTEN IN THE SAME PUBS AS THE BRAND ADS, PRODUCT WORK ECHOED THE CAMPAIGN BUT HAD DISTINCT ELEMENTS. THEY NEEDED TO SELL HARDER. HIT FEATURE AND BENEFIT POINTS. INTRODUCE NEW OFFERINGS.

AND, LIKE THE BRAND ADS, THEY NEEDED TO DRIVE INDIVIDUALS TO A SPECIAL SECTION OF THE GORE WEBSITE FOR MORE DETAILS AND CONTACT INFORMATION.

THE PROOF IS IN THE PRODUCT.

PRODUCTTRADE AD CAMPAIGN


GORE PRODUCT TRADE AD CAMPAIGN


TRADE CAMPAIGN HELPED:DRIVE 3X INCREASE IN HITS TO THE PHARMBIO AREA OF WLGORE.COM

DELIVER 2X INCREASE IN SALES LEADS VS YAG VIA INTEGRATED MARKETING EFFORTS INCLUDING BRANDED POSTCARDS

CREATE A PRESENCE IN THE PHARMA AND PHARMBIO INDUSTRY FOR GORE IN A MERE 12 MONTHS

MAXIMIZE IMPACT EVEN THOUGH MEDIA WEIGHT LEVELS/SPENDING WERE 75% LESS THAN COMPETITORS

DOUBLE OVERALL REVENUE IN ONE FISCAL YEAR

CAMPAIGN BECAME A CORPORATE SUCCESS STORY, ESPECIALLY SIGNIFICANT GIVEN PRODUCT FOCUSED ORG STRUCTURE

THE RESULTS


PABLO SEUC-ROCHERACCOUNT DIRECTORT / / 847.881.2710E / / [email protected] // BANDWIDTHMKTG.COM

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Gore Case Study

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