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How Bandwidth Marketing instantly created a brand for Gore.

How Bandwidth Marketing instantly created a brand for Gore.

Published in Business , News & Politics
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  • 1. PHARMBIO TRADE CAMPAIGN INSTANT BRAND CREATION bandwidth_GORE_case study.indd 1 11/9/09 12:13:37 PM
  • 2. GORE IS A 50 YEAR OLD COMPANY WITH A STELLAR HISTORY OF INNOVATION. THE SCIENTISTS AND ENGINEERS THAT DROVE THE BUSINESS INVENTION AND GROWTH DIDN’T REALLY KNOW MARKETING. TO SOME DEGREE, THEIR PRODUCTS SPOKE FOR THEMSELVES. GORE-TEX®, ANYONE? BACKGROUND 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 BRANDING TO GORE’S MOLECULAR STRUCTURE. bandwidth_GORE_case study.indd 2 11/9/09 12:13:37 PM
  • 3. GORE PHARMBIO MARKETING PLAN WAS TO: MARKETING ESTABLISH NAME IN PHARMA AND BIOPHARM MARKET GOALS 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 bandwidth_GORE_case study.indd 3 11/9/09 12:13:37 PM
  • 4. OH, AND CAN WE MAKE Nodes THIS AS EXCITING Pore AS IT IS? Fibrils bandwidth_GORE_case study.indd 4 11/9/09 12:13:38 PM
  • 5. BUSINESS CHALLENGES TRANSLATE CULTURAL BELIEF AND VITALITY INTO A BRAND MESSAGE, DIRECTED OUTWARD SHOW AN UNDERSTANDING AND APPRECIATION FOR THE MARKET MOVE FROM FUNCTIONAL TO EMOTIONAL… BUT IN A WAY THE SCIENTIST-DRIVEN CULTURE UNDERSTANDS bandwidth_GORE_case study.indd 5 11/9/09 12:13:38 PM
  • 6. 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 INNOVATION AN EMPHASIS ON R&D DRIVING ACTION A FOCUS ON INTERDISCIPLINARY PRODUCT APPLICATIONS bandwidth_GORE_case study.indd 6 11/9/09 12:13:38 PM
  • 7. WE BEGAN WITH A TRADE BOOTH bandwidth_GORE_case study.indd 7 11/9/09 12:13:38 PM
  • 8. GORE TRADE BOOTH bandwidth_GORE_case study.indd 8 11/9/09 12:13:38 PM
  • 9. TRADE PRESENCE DROVE: 250% INCREASE IN BOOTH VISITS OVER PREVIOUS YEARS COMMENTS FROM CUSTOMERS ON GORE’S IMPROVED PRESENCE AND INCREASED IMPACT THE RESULTS 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. bandwidth_GORE_case study.indd 9 11/9/09 12:13:38 PM
  • 10. RE: INVENTION BRAND ADS CREATED A TOAST TO THE BRAND UNSTOPPABLE NATURE OF PURE INNOVATORS. ADS BEGAN WITH THE CREATIVE SPIN OF A BRAINSTORM-RAMPANT, SCRIBBLED TRADE AD BLACKBOARD, AND EXPANDED TO INCLUDE UNLIKELY SPOTS FOR CONTINUED INVENTION. CAMPAIGN 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. bandwidth_GORE_case study.indd 10 11/9/09 12:13:39 PM
  • 11. 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. bandwidth_GORE_case study.indd 11 11/9/09 12:13:39 PM
  • 12. FILTRATION. GASKETS. MEMBRANES. WITH CREATIVITY. BRAND ADS DELIVERED THE EMOTIONAL HIGHER PRODUCT GROUND OF JOINT INVENTION.PRODUCT ADS WERE WHERE THE RUBBER MET THE EPTFE. OFTEN IN THE SAME PUBS AS THE BRAND ADS, TRADE AD PRODUCT WORK ECHOED THE CAMPAIGN BUT HAD DISTINCT ELEMENTS. THEY NEEDED TO SELL HARDER. HIT FEATURE AND BENEFIT POINTS. CAMPAIGN 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. bandwidth_GORE_case study.indd 12 11/9/09 12:13:39 PM
  • 13. GORE PRODUCT TRADE AD CAMPAIGN bandwidth_GORE_case study.indd 13 11/9/09 12:13:39 PM
  • 14. GORE PRODUCT TRADE AD CAMPAIGN bandwidth_GORE_case study.indd 14 11/9/09 12:13:43 PM
  • 15. TRADE CAMPAIGN HELPED: DRIVE 3X INCREASE IN HITS TO THE PHARMBIO AREA OF WLGORE.COM DELIVER 2X INCREASE IN SALES LEADS VS THE RESULTS 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 bandwidth_GORE_case study.indd 15 11/9/09 12:13:43 PM
  • 16. CONTACT INFO PABLO SEUC-ROCHER ACCOUNT DIRECTOR T // 847.881.2710 E // PABLO@BANDWIDTHMKTG.COM W // BANDWIDTHMKTG.COM bandwidth_GORE_case study.indd 16 11/9/09 12:13:44 PM