The document describes a trade campaign conducted by Bandwidth for Gore to help build its brand and presence in the pharmaceutical and biopharmaceutical industries. The campaign included designing a trade booth to showcase Gore's culture of innovation and creativity. It also included brand-focused and product-focused trade advertisements. The results of the campaign included a 250% increase in booth visits, a cover story in a trade publication, and increased sales leads and revenue for Gore despite lower spending levels than competitors. The campaign helped establish Gore as a key presence in the pharma and biopharma industries within 12 months.

1. PHARMBIO TRADE CAMPAIGN
INSTANT BRAND CREATION

2. BUSINESS CHALLENGES
INDUSTRY SKEPTICAL OF GORE COMMITMENT
TO PHARM / BIOPHARM SECTOR
CUSTOMIZATION OFTEN LED TO PRODUCT SALES
WITHOUT SCALE, OR QUALITY BUILDING
SUCCESS / PRESENCE OF GORE-TEX HAD NOT
TRANSLATED TO BROADER GORE SALES
AND MESSAGING

3. BANDWIDTH’S APPROACH
GORE’S STORY OF ENGINEERING, INNOVATION,
+
AND CREATIVITY TELL EXTERNALLY
HIGHLIGHT THE CULTURE:
CORPORATE BELIEF IN PRODUCT INNOVATION
EMPHASIS ON R&D DRIVING ACTION
FOCUS ON INTERDISCIPLINARY
PRODUCT APPLICATIONS
FIND INSIGHT THAT UNIFIES GORE
AND CUSTOMER VALUE
MOVE FROM FUNCTIONAL TO EMOTIONAL…
BUT IN A WAY THE SCIENTIST-DRIVEN CULTURE
UNDERSTANDS

4. GORE TRADE BOOTH
ON OUR FIRST ENGAGEMENT WITH GORE,
WE DROVE A FAST, 6 -WEEK PROJECT
DESIGNING A TRADE BOOTH WITH AN EYE
TOWARD BUILDING A BRAND AND
CELEBRATING CREATIVITY OF INVENTION

5. 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.

6. GORE BRAND TRADE AD CAMPAIGN
WE THEN TACKLED TRADE ADVERTISING TO BUILD
THE DIVISIONAL BRAND. WE PUSHED BEYOND THE
BLACKBOARD TO TOAST CONSTANT INNOVATION AND
COMMON GOALS OF INVENTOR SPIRITS

7. GORE BRAND TRADE AD CAMPAIGN
WE THEN TACKLED TRADE ADVERTISING TO BUILD
THE DIVISIONAL BRAND. WE PUSHED BEYOND THE
BLACKBOARD TO TOAST CONSTANT INNOVATION AND
COMMON GOALS OF INVENTOR SPIRITS

8. GORE PRODUCT TRADE AD CAMPAIGN
OFTEN IN THE SAME PUBS AS THE BRAND CAMPAIGN
IT MIRRORED, PRODUCT PITCH ADS SOLD HARDER,
HIT FEATURES / BENEFITS, INRTODUCED NEW
OFFERINGS- CREATIVELY

9. GORE PRODUCT TRADE AD CAMPAIGN

10. TRADE CAMPAIGN HELPED DELIVER:
3X INCREASE IN HITS TO THE PHARMBIO AREA
OF WLGORE.COM
2X INCREASE IN SALES LEADS VS YAG
THE RESULTS
VIA INTEGRATED MARKETING EFFORTS
INCLUDING BRANDED POSTCARDS
A PRESENCE IN THE PHARMA AND PHARMBIO
INDUSTRY FOR GORE IN A MERE 12 MONTHS
DOUBLE OVERALL REVENUE IN ONE FISCAL YEAR
THOUGH MEDIA WEIGHT LEVELS/SPENDING WERE
75% LESS THAN COMPETITORS
CAMPAIGN BECAME A CORPORATE SUCCESS STORY,
ESPECIALLY SIGNIFICANT GIVEN PRODUCT
FOCUSED ORG STRUCTURE