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ChargeSwitch™
Technology promotional campaign
Brief
DNA Research Innovations (DRI) has developed a novel technology,
called “ChargeSwitch™”, for nucleic acid purification.
ChargeSwitch™ Technology can be applied in a variety of laboratory-based
fields, from genetics to forensics, through a comprehensive range
of kits produced and distributed by the Company. ChargeSwitch™
is a new brand, breaking into a well-established and very competitive
market. College Hill Life Sciences was asked to develop a promotional
campaign to raise awareness of ChargeSwitch™ in the UK as
a new and preferable option for nucleic acid purification amongst
potential customers.
Objectives
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To raise
awareness of the existence of ChargeSwitch™ Technology
as a new and preferable alternative amongst potential customers
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To create
a novel and eye-catching theme for use across promotional campaigns |
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To
establish a brand concept that is both attractive, novel and
refreshing in a tired market, whilst also being credible and
trustworthy |
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To help
drive leads and sale of the ChargeSwitch™ products |
Methods
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Northbank
developed a visual theme based on the concept of laboratory
fridge magnet graffiti, with marketing messages being spelt
out by magnetic letters using the ChargeSwitch™ colours
used to pin product information on a laboratory fridge door |
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Visually
striking images were created using the laboratory fridge graffiti
theme and photographed for use in the campaign materials |
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A series of half page advertisements using the fridge graffiti
images were placed to appear in prominent positions in Nature
and Biotechniques, key publications for reaching potential ChargeSwitch™
customers |
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Direct
mail leaflets were also created, with front page images similar
to the advertisements, providing a visual association across
the campaign, and internal images building on the fridge graffiti
theme to provide product information and marketing communications
messages in an interesting and eye-catching format |
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The two
mailers developed a “story” to introduce the new
ChargeSwitch™ Technology in the first mailer and then
focus in on the improved sequencing results that can be achieved
when using ChargeSwitch™ for DNA purification, a key product
advantage, in the following mailer |
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The mailers
were distributed to a selected list of readers of Nature and
Biotechniques at intervals around the appearance of the advertisements,
timed to work synergistically and reinforce the marketing messages |
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An eye-catching
email alert, also using the fridge magnet graffiti theme, was
developed and distributed to a selection of appropriate registered
users of the Nature website |
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All the
marketing materials included response mechanisms, via email,
website, fax or post, in order to capture potential new customer
interest and generate sales leads |
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In support
of the promotional and commercialisation efforts of the Company,
the DRI website was extended and revamped to include product
catalogue information and a customer response mechanism, to
support the repositioning of the company as a commercial rather
than technology development enterprise |
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A PR campaign
was also run in parallel to promote new products and maximise
the exposure of ChargeSwitch™ in the media |
Results
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Nature
is read by the majority of research scientists in DRI’s
target UK market and the prominent positioning of the ChargeSwitch™
advertisement within the news pages at the front of the publication
resulted in repeated exposure of the brand to large numbers
of potential customers |
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This was
reinforced by the appearance of the advertisement in Biotechniques,
which is also distributed widely amongst the UK research community |
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Further
brand exposure and the communication of key marketing messages
to potential customers was achieved by the distribution of the
two direct mailers and the promotional email |
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High quality
sales leads were generated directly from the distribution of
the mailers and the email alert, with the email alert receiving
the greatest response |
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The fridge
magnetic graffiti theme has the potential to be applied and
used consistently in a range of ongoing marketing projects,
from advertising to promotions through events, providing a memorable
brand image |
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