Clients > Case Studies > Bio-Rad Case Study
Marketing Challenge
With more than 85,000 industry and research customers and thousands of products, Bio-Rad has enjoyed an extremely high level of awareness over the company’s five decades of serving the life science industry. While their awareness was high, their informed awareness was low. The marketplace didn’t understand what differentiated Bio-Rad from its competitors, affecting
customer loyalty.
Our Approach
Like any scientist, Chempetitive Group started with research including in-depth one-on-one interviews with Bio-Rad executives and sales personnel, quantitative customer research and a competitive brand review. After triangulating all the information, we crafted a clear, compelling and differentiating messaging document for Bio-Rad’s Life Sciences Group. With the messaging document serving as our foundation, we set out to create an efficient, integrated marketing program designed to influence the marketplace’s perception of Bio-Rad. The simple, clean corporate campaign used unique word combinations to communicate Bio-Rad’s focus on partnering with customers. Words like “Younification” and “Collaboratory” helped set the tone for the corporate campaign, which included print and banner ads, a dedicated microsite and trade show graphics. Additionally, we worked with Bio-Rad’s various product groups to make sure the corporate messaging was incorporated into product advertising, trade show and public relation activities.
Results
While Bio-Rad’s Life Science Group’s campaign has just hit the marketplace, early returns suggest that the company’s messaging resonates with the customers. In fact, the dedicated campaign web site (www.research2gether.com) received triple digit hits in the first days after launch and continues to increase each week. Additionally, the messaging has become a rallying point for Bio-Rad employees and a guide to ensuring that a consistent and meaningful message is communicated to customers.
