A disturbing trend in life science marketing is the number of clone-like campaigns circulating across the industry—marketing campaigns that look and sound exactly the same. So, after Affymetrix/USB’s team of scientists greatly improved the speed of their flagship product, ExoSAP-IT, they turned to us and said, “Give us something new and fresh; we don’t want to look like everybody else.”
Aware that ExoSAP-IT offered superior time savings when compared to other PCR cleanup methods, we designed ExoSAP-IT Express with the illustrative “Express Train” launching an integrated campaign consisting of traditional, online, social, and event tactics. The key was a device-responsive landing page for converting prospects to leads by sharing highly technical data in an engaging way.
Product samples were offered, both as a means to capture prospect info and to allow scientists to experience the new 5-minute product formulation. We incorporated social media, sending an ExoSAP-IT tee shirt to everyone who shared their product experiences via Facebook, Twitter, and LinkedIn. Other tactics included eMarketing; conference show booth displays (including elevator doors wrapped in Express Train signage, a first for us!); U.S. and European print ads; and mobile and desktop banner ads.
By the campaign’s close, more than 300 qualified leads were generated for the global sales team.
