IDEX Health & Science – Tridex Product Launch
V2works partnered with IDEX Health & Science to create a visually engaging brand and marketing platform to grow awareness of their new protein analyzer for bioprocessing.
When ready to launch their first compact, purpose-build system, IDEX Health & Science teamed with V2Works to create a new brand and messaging strategy aimed at the bioprocessing industry. Even though the client was long-established in the market, because they had only dealt in component-level offerings in the past, we needed to make use of their trusted reputation while calling attention to their newly expanded system-level offerings.
To get started, our team partnered closely with the client to take a deep-dive into the product’s offerings, its target audience, positioning, and primary messaging to develop a comprehensive go-to-market product launch campaign. To streamline the process, we helped develop a multi-faceted planning process that allowed us to utilize multiple marketing outlets and coordinate campaign elements along the way.
The complex product launch included the following:
Brand & Campaign Development
Naming & Tagline Creation
Design & Layout
eBlast Design & Production
The first step was to give the new product an identity — a name, logo, and descriptor — that would catch the attention of potential customers. After multiple rounds of research, we settled on Tridex™ Protein Analyzer, followed by the creation of a new logotype (with a colorful logomark which resembles a titer), as well as a descriptor, “Real-Time Protein Titer Measurement for Bioprocessing.”
From our research exercises, V2Works identified insights, challenges, and opportunities for the product, including the core strengths and competitive advantages, helping to create new messaging that reflected the key differentiators when positioning it against competitors in the market.
New Website Section
We helped the client develop a new section on their website, dedicated to the new Tridex launch. The multi-page section highlighted the primary features and benefits of Tridex, giving customers a way to learn about the technology, download literature, find upcoming events, as well as order an instrument for themselves. With this new technology, our team also wanted customers to be able to have their questions answered easily, and/or schedule a demo of the product. As such, multiple call-to-actions were created to give people way to connect to the Tridex experts easily.
New Product Brochure
To create even more touch-points for a customer to interact with the Tridex release, our team leveraged the new Tridex identity, product photography, and web content to create a valuable piece of literature in the form of a brochure. The brochure was also used as a way to introduce the product at trade shows and sales calls, and a co-branded version was created for the client’s distributors.
In order to further strengthen the Tridex identity, branded packaging was created for both the instrument and the shipping packaging. By using a cohesive look-and-feel along the customer interaction path, from website and trade shows to when it arrives in a customer’s lab, the Tridex branding is interconnected and synergized.
Multiple Product Documentation Pieces
Along with strong product packaging, we needed to ensure that it was easy for customers to be able to take their new Tridex instrument from the shipping dock to their lab and get up and running quickly. We worked with the client to develop a series of step-by-step quick start guides, as well as a detailed 44-page product manual to complete the product documentation suite.
Creating Buzz with Email Marketing
With a finalized product identity, branding website, and collateral, it was time to create buzz in the market. A teaser email was sent a couple months before launch with a simple message: “Something BIG is Coming to Bioprocessing.” This targeted email had a 47.7% open rate, and sessions on the client’s website increased 81%. As the campaign progressed, a second email was sent out highlighting that the Tridex could now get results in 5 minutes instead of the industry standard of almost 24 hours. This email also had an outstanding open rate of 35%. Further emails in the multi-hit campaign had an average of 24% open rates over a two month period.
Once the Tridex brand strategy hit the market it generated awareness and engagement amongst bioprocessing professionals and helped position the product as a novel solution. Upon launch, the campaign generated over 300 immediate leads and almost 700 new users, holding the customers attention and differentiating from its competitors in the market.
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