How Bandwidth Marketing instantly created a brand for Gore.

1. PHARMBIO TRADE CAMPAIGN
INSTANT BRAND CREATION
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2. GORE IS A 50 YEAR OLD COMPANY WITH
A STELLAR HISTORY OF INNOVATION.
THE SCIENTISTS AND ENGINEERS THAT DROVE THE
BUSINESS
INVENTION AND GROWTH DIDN’T REALLY KNOW
MARKETING. TO SOME DEGREE, THEIR PRODUCTS
SPOKE FOR THEMSELVES. GORE-TEX®, ANYONE?
BACKGROUND SALES WERE MAINLY CUSTOMIZED BASED ON SPECIFIC
CLIENT NEED VERSUS BROAD INDUSTRY APPLICABILITY.
MARKETING A RANGE OF PRODUCTS TO AN INDUSTRY
WAS NOT REALLY DONE. UNTIL ONE SMART CLIENT
AND HER MARKETING FIRM ADDED A BIT OF BRANDING
TO GORE’S MOLECULAR STRUCTURE.
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3. GORE PHARMBIO MARKETING PLAN WAS TO:
MARKETING ESTABLISH NAME IN PHARMA AND BIOPHARM MARKET
GOALS
SHOW GORE CORPORATE COMMITMENT TO THE INDUSTRIES
MOVE BEYOND INDIVIDUAL PRODUCT OFFERINGS
TO A MARKET FACING STORY
DELIVER THE ART AND THE SCIENCE OF
GORE PHARMBIO OFFERINGS
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4. OH, AND CAN WE MAKE Nodes
THIS AS EXCITING Pore
AS IT IS?
Fibrils
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5. BUSINESS CHALLENGES
TRANSLATE CULTURAL BELIEF AND VITALITY INTO
A BRAND MESSAGE, DIRECTED OUTWARD
SHOW AN UNDERSTANDING AND APPRECIATION
FOR THE MARKET
MOVE FROM FUNCTIONAL TO EMOTIONAL…
BUT IN A WAY THE SCIENTIST-DRIVEN CULTURE
UNDERSTANDS
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6. BANDWIDTH’S APPROACH
GORE’S STORY OF ENGINEERING,INNOVATION,
+
AND CREATIVITY WASN’T TOLD EXTERNALLY
WE SAW A NEED TO HIGHLIGHT THE CULTURE:
A CORPORATE BELIEF IN PRODUCT INNOVATION
AN EMPHASIS ON R&D DRIVING ACTION
A FOCUS ON INTERDISCIPLINARY
PRODUCT APPLICATIONS
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7. WE BEGAN WITH
A TRADE BOOTH
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8. GORE TRADE BOOTH
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9. 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.
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10. RE: INVENTION
BRAND ADS CREATED A TOAST TO THE
BRAND
UNSTOPPABLE NATURE OF PURE INNOVATORS.
ADS BEGAN WITH THE CREATIVE SPIN OF
A BRAINSTORM-RAMPANT, SCRIBBLED
TRADE AD
BLACKBOARD, AND EXPANDED TO INCLUDE
UNLIKELY SPOTS FOR CONTINUED INVENTION.
CAMPAIGN IN PHARMBIO AND ELSEWHERE, GORE
SCIENTISTS ARE ALWAYS LOOKING FOR
NEW SOLUTIONS… AND MORE CAFFEINE.
MOST IMPORTANTLY, PHARMBIO BRAND ADS
HIGHLIGHT THE COMPLEMENTARY PURPOSE,
AND PARTNERSHIP, BETWEEN GORE AND THE
CUSTOMERS. . . A SYNERGISTIC RELATIONSHIP
BUILT FROM ONGOING CREATION.
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11. GORE BRAND TRADE AD CAMPAIGN
A TOAST TO COMING TOGETHER AND INVENTING
TOGETHER. TAKING THE CREATIVE SPIN OF THE
SCRIBBLED BLACKBOARD, TO INCLUDE MORE
CREATION, AND MORE OF A PARTNERSHIP.
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12. FILTRATION. GASKETS. MEMBRANES. WITH CREATIVITY.
BRAND ADS DELIVERED THE EMOTIONAL HIGHER
PRODUCT
GROUND OF JOINT INVENTION.PRODUCT ADS
WERE WHERE THE RUBBER MET THE EPTFE.
OFTEN IN THE SAME PUBS AS THE BRAND ADS,
TRADE AD PRODUCT WORK ECHOED THE CAMPAIGN BUT
HAD DISTINCT ELEMENTS. THEY NEEDED TO SELL
HARDER. HIT FEATURE AND BENEFIT POINTS.
CAMPAIGN INTRODUCE NEW OFFERINGS.
AND, LIKE THE BRAND ADS, THEY NEEDED TO DRIVE
INDIVIDUALS TO A SPECIAL SECTION OF THE GORE
WEBSITE FOR MORE DETAILS AND CONTACT
INFORMATION.
THE PROOF IS IN THE PRODUCT.
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13. GORE PRODUCT TRADE AD CAMPAIGN
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14. GORE PRODUCT TRADE AD CAMPAIGN
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15. TRADE CAMPAIGN HELPED:
DRIVE 3X INCREASE IN HITS TO THE PHARMBIO
AREA OF WLGORE.COM
DELIVER 2X INCREASE IN SALES LEADS VS
THE RESULTS
YAG VIA INTEGRATED MARKETING EFFORTS
INCLUDING BRANDED POSTCARDS
CREATE A PRESENCE IN THE PHARMA AND
PHARMBIO INDUSTRY FOR GORE IN A MERE 12 MONTHS
MAXIMIZE IMPACT EVEN THOUGH MEDIA WEIGHT
LEVELS/SPENDING WERE 75% LESS THAN COMPETITORS
DOUBLE OVERALL REVENUE IN ONE FISCAL YEAR
CAMPAIGN BECAME A CORPORATE SUCCESS STORY,
ESPECIALLY SIGNIFICANT GIVEN PRODUCT
FOCUSED ORG STRUCTURE
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16. CONTACT INFO
PABLO SEUC-ROCHER
ACCOUNT DIRECTOR
T // 847.881.2710
E // PABLO@BANDWIDTHMKTG.COM
W // BANDWIDTHMKTG.COM
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