Eprep
Building a laboratory analytical equipment organisation’s profile from ground zero
THE CLIENT
Eprep is a new player in the laboratory analytical equipment market and had launched as a disruptor to the market with a new desktop sample prep automation instrument. The ePrep team has created a product range focused on the automation of analytical sample preparation with unsurpassed accuracy and repeatability. The company needed to build awareness in order to generate sales of 250,000 in year one.
THE CHALLENGE
ePrep needed to raise its profile from ground zero. The brand, the logo and the company’s proposition were entirely unknown in the marketplace. Working closely with the company, Orientation Marketing developed a full media plan, which comprises a number of market sub-segments to raise awareness of the brand and its new product offering. We were embarking on a plan that would announce this exciting young organisation to the world.
MEDIA PLANNING
We undertook a comprehensive media plan research project, exploring every media brand (both print and digital platforms) in the industries our client serves, and conducted analysis on each media brand, based on the following metrics: audience, reach/impressions, CTR, CPM and geographical coverage. We delivered a long-list and a shortlist of our recommendations to the client. After consultations with the client, we agreed upon a targeted shortlist of media brands.
Orientation Marketing carried out the booking of each asset handling all the ‘heavy lifting’ involved in booking the space, material preparation and deadline submissions. Following the management of each advertising campaign, we prepared full metrics for presentation back to the client. We presented an analysis on the performance of each media brand and asset for the benefit of future campaigns.
EVENT SUPPORT
Eprep was participating in its first major trade show and needed to establish awareness with a call to action to attend a drinks reception. We worked with the client to organise a series of awareness campaigns through e-blasts and social media campaigns to drive visitors to the stand.
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Talk to us to see how we can help you with your media planning and placements.
OUTCOMES
Since ePrep was introduced to the pharmaceutical and life science sectors a few years ago, the organisation has gone from strength to strength with its core product now being used in regions across the globe. The laboratory analytical equipment will continue to grow its market share and expand beyond its headquartered location and work with Orientation Marketing to do so in the most effective manner.
We are unable to publish specific campaign results due to client confidentiality but can share average data and industry benchmarks upon request.
“We were thoroughly impressed with Orientation Marketing’s level of professionalism and would have no hesitation in recommending them as a cost-effective agency for scientific marketing.”