Cole-Parmer: Building Momentum for a Product Line Relaunch
Cole-Parmer, a global manufacturer of life sciences, pharmaceutical, and environmental products, recently completed a successful rebranding campaign and was ready to relaunch its fluid-handling product line, which encompasses more than 1,200 unique products.
Building upon the momentum of its rebrand, the company needed a strategy to drive sales, reconnect with lapsed customers, and foster excitement within the Cole-Parmer team.
Lightstream created a multifaceted internal campaign, which fostered a sense of ownership and companywide celebration within the Cole-Parmer team, and a cohesive external campaign, which amplified the launch and targeted “lost customers.”
Igniting Companywide Excitement
Cole-Parmer knew that the success of the relaunch would be greater if its own employees were excited and engaged.
The Lightstream team created a custom logo for internal use only and eye-catching banners to be displayed in the office lobby and warehouse. These created a constant visual reminder of the upcoming fluid-handling launch. Lightstream also ordered branded merchandise, which Cole-Parmer gifted to employees at a launch party to enhance the spirit of companywide celebration.
Capturing Outside Attention
Cole-Parmer prioritized reconnecting with and reigniting interest among lapsed customers – a potentially lucrative market segment – as well as driving sales.
Lightstream helped the company realize these external marketing goals through eye-catching packaging and presentation templates, strategic paid social and display ads, a nurturing email campaign, and a captivating hype video.
Setting the Stage for a Seamless Launch
Lightstream ensured that every aspect of the fluid-handling relaunch campaign led to a lead generation page, preventing any dead ends in external engagement.
Personalized emails tailored to specific audience segments – building awareness, providing information, or reinviting lost customers to engage – proved pivotal. Refined social targeting and creation of lookalike audiences on LinkedIn enhanced Cole-Parmer’s reach and opportunities for engagement. Continuing to build upon the momentum of the rebrand, the campaign’s cohesive aesthetic featured impactful abstract imagery that was distinct from previous Cole-Parmer visuals. The campaign incorporated clear calls-to-action, directing audiences to contact forms and pre-order options.
Strategic deployment of these creative assets before products became available sparked substantial pre-launch excitement. The relaunch also included plans to equip customers and dealers with catalogs, brochures, and sample kits necessary for continued success in generating leads and increasing sales. Future phases are already in the works to keep the campaign fresh.
Meaningful Results
The internal campaign created excitement within the Cole-Parmer team, and the external campaign resulted in $50,000 in pre-orders two weeks before the official fluid-handling product line relaunch.
Amy Evans, Cole-Parmer’s Director of Marketing, says, “We could not be more thrilled with the outstanding work Lightstream did for our Fluid Handling product launch. From the initial strategy sessions to the final execution, they flawlessly handled every aspect of the launch. Their creativity in marketing materials, precision in campaign execution, and dedication to our brand’s vision exceeded our expectations. The attention to detail and proactive communication made the entire process smooth and stress-free. They are truly an exceptional partner in driving success!”
At Lightstream, your industry is our focus. We’re your standby resource to get projects properly branded and out the door, faster. Ready to start a conversation? Click here to tell us a little about your life sciences company’s needs and goals.
