GRADIPORE: Product Branding

Gradipore, an Australia-based company who is a pioneer in precast gel production for bio separation research, wanted to introduce their precast gradient gel in the United States. Their two major competitors were large companies with even larger marketing dollars and strong name recognition. Researchers who didn't purchase from one of the large gel makers, made their own gels. Therefore Gradipore had to reach two audiences. Gradipore faced the challenge of entering an unfriendly market with a splintered message and a marketing budget a fraction the size of their competitors. Merrell Remington was chosen to help Gradipore launch in the U.S. and help them gain a foothold in the market. We had to establish a corporate look and feel as we began the brand building process that would pave the way for future product launches. We also needed to deliver immediate sales results.

Our direct mail strategy combined with a trade journal campaign established Gradipore as a serious contender in Bio separation.

Our initial test outperformed the prior marketing efforts by 355%, the cost per lead was reduced by 71%, the closing rate more than tripled thus reducing the marketing cost per sale by nearly 90%.