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<\/h2>\nCole-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.<\/p>\n
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.<\/p>\n
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 \u201clost customers.\u201d<\/p>\n
<\/h2>\nCole-Parmer knew that the success of the relaunch would be greater if its own employees were excited and engaged.<\/p>\n
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.![\"\"](\"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-content\/uploads\/2024\/06\/Thumbnail2-scaled.jpg\")
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Cole-Parmer prioritized reconnecting with and reigniting interest among lapsed customers \u2013 a potentially lucrative market segment \u2013 as well as driving sales.<\/p>\n
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.<\/p>\n
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<\/h2>\nLightstream ensured that every aspect of the fluid-handling relaunch campaign led to a lead generation page, preventing\u00a0any dead ends in external engagement.<\/p>\n
Personalized emails tailored to specific audience segments \u2013 building awareness, providing information, or reinviting lost customers to engage \u2013 proved pivotal. Refined social targeting and creation of lookalike audiences on LinkedIn enhanced Cole-Parmer\u2019s reach and opportunities for engagement. Continuing to build upon the momentum of the rebrand, the campaign\u2019s 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.<\/p>\n
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.<\/p>\n
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<\/h2>\nThe 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.<\/p>\n
Amy Evans, Cole-Parmer\u2019s Director of Marketing, says, \u201cWe 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\u2019s 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!\u201d<\/p>\n