Question

Topic: Strategy

Marketing Glassware To Laboratories And Pharmacies

Posted by info on 2/4/2009 at 5:23 AM ET 250 Points
I am working with an established company that is a manufacturer of scientific glassware.



We are looking at potential marketing campaign options that will focus on promoting the company’s strengths of supplying bespoke/tailor made glassware (not always complex… it could be a change to a standard piece of lab ware that is specific to their need). The target audiences are influencers and buyers within various types of UK laboratories such as:



· Government laboratories – all types, eg research and analytical and any others (what are the other types?)

· Pharmaceutical laboratories - all types, eg research and analytical and any others (what are the other types?)

· Research laboratories - all types, eg research and analytical and any others (what are the other types?)

As well as:

· influencers and buyers within Pharmacies (independents and nationals etc.) in the UK



We need to look at various marketing activities to see which will be the most cost-effective and successful…

What are their buying habits/behaviour?

What are the best routes to communicating with these people... email marketing (need to buy list and send out case studies of how done great work for other similar customers to them), which journals do they read (eg laboratory news), do direct sales work (can you get in?), do people attend exhibitions on this anymore... ? (Glassware is not very 'sexy' compared to other lab products)

Any examples of succesful campaigns?

Many thanks!



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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/4/2009 at 8:27 AM Accepted
    If you don't already have a website, create one. Your target market is no doubt very Internet-savvy. Make it easy to find you. Do a pay-per-click (PPC) campaign.

    Write articles for the trade journals. For example, why custom glassware will save the lab money and/or increase their efficiency/results.
  • Posted by info on 2/4/2009 at 9:57 AM Author
    Dear Jay

    Much appreciate your feedback. A web site has been developed but I think it is weak in highlighting their strengths and I need to review their keywords that the scope of the PPC campaign they have done.

    I think you are right that trade journals are key, we need to quantify the benefits of some example bespoke pieces of glassware to get editorial space. We are looking at two key journals that target lab people.. Laboratory News and LabMate...

    Other feedback I have had said that trying to go direct to end users is very hard without a great sales force (and even then difficult with trying to reach the right people), so a better approach is to try and get more support from distributors who serve those markets. Challenge is that often they see glassware as less exciting and profitable and do not want to give it space in catalogues.... I guess we need to give them a good case for how it has saved labs money and increased efficiencies to help with this.

    Thanks

    Emma
  • Posted by info on 2/4/2009 at 10:02 AM Author
    Dear Phil

    Thanks for your feedback... trade shows and journals are a good idea although in the Uk (unfortunately) it seems that the trend is that lab people are often not let out to exhitions!! When I spoke to the leading journal for laboratories, they said that they offer a list rental service for posting out to and will put our advert in an email shot that they do (along with other info) to their readership... this would hopefully have more success than a generic list due to the concerns you raised.

    Do you have any comments on building relationships with disbributors as per my comment above?

    Kind regards

    Emma
  • Posted by Peter (henna gaijin) on 2/5/2009 at 1:23 PM Member
    I would make sure you focus on quality/durability of your products. What they have inside the glassware is often way more valuable than the glassware itself. They will want re-assurance that buying your glassware will not cause them problems.

    Testimonials from current customers is one way to help achieve this.
  • Posted by info on 2/5/2009 at 2:40 PM Author
    Many thanks Peter. Good point. Yes, I think we need some case studies and testimonials that feature the benefits we have given x laboratory.

    Kidn regards

    Emma
  • Posted on 2/6/2009 at 11:07 AM Member
    As a former product manager for a manufacturer in the scientific equipment industry, I can attest that the vast majority of glassware or any other lab supply is purchased from large distributors. Fisher Scientific and VWR are a couple of the biggest.

    Successful marketing of lab products may not end but certainly begins with establishing strong distributor relationships with these companies. However, you do mention your glassware is tailored or custom. Even so, I believe a first outlet is the big scientific catalogues. I managed some very large custom products as well, yet we had standard models listed in the catalogs.

    The tradeshows, including the giant PittCon (Spring of each year) are valuable venues for establishing brands and communicating with distributors and end users alike.... as well as for scoping out the competition.
  • Posted by info on 2/6/2009 at 12:38 PM Author
    Thank you very much for your comments.... was that in the US or UK that you worked?

    Yes, i am going to strongly recommend to my client that we do more on the distributor relationships. I know he is uncertain due to the fact that glassware is not as sexy or profitable as other items and distributors were not always very interested in the past...

    Any proven successful marketing techniques for the glassware distributors? I guess we need to demonstrate the simple but successful customisations to standard products that are proving useful in certain labs. Plus other strengths re turnaround time, accuracy etc.

    Kind regards

    Emma
  • Posted on 2/6/2009 at 4:43 PM Accepted
    I was with a US based manufacturer who sold globally. Fisher is a global distributor and will be a major player in the UK as well. There will also be regional distributors.

    Most glassware is a standard consumable in the lab. I can't speak to custom applications, but it would surprise me if the market were big... or profitable. The best thing about glassware, of course, is it's always breaking.

    Is your client not articulating a point of difference? Perhaps that's why they need you. Do they have any sales force that you could accompany into labs? Do some research. Find out why someone would want this glassware over other products. Reveal that unique selling point and brand your product lines. Then write specific copy for the distributors that identifies the other benefits.

    Email me if you need to. Glad to help. [Email address deleted by staff]
  • Posted by info on 2/8/2009 at 11:06 AM Author
    Dear Jaime

    Thank you so much for your comments... I totally agree with you and I am going to be developing materials that give case study examples of how their work is different and beneficial to help sell it in. Lots of companies say that they do bespoke/custom glassware too so we need to bring it to life to demonstrate it better. There is no big sales force as such (but there is a key experienced individual or two) ... plus it is quite difficult to get to the buyer in the labs. Yes, research is happening! Thanks for your offer - I may be in touch! Kind regards

    Emma

  • Posted on 2/28/2009 at 4:28 AM Member
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