Located in Columbus, OH, Lake Shore is a global innovator in measurement and control solutions for the research market. A manufacturer of probes, sensors, and instruments, Lake Shore supports advanced scientific research.
This second-generation materials test and measurement company needed fresh branding and messaging to reflect its broader vision and to assert its leadership in the global research community. Their highly technical products and customers presented a challenge. Doctoral level content established credibility, but put a strain on their staff to produce. Marketing companies struggled to understand their sensors and systems landscape.
How We Helped
Starting with a full brand assessment and customer interviews, we gauged the needs in all areas of Lake Shore’s marketing strategy. We were then able to implement a complete marketing strategy and marketing roadmap to advance and promote new products as well as the brand.
By re-allocating print advertising budget to an integrated strategy with measurable results, we’ve helped them build their presence and bandwidth for growth. Their new branding focuses on their emerging customer and better positions them for leadership in fields such as magnetics and materials characterization as natural extensions to its original specialty, low temperature measurement. The addition of an automated inbound lead generation and nurture program has proven successful for Lake Shore, generating new leads and increasing visibility among existing leads.
Public relations, tradeshow booth design, strategy and support, social media, blogging, as well as white papers, webinars and other content development – like Google+ hangouts – have allowed Lake Shore to make the most of its technical expertise and reach its most relevant audience.