Personalization becomes paramount.
Marketing 101 tells us that marketers who offer tailored messages to each segment of their audience based on their different needs will be more successful than those who don’t.
As science marketers, your audience is now virtually everyone who sets foot in a lab. A recent ACS survey on purchasing practices found that only 7 percent of respondents purchase chemicals and supplies alone. Each person has a different role at a different point in the decision-making process, and you need to appeal to each person each step of the way.
Generally speaking, the purchasing process goes something like this: Graduate students, technicians, and postdocs are on the front lines, so they will recognize any lab product and service needs. They pass their product requests on to their bosses, who then conduct their own research to determine the best buy. They then recommend a particular purchase to the principal investigators or lab/department managers, who give the green light. Finally, the purchasing department places the order.
Brands that offer each of these groups targeted information that aids them in the purchasing process will break through the marketing noise.