CASE STUDY: Innovex rebrand as a thought leader
This is the second year of an ambitious plan to reposition Innovex as the category thought leader. The long-term objective being to equip the brand with sufficient customer permission to launch new sales and marketing services.
We took the radical step of sacrificing all press and outdoor advertising for a digital only strategy, a medium where we could advertise less, debate more and engage our target customers in peer to peer communication.
And its working. Although the website is a totally new resource the industry are visiting, downloading reports, listening to podcasts etc. A full tracking survey is provided.