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When competition in the animal health industry increased the average cost of results for paid search ads, MinXray turned to LePoidevin Marketing for a new digital strategy to improve advertising ROI.
LePoidevin found that many of MinXray’s targeted keywords also applied to peripheral industries and services. To help reach the brand’s target market more efficiently, LePoidevin recommended providing a visual component by switching to display ads.
In the months that followed, MinXray's display ads garnered over 1.3 million more impressions than their search ads, and the campaign’s click totals had increased by more than 700% — all for a cost-per-click rate that was lowered over 80%.
ABBOTT ANIMAL HEALTH
Abbott Animal Health, a division of Abbott Laboratories, had worked closely with veterinarians and technicians to design a new, extensive line of I.V. fluid therapy products that fit the specific needs of a veterinary practice. Abbott needed to gain awareness and interest for the new line and asked for our recommendations.
LePoidevin Marketing developed creative concepts and headline options for each of the three sub-categories of the product line: peripheral catheters, I.V. sets and fluids, and assisted in developing questionnaires used to test the concepts with Abbott’s advisory panels and key industry opinion leaders. We designed the integrated campaign materials (including advertisements, sales collateral pieces, trade show graphics and direct mail pieces). The result was product-focused, computer-rendered imagery that prominently highlighted key product features in a highly intriguing and impactful manner.
The campaign was successful in communicating the product benefits and the “designed by and for veterinary professionals” story. Abbott sales personnel and distribution partners were excited to promote the new product line and product sales immediately following the launch exceeded expectations.
Heska Corporation sought to launch a new hematology system to the veterinary market. Conditions were less than perfect: The in-clinic diagnostic market was crowded and the launch had to take place within 45 days of notifying us.
We designed a multi-faceted, integrated program and launched it at a national tradeshow. First, a series of oversized teaser postcards was sent to vets inviting them to the Heska booth. At the conference, a press event and product unveiling were complemented by a comprehensive product brochure, booth giveaways and a live, roaming Heska product mascot (the Bunny). Spread print ads and press releases also enhanced the campaign.
Initial product orders exceeded the client’s goals and pets everywhere are benefiting from this advance in veterinary care. Heska continues to describe this campaign as the “best product launch in the company’s history.”
Luitpold needed to address new competition from generic products claiming to be the same as their degenerative joint disease medication, Adequan® i.m., while increasing awareness among horse owners and trainers.
This new competition was coming from generic products claiming to be the “same as” Adequan i.m. LePoidevin Marketing proposed an ad campaign to address these claims headon which revolved around the concept “Don’t be fooled by imposters.” This was developed to make horse owners and trainers aware that there was no such thing as a generic Adequan i.m.Visually, the ad was created to stand out in horse publications and to quickly illustrate the concept. This consumer-focused ad was simply the first component of a fully integrated campaign, working in conjunction with veterinary advertising, direct marketing and PR efforts.
The ad campaign generated high levels of positive feedback and awareness from horse owners, trainers and veterinarians. The audiences found the ad impactful and informative.
After reviewing performance on some of their brand websites, Saputo recognized an opportunity to modernize their appearance while improving online user experiences. LePoidevin was asked to provide digital schemes that aligned with Saputo’s needs.
LePoidevin worked to align the layout of each website with brand standards and each domain’s style guidelines. This process included color considerations, text placements and layout templates provided by each site’s CMS host.
A new look was applied to updated site layouts and navigation features and websites dedicated to highlighting Saputo’s Black Creek, Joan of Arc and Salemville brands were successfully relaunched. In addition, a new Saputo Cheese USA domain was established.
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