DeNovix Inc., founded in 2012 and headquartered in Wilmington, DE,
is an instrumentation company that designs, manufactures and sells
laboratory equipment including spectrophotometers, fluorometers
and integrated spectrophotometer/fluorometer systems that meet
the demands of today’s evolving life science research.
Business Director Kevin Kelley says DeNovix operates in a highly
competitive market, historically dominated by one company.
DeNovix uses a multichannel marketing strategy to build brand
awareness and generate leads, and in 2015, DeNovix added
Biocompare to its marketing mix.
“We had the right team and the right product, but one of our biggest
issues as a new company was building our brand name and
establishing trust with customers,” Kelley said.
He said DeNovix wanted to market in places where they knew
scientists were looking, which meant that Biocompare became an
essential component of their marketing program.
Featured Products, Display Advertising, Bench Tip Articles
DeNovix takes advantage of Biocompare’s Featured Product offering.
Designed to provide maximum exposure for a product, each Featured
Product is promoted for three months on Biocompare’s homepage
and for one year within the Featured Product section.
“We found the Featured Product was a good value-add for putting
our products and brand in front of scientists when they are
searching,” Kelley said.
Kelley said they receive a steady stream of sales leads from
Biocompare, without lag. Leads with full contact information and
other valuable data such as a prospect’s buying time frame are
passed to DeNovix in a daily spreadsheet, and can be acted on before
the leads get stale or prospects give up and turn to another product
or company.
“We get more leads from Biocompare than we do from our other
campaigns,” Kelley said.
DeNovix has also taken advantage of Display Advertising on
Biocompare and content marketing opportunities such as Bench
Tip articles. Kelley said they are planning another article for this
year to increase exposure even further.
Biocompare Customer Ratings Help Promote Products
Kelley mentioned that the customer ratings feature is another
reason DeNovix works with Biocompare. “Bicompare’s customer
ratings are thorough and include detailed application information.
We want our customers to write reviews on Biocompare because
customers trust the opinions of their peers.”
Kelley said that the team at Biocompare is excellent to work with.
“They are very responsive. They make prompt changes to product
listings when we need them. They continually put new ideas in
front of us and at the same time continue to find new ways to be a
valuable resource to scientists. If Biocompare wasn’t doing an
excellent job for DeNovix, we wouldn’t be working with them,
because there are a lot of marketing options out there.”
Often, that’s what marketing comes down to: making the right
channel choices in an era when many channels are available.
Traditional print, digital and social media, conferences—DeNovix
has a sophisticated, multichannel marketing program. For Kelley,
Biocompare has been one of the right choices.
Given their recent success on Biocompare, Beckman-
Coulter has been adding more products to the
listings.
“We’ve made a serious dent into in the market share of the leader.
Biocompare definitely helps scientists discover our products and
that’s an important part of the plan moving DeNovix in the right
direction,” he says.