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Marketing for B2B Technologies

Print Ads: AATI


Advanced Analytical Technologies, Inc. (AATI) makes capillary electrophoresis instruments for analyzing DNA and RNA. The company's flagship product is the Fragment Analyzer Automated CE Instrument. Richard Martin oversaw collaboration with advertising agencies in Des Moines and Chicago for Fragment Analyzer's digital and print advertising campaigns during three phases:
  • 2012-2013: product launch
  • 2014-2015: "Blow Up Your Genomics Workflow" campaign
  • Late 2015 and into 2016: "Just Right" campaign

AATI revenues from capillary electrophoresis grew from $800,000 in 2009 to more than $15M by 2015.


Fragment Analyzer Product Launch Ads

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Core Lab Ad

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Make the Jump

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Lab Will Move Faster

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RNA Scrabble

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Genomic DNA Past vs. Future


"Blow Up Your Genomics Workflow" Campaign

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                                     One-Third Page: Blow Up Genomics Workflow



"Just Right" Campaign

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                                                                                  Just Right one-third page



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  • Home
  • Case Studies
    • Lead Generation >
      • Digital Oscilloscopes
      • EMC/EMI Marketplace
      • Food/Beverage & Chemicals
      • Fiberglass Grating
    • Market Development >
      • DNA/RNA Analysis
      • Semiconductor Programming
      • Pharma/Biotech Cleanrooms
      • RF Calibration
    • Product Development >
      • Fire Inspection Devices
      • Underground Pipe Locators
      • 6 1/2 Digit Bench DMMs
      • Current Clamp Meters
      • Food Irradiators
      • Circuit Breaker Diagnostics
      • Moisture Analyzers
    • Marketing Communications >
      • Technical Writing
      • Public Relations >
        • AATI
        • Kistler Morse
        • Liberty Labs
        • Ryan Instruments
        • Midcon Cables
        • Chemgrate
        • Western Display Fireworks
        • Fluke Networks
      • Sales Tools >
        • AATI
        • Kistler-Morse
        • Ryan Instruments
      • Print Ads >
        • AATI
        • Arizona Instrument
        • Ryan Instruments
      • Business Articles
  • Technologies
    • Analyzers & Instruments
    • Test & Measurement Equip
    • Refrigeration & HVAC
    • General Industrial
    • Optics
    • Nuclear-Related
    • Software and Related
    • Components
    • Computer Hardware
    • Systems
    • Medical
  • Research Snapshots
    • Fire Fighting
    • Ultrasonic Level Detection
    • Facility Lighting Systems
    • Aircraft Repair
    • Underground Pipe Locators
    • Drug Moisture Analysis
    • ESD Guns
    • Semicon Programming
    • Calorimeters
    • Installing Fiber Optics
    • Clamp Meter Displays
  • About