Product Launch Case Study | On Water Designs

On Water Designs of Bellingham, Washington, led by Tim Niemier of Ocean Kayak fame, came up with a high-quality and high-performance yet low-cost solution for paddle board enthusiasts limited by the portability and storage requirements of paddle boards that are typically longer than ten feet. The Origami Paddler is a solid board uniquely designed to fold when not in use. When folded, it is easy to ship (conforms to UPS and FedEx shipping requirements), transport (take in your car, not on it), carry and store. When unfolded, it outperforms inflatable boards, its only real competition.

imageSince the folding boards could be shipped directly to the customer, there was no need to create a reseller network. That meant Niemier needed to be able to market and sell the Origami Paddler direct to the marketplace. Something he had never done before.

Niemier came to Whatcom Marketing seeking marketing ideas to directly reach his best prospects and generate awareness of and interest in this new product. It also needed to be accomplished with the least amount of cost. Whatcom Marketing developed a strategy utilizing online marketing channels in order to garner a sufficient number of “pre-orders” to fund the initial production run. In essence, a self-funding bootstrap product launch was planned.

In anticipation of the expected attention this campaign would receive, a marketing and sales support infrastructure was created across multiple social media platforms and a web site was built. This provided the means for prospects to learn about the Origami Paddler, discover its unique benefits and start sharing and discussing it.

A press release launched via PRWeb’s online distribution platform marked the launch of this campaign. News outlets worldwide covering sports, water sports, gadgets and inventions were attracted to the press release and began writing about this game-changing new product. Tim Niemier quote A 2-minute product video produced by Whatcom Marketing received over 2000 views within the first month and over 6000 views after only four months.

Email addresses of interested prospects were collected via social media channels and the product web site. Monitoring the online chatter and making contributions to discussions about the Origami Paddler in online forums worldwide fostered additional interest, ensured accurate information was exchanged and enabled immediate collection of market feedback about product messaging and design.

After creating pent-up interest and demand for a product no one knew to even ask for previously, emails and social media announcements were sent out announcing orders were being accepted. No one had actually seen the product, outside of the videos and a pictures. But enough interest had been created that the orders submitted were enough to cover the expense of the initial production run and product delivery. The product was successfully launched with minimal expense and time and the sport of stand-up paddle boarding revolutionized.

 

Whatcom Marketing was able to create real results for On Water Designs. We welcome the opportunity to help you take your business to the next level too. Contact us today.

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(360) 223-1438
info@WhatcomMarketing.com

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