Relevant Mind is positioning itself as the savvy friend that you ask advice on what to buy, says Heddi Cundle, chief communicator at Tanjable PR.
The site lets users search for a product, and then lists the most relevant online communities that are discussing it. Rather than pulling up reviews, the site taps into online conversations, like comment sections. "We are hoping to change what people's expectations are about product research," says Aaron Mann, Relevant Mind's CEO.
Idea: For its launch, Relevant Mind's queries are limited to cycling and golfing products, but the company plans to eventually cover many more consumer areas. Cycling and golfing were targeted because both hobbies tend to attract enthusiasts who are eager to learn about the latest products. "We don't want to send traffic to RelevantMind.com, we want to send it to our road-bikes page, to our golf page - so that's where our marketing is going to be directed," says Mann.
Tools: Media outreach has been to technology and media trade press. Plans are underway to reach out to the business press and consumer publications that target golfers and cyclists. Prior to launching, Relevant Mind offered a private, invitation-only beta. The site is also building awareness among user communities that are looking for ways to have a dialogue with like-minded forums. Future plans include launching a Facebook application that lets users display their favorite products.
Measurement: Success will be determined by the activity level on the site, the number of times the "Buy Now" feature is used, and content sponsorships.
Campaign: Launch of RelevantMind.com
PR team: Tanjable PR
Other marketing: Sponsored content
Launch: September 24