Campaign: Consumer product launch on Amazon
PR team: Cone
Launch: May 2010
Objective: OrthoLite, a comfort insole supplier to footwear retailers such as Timberland and Merrell, is launching its first consumer product line on Amazon.com. In leveraging its popularity among consumers with a new marketing approach, the company hopes to expand its product lines and retail outlets, explains president Pam Gelsomini.
“The whole move is about being consumer recognized,” she says. “As more retailers have put the OrthoLite logo, via a hangtag, in the insole next to their own logo, we started getting inundated with calls.”
Idea: Working with AOR Cone, the company will focus on online communications to coincide with its strategy to launch on Amazon.
Jenn DeBarge Goonan, Cone senior account supervisor and lead on OrthoLite, explains that PR, including social media, accounts for about 75% of the campaign. “We wanted to take that equity of being the top supplier to the top retailers and translate it to the consumer,” she adds.
Gelsomini says the team will also aim for a promotional boost from its retailers as it communicates a mutually beneficial sales proposition. “We're talking it up with the shoe companies we work with,” she says. “Their consumer will get $20 of value when they see they have OrthoLite in shoes.”
Tools: The team will launch a cause-related partnership, slated for May, with a foundation that will offer grants to athletes in need of financial support. The effort, still in the planning stage, will incorporate well-known athletes.
A Web site redesign currently in the works will host links to the Amazon page and new Facebook and Twitter pages, as well as highlight product information.
Media outreach includes running and active lifestyle bloggers, as well as traditional long- and short-lead outlets.
Measurement: The team will monitor national, local, and online coverage. “The real telling point will be in sales,” Gelsomini notes.