One of the things I want to do with CoolerNotes is to post about marketing plans and then report on success or failure. In my day job as a corporate marketer I would never consider this – why would I clue the competition in on my plans?
Crazy as it may sound, though, this is what I plan to do – in detail. There are a couple of reasons I want to do this…
- I can (modestly) tell you that the IceMule is the best soft cooler made. But, as a commercial endeavor, it is still experimental. And, as I experiment with tactics, my readers (all three of you) a) can see whether they work and duplicate them if they do, or b) will think I’ve completely missed the boat start yelling “Idiot” at their computer screen. BTW – in either case please send me a comment – I’m totally open to all ideas.
- Roam-It Gear (the company behind the IceMule) has a lot of constraints. For instance, we have almost no marketing budget, which means that word-of-mouth is CRITICAL. Also, our product is extremely high quality, which means that it is expensive to produce, which means my margins are tight – which limits our ability to price the product appropriately for retail store sales (though that will change at higher volumes), so all of our sales need to occur online. Also – Roam-It Gear is not my full-time gig. Which means that I can’t travel to, staff and work trade shows or outdoor events often (if at all). Forget traditional advertising or establishing a large sales force.
What all of this means is that Roam-It Gear is representative of lots of small companies online that are trying to compete with brand name companies. My thinking is that if Roam-It Gear can develop (or duplicate) tactics that make it successful, then so can your company.
So – over the next year, we’ll try different tactics, we’ll take your suggestions, we’ll likely pull our hair out. And maybe we’ll sell some coolers and create some happy customers. Either way, it’s sure to be educational.
I’ll post plans for Marketing Tactics #1 over the next day or two. But don’t tell the big guys.
Stay cool,
James
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