Multitouchpoint Strategy
Client: Guardian Athletics
Brief: Guardian athletics is a company looking to promote thought leadership on football safety, and they also have a product called the Kato Collar to prevent football injuries especially with the head and neck. Our team was brought in to consult on a strategy for trade shows, and to grow the Guardian Athletics consumer base.
Research Methods: Heuristic Analysis | Cognitive Walkthrough | Competitive Analysis
Design Tools: Sketch App | Google Sheets | appear.in | Skype | mural.co
The Challenge:
Develop a multitouchpoint trade show strategy to combat football collar stigma and increase community awareness of football safety, promoting Guardian Athletics premier product, the Kato Collar.
Key Insights:
At the end of the day, the coaches primarily buy the Kato Collar. The strategy for getting to the coaches was designed tin a way to reach the families first. Thinking that the families have more investment in the kids playing football and their well-being, they might pull more to get the coaches to buy the safety gear the kids need. As an added benefit, thought leadership will be spread throughout the community, and Guardian Athletics will be able to interact with and learn about an audience that has previously been difficult to capture.
The Strategy:
The strategy includes the purchase of a vehicle to bring around to community events, football games, and schools. This vehicle can house all of the materials needed in a trade show and be brought across the region to any event. When the vehicle is brought to schools and events, the team has an opportunity to teach and interact with the football families. Once the families become engaged members of the community, this provides further interest in the coaches who go to the trade shows having the Guardian Athletics brand in the back of their mind. They are then also educated through self discovery using a touch screen tv, a life-size mannequin wearing the collar and pads, and also the sales reps.
Prototypes:
Trade show booth experience
Featuring:
- Touch screen display.
- Bobble head mannequin with football gear and the Kato Collar on.
- An entire back wall built from the Kato Collar packaging.
- An iPad to gather feedback on the booth through a quick form.
- Lounge chairs to add incentive for people to visit the booth and relax.
The trade show in a truck
Representation of the trucks ability to bring the trade show experience anywhere.
interactive touch screen tv
An interactive, touch screen TV displaying information for visitors to the booth will be an important touch point to the strategy. The TV will provide information on the Kato Collar, Guardian Athletics, football safety, and the toolkit or "Playbook" used to educate the specific set of audiences.