The Business Brickyard

The personal Blog of Howard Mann. Author, Speaker & Entrepreneur. - January 7th, 2009
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Every organization is optimized to achieve the results it currently gets.

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21
Aug
08

Kinesio Tape and The Endless Power of Free

You know that Kinesio tape that you first saw on, now Gold Medal, volleyball player Kerri Walsh? They had hit a wall trying to sell directly to doctors who, typically, will not try anything unless they have the legal safety net of the FDA.

So what is a company to do that believe passionately about the purpose, benefit and the value of their product ?

Kinesio gave over 50,000 rolls of it to athletes at the Beijing Olympics for FREE.

The result? Over 400,000 visits to their web site in the last week and a half, countless articles in mainstream media/blogs, priceless buzz and a business that has gone from selling 36 rolls of the tape a year to now hundreds of thousands of rolls per month. Best of all they have a simple story people can tell other people when they see them wearing the tape (I doubt the bold colors they chose for the tape are an accident.  It is not for hiding like a band-aid).  

Clif bars started out with little to no funding so they took their home made bars to marathons, triathlons and bicycle races and gave their bars away.  When people tasted the difference and monster brand was born.

Where are the people that would love using your product or service spending their time?  How do you get your product to them for free so they can experience it?

Make a list of places and a list of specific actions that put your product/service there (And, as always, who is going to do it and when are they going to get it done).

 

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