Establishing a Market for a Revolutionary New Product

Establishing a Market for a Revolutionary New Product

Introducing game-changing product innovation for patients that want to get back into the game.

Challenge

Theraband is the leading manufacturer of resistance bands utilized by physical therapists and athletes. Into 2014, only flat bands were available on the market - and while Theraband had a patented color resistance offering, many knock-off bands had popped up. When Theraband sought to revolutionize the industry with the introduction of the new CLX with Easy Grip Loops, the challenge became convincing physical therapists that incorporating these NEW bands into their practices would improve patient outcomes and improve their sales.


Ideation

The new looping system of the Theraband CLX enabled patients to hold objects with resistance - like swinging a tennis racket or golf clubs, shooting a basketball, or throwing a baseball. We developed the "Get in The Loop" campaign - to get enough early adopter physical therapists "into the looped" CLX to create a buzz in the marketplace.


Execution

We developed a dimensional mailer that included a CLX band targeted at the top physical therapists in the U.S. to get them excited about this new product. The mailer also included a promotional offer and a video highlighting the new exercises that were possible with the new CLX. The launch was then expanded to include print and digital media. The product has been well received by physical therapists and continues to grow in revenue becoming a premium option in the resistance band category.

OUR APPROACH

While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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