Luke Goodwin is a practicing physiotherapist and an expert when it comes to marketing a new product. GripSox™ are a smart buy for those needing a little extra tread when practicing their pilates moves. Learn about how Luke marketed Gripsox.

GripSox™ are …

Socks with a "non-slip" rubberised sole to help with the gripping of equipment, floor surfaces, and mats. Launched in July 2005, they are now sold around the globe.

Why non-slip socks?

My Pilates clients exercise in socks or bare feet and many were complaining of slipping when exercising. This affected their performance and was also a major safety risk.

My main challenge…

Was raising the profile of GripSox™ on a limited budget. I used my already established physiotherapy practice to promote GripSox™, but needed to reach broader audiences.

In the beginning finances proved…

Somewhat difficult to control. I had already borrowed $20,000 from the bank to set up my physiotherapy studio two years earlier, but then had a top up loan to buy the equipment for the pilates studio. My advice to other small businesses starting out is to keep overheads to an absolute minimum.

Was there a gap in the market for this product?

I couldn’t find the socks anywhere, so I knew there must be a place for them in the market place. I began to compile a database of about 100 Pilates and yoga studios in Melbourne. We then sent them a sample pair to trial, along with further information about the product and an order form. I used direct mail marketing and it was extremely effective.

Direct Marketing tips:  Chapter 13: Direct marketing - 90 KB

How do you market GripSox™?

After the initial mail out, we promoted GripSox™ via www.pilatesbrighton.com.au and set up an online PayPal shopping cart for people to buy them direct. We also set up a webpage listing all our retailers so people could also have a look at them prior to purchase from a store.

Another successful marketing ploy was to sponsor a national pilates conference. This allowed us to meet face to face with our target market and show them GripSox™.

Sponsorship tips:  Chapter 20: Public relations - 42 KB

Advertising?

Without a doubt, our best advertising results have come from establishing a website at the beginning of 2005. The majority of new referrals for my pilates studio come via my website, as do new retailers of my GripSox™ product.

Each year I also place advertisements in the Yellow™ directories which also brings in new business. I think it is important not to neglect those potential new clients who aren’t as familiar with the internet.

Directory advertising tips:  Chapter 13: Direct marketing - 90 KB

How do you measure the success of your marketing and advertising?

Every new client we see at the studio is asked how they found us and we record this information. I can then evaluate the success of particular advertising.

Best marketing advice?

You can spend all the money in the world on marketing, but if you don't satisfy your clients’ needs, the money is wasted. Make sure your product delivers on its promise.

Where to from here?

I’m also going to further develop the services we offer to customers such as pregnancy pilates, massage, podiatry, beauty therapy, nutrition and sports kinesiology.

Gripsox™ are sold throughout Australia and around the world and are now also used for patient safety in hospitals, nursing homes and around the house. The key feature of GripSox™ is a "non-slip" rubberised sole to help with the gripping of equipment, floor surfaces, and mats. To order, visit www.pilatesbrighton.com.au