Objective: Create an E-Commerce business in the US from a single invention

Result: Solid sales performance in the US and launch of European sales channels

Background

Prolix Music had a USPTO patent pending for a guitar humidifier and wanted to launch their invention and business in the US. They were committed to being 100% manufactured, assembled and made in the USA and had little to no experience in Business to Business or Business to Consumer marketing. The initial plan was to approach large distributors and retailers, however, the Covid-SARS2 pandemic hit in December 2019, changing the strategy entirely. It was decided to launch direct marketing sales from the manufacturer to end customer, through Amazon, eBay, Reverb and directly on the website.

Brief

Create a brand, product branding, packaging, pricing, instructions, digital marketing, PR, content provision, essentially, McCarthy’s seven P’s (product, price, promotion, place, people, process, and physical evidence). And to drive a social media strategy to engage musicians and independent artists by amplifying a word and mouth campaign.

Solutions

We launched and quickly became an Amazon’s Choice product and for a short period the number one seller of guitar humidifier’s. From customer feedback and the stresses of a difficult manufacturing process, we decided to redesign the product to improve consistency, reduce manufacturing time (increasing profitability), and improve the experience of use. We launched the Vertigo System, and Vertigo Single as the lockdowns lifted, which had a negative online sales effect, however, we returned to the original strategy of selling through distributors and retailers, and have opened negotiations and closed deals with several ‘bricks & mortar’ companies.

Outcomes

From October 2019 when the company launched until today we have seen considerable expansion and are now routing the business in a commercial direction with large buyers in the US and Canada that can move product into retail outlets, that will see the business move into more of a manufacturer rather than a direct selling organisation. We proved the concept, sold strongly, now that CovidSARS2 restrictions are lifting we have moved the marketing operational target to retail, which is proving to be easier than expected as we already have 2 seasons of sales results under our belt.

Summary

The business continues to grow and multiple opportunities continue to surface, a few investment banks have contacted the business to formalise a purchase offer and Ernie Ball, one of the largest musical accessory manufacturers in the world are currently considering the patent for purchase. The business has a product development map and continues to invest in Research & Development.