SUCCESS STORY: iinnLight Technologies, Inc.
"PowerMark put iinnLight on the map."
Kathleen Buchanan, CEO, iinnLight Technologies, Inc.
iinnLight Technologies, Inc. is the emerging leader in optimizing light to transform and energize lives. A first-time start-up management team about to introduce a revolutionary technology into the $1 trillion wellness industry, iinnLight had only eight weeks to be positioned as the leading provider of therapeutic light therapy delivery systems to ensure that spas and wellness centers would be receptive to iinnLight’s Molecular Massage™.
Competing to be Seen
A start-up company new to the spa and wellness industry, iinnLight looked to PowerMark to prepare them for a launch in eight weeks. Working with a short timeline, PowerMark helped iinnLight create a larger-than-life image in a marketplace known for resisting change and capital expenditures. iinnLight sought to bring new light to the spa and wellness industry; to make a major paradigm shift from rocks, water and hands-on treatments to using a “device” to deliver wellness and heath. iinnLight needed a refined brand, including messaging, look and feel, Web site, collateral, tradeshow preparation, direct mail campaigns and a fully integrated PR campaign, complete with favorable media and analyst relationships. PowerMark’s objectives were to ensure that iinnLight had the tools to optimize the window of opportunity that comes with the $1 trillion wellness revolution, to change slow adopters into fast adopters and to overcome the traditional spa paradigm.
PowerMark Solution
After partnering with iinnLight and prior to brand development and execution, PowerMark guided iinnLight’s management team through the proven PowerLaunch™ Process to develop high-impact messaging that would resonate with spa owners and directors. PowerMark experts spent the time to fully discover and comprehend the marketplace iinnLight was preparing to enter. To ensure the marketing materials communicated iinnLight’s position and would resonate with spa owners, PowerMark tested draft messaging with key influencers including prospective buyers, media and other industry thought leaders.
We fully concepted brand identity and messaging and developed a tactical plan for launch that was executed flawlessly and generated interest from local and national business and spa media, as well as excited interest from local spa owners. Despite challenges that come with guiding a young management team into a resistant marketplace with strict time restraints, PowerMark experts were able to use our experience putting start-ups on the map to guide this first-time start-up management team in their launch efforts.
PowerMark Results
The fully integrated marketing and public relations services that PowerMark provided for iinnLight resulted in a stellar launch and strong positioning for the new market entrant. With satisfied investors and an energized sales team, the iinnLight management team was able to focus on growing the business.
Specific results include:
- Advance briefings between iinnLight and three leading SoCal spas
- A cooperative marketing relationship with UCI’s Spa program
- Fifty-seven news hits with the new product launch announcement release
- Requests for demonstrations from the Martha Stewart and Rachael Ray daytime television shows
- 3,042 Web site page views within one month of launch
- 159 visitors at iinnLight’s booth at the 2008 Spa & Resort Expo
At a Glance
Industry: Spa and Wellness.
Client: iinnLight Technologies, Inc.
Situation: iinnLight had eight weeks to have their company market-ready and to build awareness and appeal in an industry resistant to change.
PowerMark Solution: Develop a brand conducive to iinnLight’s therapeutic offerings, complete with integrated marketing and PR campaigns to engage industry influencers and targets and build favorable awareness for iinnLight.
Impact: The iinnLight launch was met with highly favorable media coverage and broad market awareness.
About Us
Founded in 2005, the PowerMark Group, Inc. is a breakout marketing services company based in Orange County, California. Specializing in technology marketing and public relations, we are the only full-service marketing agency focused exclusively on technology companies. We've brought some of the industry's most seasoned experts together to help technology clients bolster awareness, drive high value sales leads and increase valuation. PowerMark consistently delivers fresh ideas and exceptional results, bringing competitive firepower and market distinction to all of our clients.
Hear what Kathleen Buchanan, CEO of iinnLight Technologies, has to say about iinnLight's experience working with PowerMark.
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