Glion: The Balto Launch
The Ask 1.0
Glion, an e-scooter and mobility company, first reached out wondering if I could help them better understand their customers, their competitors, and how they could improve their advertising. I said sure thing.
Then Came Ask 2.0
In the midst of our audit, Glion mentioned a new product called Balto. This e-scooter-meets-moped-meets-portable power station was almost ready for preorder, and in the past, Glion had always used Amazon or Kickstarter to launch new products.
Now they wondered if I could help them create a promotional launch plan using only their owned channels. I said absolutely.
The Idea:
If we were going to effectively launch Balto, we first needed to identify our key message. Then, we needed to figure out how to intertwine all of our existing channels. And ultimately, we needed to make sales.
Reworking our website
As soon as someone visited the Glion website, they were met with a photo, headline and CTA all talking about Balto. If they clicked through, they were brought to a shiny new and streamlined product page. Here, we made sure all of our copy was providing value and answering client questions.
Prioritizing PR
Talking about yourself will only get you so far. Knowing that word-of-mouth and positive PR could introduce us to new audiences, I recommended Kayla Eggenberg at Smith Kroeger to Glion. She and her team got Balto in front of journalists and landed us features in Forbes, Esquire, and Tom’s Guide.
Supercharging our mailing list
One of Glion’s most valuable assets was its mailing list. With over 5,000 contacts, we made messaging to this audience a top priority. The results? Well, they spoke for themselves:
Getting social
Glion already had a significant following on Facebook, but Instagram had been largely forgotten. However, knowing that a significant portion of our audience preferred this platform, we started pouring our energy into writing and posting Insta-worthy content.
The Results
While Glion has asked that the final tallies be kept confidential, the entire team considers the Balto launch a resounding success. We saw tens of thousands in sales, a reinvigorated social following, and a growing mailing list.
Even better, not a single cent went to third-party vendors, and happy customers all around the U.S. were soon scootering on their brand-new Baltos.