New to the World Technology

How often does radical new technology come along—that can also help save the planet? It’s a rare occurrence, but BOLTgroup has watched it happen. We were chosen to create the brand for technology with great potential…help create awareness and build value in it, communicate that out to a multitude of market segments, and put it on the map.

Making it Real…Making it Understandable…Show Me the Money!

The most sustainable process for dyeing and decorating synthetic textiles had just been invented. It saves energy, it saves money, it reduces green house gases. And—it doesn’t use or pollute any water! (Editor’s note: Traditional textile dyeing and decorating is the #3 polluter of water on the planet­—trillions of gallons a year.)

AirDye. Save Water. Save the Planet (see Messaging, A.). This is how we would get attention. This is how we would attract the press. But this new technology also needed to be adopted by manufacturers. There had to be an ROI. Marketers of end products, from apparel, to window treatments, to hotels (see Hotel Proposal Showing AirDye, B.) to retailers would need a value proposition to attract customers and drive purchase. This became the challenge.

Market Tiers and Strategic Focus

From the core brand foundation we drove out the positioning and personality of the brand. We then created the value propositions that steered us to a communication platform centered on a tiered approach to the market.

We had to build the brand very quietly with the consumer, while creating buzz and desire with manufacturers and the industries they served. We got very focused and very direct, using targeted communication and our proprietary networks. In line with the technology’s sustainable practices, we minimized printed collateral and traditional advertising, and instead sought out targeted events, harnessed the power of new media, and built a presence on the web and through social media. Blogs (see Consumer Blog, C.), specifically for consumers and for business, have allowed the brand to speak to both sides of the sustainability equation. The truth of the brand has become evident, and is fostering long-term goodwill that will ultimately convert to value and preference in each market segment.

It’s still in the early days, but with private investors lining up, we’re sure we’re doing something right!