Techblog
Case study: How Qlipp used online and offline marketing to boost credibility overseas
Many SMEs are looking to enter overseas markets as an additional source of revenue. But there are challenges that come along with expanding overseas. Qlipp CEO Dr Donny Soh shares how they they used videos and influencers to increase brand exposure.
When Dr Donny Soh realised that the Singapore market was too small for Qlipp, a tennis sensor app, the CEO decided that expanding overseas was the only solution.
“Singapore is a small population and there aren’t many tennis players so we knew from the first day that we had to expand and sell our product overseas as well,” said Dr Soh.
Video marketing is crucial
One of the challenges that Dr Soh faced was getting people to understand the technology and its benefits. Qlipp is a device that is clipped onto a tennis racket. It analyses a player’s stroke and speed and feeds data back to a mobile app to help players improve their performance.
“In fact, for more than three years, nobody really understood what I was talking about. Sometimes it was discouraging,” said Soh.
Then he created a simple video of how Qlipp can be used by tennis enthusiasts. It really helped showcase Qlipp and its technology.
“Posting our first advertisement on video sharing sites like YouTube helped people understand the product more,” said Soh.
“More importantly, it helped me reach the right people like the sports enthusiasts all over the world. It then became one of our most effective ways of advertising as we started getting more orders.”
Influencers help build credibility for brand
While video marketing was effective in helping Qlipp gain more exposure, using influencers helped Qlipp products gain credibility among sports enthusiasts.
“I engage with online influencers each week and these influencers come from all over the world and speak different languages. Our products will be sent to them. When they have posted the review online, we publicise it on out site and pass the reviews to distributors and retailers,” said Dr Soh.
The reviews helped build credibility for the product and the brand.
Offline marketing
It is not just online marketing that matters. He said that offline marketing does wonders as well – and he’s not talking ads on TV or newspapers.
“One of the most important reasons for our success was building relationships with retailers in our overseas markets. This is important because many sports enthusiasts buy their products from trusted and reputable retailers,” said Dr Soh.
He said that it was often a time-consuming process and retailers would not respond immediately.
“That is why you have to reach out to them consistently and follow up. Eventually some will be touched by the effort you are putting in and agree to try out the product,” he said.
“Of course, the product should speak for itself. So this method of offline marketing where you build personal relationships with stakeholder will really help with the expansion of your business overseas.”
Qlipp is now retailing in 10 different countries in Asia, Europe and the US.
- Reach out to the right people using video marketing as more people will become familiar with the product.
- Tap on influencers to make your brand more reputable, especially if it is not a household name yet.
- Work on building personal relationships with stakeholders