Case Study FixMeStick
A winner on “Dragon’s Den” the Canadian version of “Shark Tank”, the owners and creators of FixMeStick chose to leverage their new-found investors money in an aggressive direct sales marketing campaign both online and on television.
The product itself combines three licensed anti-virus software programs on a USB thumb drive. The target audience has revealed itself to be people in their 50’s and older that use computers. The key insight discovered early on was not only is this group of computer users vast in numbers; they have a general lack of understanding of how computers and the internet work. They possess that with a profound distrust of allowing any company remote access to their computer.
The creative that starts addressing the hierarchy of fears is the loss or theft of personal family photos, exposure of personal data and identity, that was personified by an actual villain a supposed hacker that looks creepy. Problem identified.
The owner of the company hosts the spot which is very rare but was intentional due to his telegenic personality, obvious trustworthiness and industry background as a professional that worked to stop hackers in the corporate realm.
The FixMeStick is presented as the clear, practical, tactile DIY solution.
The animation borrows visual cues from cinematic productions like Tron, Sneakers and even Ghostbusters with concepts the audience has already bought into. The idea that viruses are living electronic entities sets up FixMeStick as a simple solution. There is no question viruses can be cleaned, trapped and stored by the product. It’s professional and consumer endorsements validate the facts.
The product is selling incredibly well both on television and at specific retailers.
“Thanks to Ron’s creative and strategy, this product is selling like hotcakes.”
Marty Algire CEO
That is as true a Canadian endorsement, if there ever was one.