UKloupes Case Study
Dave Stone talks us through the various marketing techniques his business, UKloupes, uses. Dave won a
Shell LiveWIRE Grand Ideas Award in February 2010.
UKloupes was set up in 2010 to
supply affordable loupes to dental students. Along the way, their high
quality loupes have attracted interest from dentists, DCPs, specialists
and surgeons who now rely on UKloupes to assist their work. The company also donates £3 per sale to the Smile Train charity which provides free cleft surgery for children in developing countries
Stone of UKloupes has used a variety of different marketing techniques in
order to promote his business. He had this to say about some of those techniques and mediums:
Website – very successful tool for
marketing. Most buyers of any product will first search the Internet before
they purchase, so it is essential to have an up-to-date website that can act as
the face of your company when you are not there to represent it.
Leaflets – again it is important to have a
good leaflet design that will present your business well. UKloupes uses colour-printed, double-sided leaflets which can be used to grab people’s attention if
they are handed out as people walk past. If just left on a table, people rarely
pick them up - leaflets need activation to get noticed.
Posters – these have been very helpful in
announcing specific events. Like flyers, they need to be 'looked after', as old,
dated posters look bad.
Banners – we use a banner at trade events
to keep merchandise packaging covered under the table and to announce UKloupes'
Magazine adverts – we have placed an advert in the
dental student magazine 'Launchpad' which was not very successful, perhaps due
to the very early stage in our development. We are hoping to return to magazine
advertising again soon, with an improved message and more experience.
Word-of-mouth – this has been the most
beneficial method of advertising for UKloupes, especially as it is free!
More on Marketing
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