the Kelda Technology launch story
A jet engine-inspired, water saving shower system was developed by innovators and academics from Kelda Water. Led by CEO Chris Jackson, the innovation business attracted investment and developed its supply chain capability to prepare for the market. With a mandate to launch and develop sales opportunities, he turned to the team at Carswell Gould who worked with Chris, his engineers and his investors to make ambitious plans to give this brilliant business a big launch, specially designed to meet its sales targets.
“In a very short period of time Carswell Gould was able to understand us, what we wanted to achieve and then to develop an awesome brand and marketing programme that delivered results far above our expectations. They really got stuck in and gave it everything, directly resulting in us having £14m worth of sales enquiries”
With limited time and a fixed budget, we developed an end-to-end brand and strategy that covered every aspect of the proposition development, marketing, digital, events, comms and sales enablement. Our involvement covered;
Working closely with Chris, we developed a launch strategy and marketing plan that focused all efforts on the leisure and gym industry. We booked space at FIBO, ‘The World's Biggest Trade Show for Fitness, Wellness and Health’ a place packed with powerful brands and powerful people. Fans meet their fitness heroes, check out new kit and the industry unites - it was the perfect place to launch Kelda Technology to the world.
For Kelda Technology to stand out amongst the body builders and gym kit, we built a brand experience that led with the theme of science and engineering. We presented hard facts in a beautiful way framing the saving this technology start up could offer an owner and the benefit that it brings to the world.
A giant interactive touch screen calculator enabled interested visitors to explore how much money and water they could save by using Kelda Technology. It was simple and worked brilliantly, capturing people's attention and converting them to sales leads fast. The product, stand and calculator was a favourite of Olympic gold medal winner Dame Kelly Holmes, visiting media and hundreds of gym owners and their entourages.
We supported the launch with a website, as well as trade press relations, branded spring water and plenty of takeaway items. We executed social media marketing to support the event and post event after-sales follow up. Building on the success of FIBO we attended ELEVATE a similar UK based event. We reused the stand, managing the logistics, storage and event production. By doing so we extended the launch and garnered more interest for this fledgling business.
During the global launch in Germany, Kelda Technology developed £14m of sales opportunities to work through. They established new relationships with industry, investors and media including the owner of Brazil’s largest gym chain. In a short space of time we created everything the business needed to launch and grow and that's exactly what happened. Chris has developed the team, its brand and the product line considerably. You can see what they are up to now on their website.
Oh, and if you are a business looking to scale fast like Chris Jackson from Kelda Technology then perhaps you should take a lesson out of his book and “FIGHT LIKE A BADASS”.
