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Acceleration Training Technology:
Trimming Down Waistlines of the Upscale Market
Challenge
Although Power Plate has been in operation for several years,
the company faced a set of unique marketing challenges as it sought to increase the global promotion of its products. Despite the Power Plate’s sleek design and proven effectiveness, exercise trends and gimmicks have made the consumer base cynical. Power Plate’s aim is to distinguish itself from the throngs and
to establish itself as a legitimate, sophisticated product.
Power Plate engaged Torque to attract consumers by refining
its image, in addition to strategizing and executing a global
marketing campaign.
Solution
To counteract the prevailing attitude of mistrust in the fitness equipment marketplace, Torque focused the Power Plate campaign
on the idea of belief: in the possibility of change, in oneself, and in the effectiveness of the Power Plate.
To implement this fresh way of talking about the product, Torque completely reworked the brand. We created a set of new graphics standards, provided strategies and materials for the global marketing effort, and helped market product franchising kits. In the course of 4 months, Torque generated brochures, tradeshow support, online banner advertising, an online viral campaign, and website presence translated into more than one dozen languages. View
the site.
Result
The initial results of rebranding have been very promising. Product sales have jumped, along with interest in partnerships from gyms, golf organizations, and other related companies. Since Torque provided Power Plate with a compelling image and various strategies to showcase its innovative products, Power Plate has never been better equipped to face the global market.
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