About Lace Up
Bryan Gouthro and Gordon McTavish are both successful business pioneers who have had strong careers in retail and manufacturing starting out from Edmonton and expanding globally. Bryan has been a partner and franchiser of the Brick and has excelled at turning new customers into lifelong customers. Gordon (along with his two sons Kevin and Jeff) is a partner of Drader manufacturing and has a keen eye for supreme quality molding and plastics manufacturing.
After many years of running successful businesses, these two entrepreneurs approached us with a brilliant idea for developing a lacing stool. A stool that could be used by anyone. Any age, any size, any mobility.
Group meeting at the Nordic studio.
Market Testing / Focus Groups
Originally, we started with the early prototypes from the 3d printed moulds. We wanted to show the product to a focus group and have them give us feedback and input on what could be done to improve the original design. This was highly effective, offering our team valuable insight on use, colours, design, pricing, and other important parameters. This allowed our team to suggest alternations and improvements, before continuing.
Post product testing, we created our scope and developed a marketing guide complete with consumer profiles, strategies, and early campaign ideas. After this process the team decided on four beautiful colours and also features a skate slot, so all athletes can use to tie their sneakers, cleats or skates. We had a blast time launching their campaign over Christmas, and seeing people buy and enjoy the product.
Focus group participants trying Lace Up.
Creating the Brand
We built the brand from scratch, coming up with the brand name and crafting an identity to imply “lacing”. We also wanted to design an impressive brand that showcased the
values of leading an active lifestyle. By choosing a red brand colour, it helps showcase the vitality of the product. Additionally we designed the retail box for the product and sourced the best price and quality available, along with the instructions.
Marketing the Product
We developed creative entitled “So… My Parents Retired” which showcased the product as a gift for people with senior family & friends (ie. parents / grandparents). This included developing the scripts, storyboard, casting the actors, and undertaking the video production required to execute a very funny and interesting commercial. When marketing on social media, it is very important to have advertising that is as fun as it is informative. We felt this commercial has an excellent balance.
Developing an eCommerce Website
Nordic is proud to have built Lace Up’s eye catching and relevant website.It features an impressive landing page designed for high-impact conversion along with an internal eCommerce shopping cart along with full Amazon integration. We facilitated the account setup and fulfilment through Amazon Prime’s FBA systems for our client.
Graphic Design & Commercial Photography
This website also boasts gorgeous photos from our commercial photography team and custom graphics and animations from our in-house graphic design team. We have had such an incredible time partnering up with Gordon, Bryan, and the team at Lace Up developing and launching this product. Together, we are looking forward to achieving more goals, generating more sales and launching a new video advertisement. The team is Lacing Up for a very exciting and productive new year.
Christmas campaign ad.
About Nordic Media
We are a full digital marketing agency located in Edmonton. We believe in providing our clients with excellent video production and powerful marketing campaigns.