Overview:
I played a key role in the marketing strategy for Skimeter, a groundbreaking AR Head-Up Display (HUD) designed to revolutionize outdoor sports by providing real-time performance data to athletes. Skimeter’s Bluetooth-enabled HUD integrates seamlessly with helmets and goggles, offering data like speed, GPS location, and temperature directly in the user’s line of sight. This project required the application of both creative marketing techniques and data-driven strategies to target the right audience and ensure a successful product launch.

Marketing Skills Demonstrated:

1. Market Research & Analysis
   – Conducted comprehensive market research to identify the target demographic, consisting of 18-45-year-old outdoor sports enthusiasts with medium to high disposable incomes.
   – Analyzed trends in the growing AR and VR sectors, focusing on how these technologies can enhance sports equipment.
   – Leveraged insights from consumer behavior studies to design a product that meets the safety and performance needs of winter sports athletes.
2. Digital Marketing & Social Media Strategy
   – Developed a pre-launch digital marketing plan that focused on building Skimeter’s brand identity through SEO-optimized content, engaging social media profiles, and influencer partnerships.
   – Launched targeted ad campaigns on platforms like TiKToK, WeChat, and Weibo, effectively reaching the outdoor sports community and driving traffic to Skimeter’s website.
   – Built relationships with influencers in the snowboarding and skiing communities to increase brand visibility and credibility.
3. Content Creation
   – Created compelling product demos, tutorial videos, and user testimonials that highlighted the value of Skimeter’s AR HUD. These were used across social media platforms and on the company’s website to drive engagement.
   – Designed educational content to showcase how real-time data access via Skimeter’s HUD could enhance performance and safety, addressing a key pain point for users.
4. Branding & Community Building
   – Established a strong brand identity for Skimeter that aligned with the needs and values of outdoor sports enthusiasts. Developed a unique positioning that emphasized safety, innovation, and community.
   – Fostered an online community where users could share their experiences, track their performance data, and engage with fellow athletes. This built brand loyalty and created a space for user-generated content.
5. Go-to-Market Strategy & Event Marketing
   – Planned and executed the product launch event, which included a combination of virtual product demonstrations and a digital advertising blitz.
   – Coordinated with retail partners and online platforms like Amazon to ensure broad distribution of the Skimeter HUD.
   – Developed a strategic roadmap for growth and expansion into new markets and sports categories, including cycling and motorcycling.
6. Customer Feedback & Product Improvement
   – Integrated customer feedback loops post-launch, using survey data and user reviews to make iterative improvements to both the product and marketing strategy.
   – Supported the creation of a CRM system to manage customer relationships and ensure ongoing engagement through personalized communication and product updates.
   – Engagement: Drove significant engagement through targeted digital marketing campaigns, influencer partnerships, and community-building efforts.
   Key Takeaways:
   Through my work on the Skimeter project, I honed my skills in digital marketing, market analysis, content creation, and community management. I was able to blend data-driven insights with creative marketing strategies to not only raise awareness for an innovative product but also build a loyal customer base.