Active Products
From being the underdog to being the trusted brand in the auto detailing industry.
Progress
Over
Perfection
Building the Active brand was the stepping stone that launched my career as a marketer.
the Story
Active Products Inc. is a private label manufacturer of pressure washers. As the makers of Simoniz pressure washers, Active develops products that provide solutions to the every day home owner and auto detailers.
In 2021, the company decided to develop their own product line under the Active brand and launched their first pressure washer Active VE52. This product was a momentous point for Active as it brought the attention of key YouTube influencers in the auto detailing and garage space. After receiving a multitude of user feedback, the company decided to continue developing this pressure washer and other supporting accessories under the Active brand.
The Challenge
At this point, the Active brand had minimal visibility and credibility. The mighty Kranzle and AR Blue Clean Pro were still the go-to pressure washers in the auto detailing industry due to their reputation. How can Active pierce through the market and earn market share? Well, it all starts with the brand strategy am I right?
The Strategy
As our team observed our market, we learned that the auto detailing and home improvement target audience is much more vocal than we thought. With every known online communities in the auto detailing and home improvement space, there are countless feedback regarding their home and commercial rig set up and more importantly, complaints about the products they use and how it's causing underlying pain points.
Our team used this opportunity to develop the ultimate residential pressure washer using the feedback of the community and the product development expertise of Active. To market this idea, our best card at hand was to utilize content marketing to introduce ourselves to the market and establish great connections with the influencers to grow our community.
Our strategy was broken down into 4 pillars:
Build The Active Community:
Create strong relationships with auto detailing influencers to help establish the Active community.
Use Transparency as a Trust Building Tool:
Involve the Active community throughout the entire journey to give them the accomplishment of participating in the development of the ultimate pressure washer.
Value Progress Over Perfection:
We're regular people working together to develop the product that solves the problems of the every day users. Mistakes and inefficiencies are normal, let's build on them.
Stay Consistent:
Grow the Active portfolio by publishing consistently and developing our product line continually.
The Results
Throughout the two years of hard work and consistency, the Active portfolio grew from:
- $30k yearly revenue to $700k yearly revenue.
- 0 distribution partners to 13 distribution partners around the world.
- 2 selling products to 7 selling products on multiple channels.
