Being noticed in a large market is not easy. Many good products are ignored in favor of those that managed to find the right strategy.
Peter Kielland was an entrepreneur who had trouble getting people to notice his unique multi-bit drill attachment called the Scruzol. Then he caught the attention of Canadian Tire and it all changed, reports The Globe and Mail.
It all started with a phone call to a reporter at Mr. Kiellandâ€™s hometown newspaper. The Scruzol was featured, and the story was quickly syndicated across Canada. That coverage resulted in a call and an interview two days later from a local CBC-TV station, which was also picked up by NBC in the United States.
â€œThe Scruzol was definitely a unique product that included a lot of innovation; but the real reason I was able to pique the interest of the reporter was the deal with Canadian Tire,â€ says Mr. Kielland, president and founder of Visionary Technology Inc. â€œWithout the endorsement of a huge retailer, Iâ€™d be just one more inventor wannabe dreaming of getting on Dragonâ€™s Den.â€
As a small-business owner, never underestimate the power of third party endorsements. You could have the most innovative product in your industry, but without customers or partners to validate your story, no one will take notice.
Photo from Canadian Tire