Our Journey with Podfo
Our Managing Director, Samantha Davidson explains how we’ve helped a leading North East innovator to reposition and launch their bespoke biometric insole into the orthotics market.
Following consultation with hundreds of orthotists, podiatrists, collaborators, businesses and industry experts, Podfo an innovative bespoke biometric insole which is seamlessly designed for the closest fit to the foot was ready to launch. The company appointed us to support them on their journey of taking their product to market, build its profile and increase engagement in priority sectors with a focus on the sports market.
As their marketing partner we created a strategic integrated marketing campaign to launch Podfo into the orthotics market and position them as a leader and innovator in the development and manufacture of bespoke biometric insoles. The new brand and visual style we developed presented Podfo as vibrant, innovative and technically advanced and help the product to engage more effectively with their target audience. This was supported with new messaging which would resonate with the wearer on a personal level and reinforced the benefits of Podfo as a superior product that can tremendously benefit anyone who requires an orthotic; whether it’s optimising sporting performance, supporting injury recovery or simply making everyday life more enjoyable…Podfo is made for you. A new website and marketing collateral was created to underpin their strategy and nurture, educate and raise awareness of Podfo to new and existing clients, and the market in general.
The product launch event was held at the Great North Museum: Hancock to unveil the new brand, website and marketing plans which will help drive their strategy forward. We provided full event management and are now supporting in the delivery of the plan on an ongoing basis – marketing tactics include PR, digital marketing, social media and targeted campaigns.
Elaine Hall, managing director at Podfo Ltd said: “Horizonworks has quickly developed a sound understanding of our business and has played an integral part in our product launch. They have developed a modern and vibrant brand to help us reposition Podfo in a very competitive industry, providing collateral to support us in making our footprint in the orthotic market. We look forward to working with them on the further development and execution of our marketing plans, they really have become an extension of our Podfo team!”
Samantha Davidson, managing director at Horizonworks, said: “We love working with leading edge innovators and Podfo is a fantastic example of a company who are at the forefront of their industry. It’s also great to launch a product which has been developed and manufactured in the North East to a national consumer market.”
Horizonworks specialises in working with businesses from the manufacturing, engineering, automotive technology and innovation-led sectors. We offer marketing, strategy, PR, creative and digital services – all under one roof – to ensure all elements of marketing work together to generate the best results for our clients.
Horizonworks has a diverse portfolio of clients including US based AmeriWater, a premier provider of water treatment equipment, Cellular Solutions, a business communications and systems provider, The Expanded Metal Company, an expanded metal mesh manufacturer and Arcinova, a contract research and development company which serves the pharmaceutical sector, the North East Automotive Alliance (NEAA), the largest automotive cluster group in the UK and the Advanced Manufacturing Forum (AMF), the largest manufacturing forum in the North East.
“We love working with leading edge innovators and Podfo is a fantastic example of a company who are at the forefront of their industry. It’s also great to launch a product which has been developed and manufactured in the North East to a national consumer market.”