Case Study: Sharper Image

Background

Sharper Image is the name synonymous with cutting-edge design and innovation. From the latest technology to new trends in men’s gifts, Sharper Image embodies a sophisticated and fresh approach to gifts and gadgets. Sharper Image originated in 1977 and was relaunched in 2010 as they continue the tradition of fun, innovation and excitement.

Challenge

Sharper Image has a complicated issue where they no longer own the Sharper Image website, so the division that we worked with only sells products at retail outlets. As a result, the focus for the McKendall Communications (McKC) media outreach program was product-based with little emphasis on traditional branding. We began with the PowerBoost massage gun line and, based on that success, expanded to additional massage products and bathroom and fitness products as well as the Steamfast brand.

Strategy

McKC developed a multi-pronged approach to building consumer awareness. This approach included:

• Milestone Media Pitching: McKC capitalized on milestone annual events to promote varied and appropriate products. Some of those events included holiday gift guides, winter, Easter and Mother’s Day.
• Targeted Media Outreach: The Sharper Image catalog of products is varied and McKC took that opportunity to carve out appropriate media targets depending on the product. In addition to general lifestyle and consumer media outlets, McKC targeted fitness, health, self-care and technology outlets.

Examples of Media Placements