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Obsessive Design And Grassroots Marketing Help MINIMAL Snag Multiple Awards

TikTok + LunaTik iPod nano watch kit

Right around this time last year, Scott Wilson and the folks at MINIMAL used crowdfunding powerhouse Kickstarter.com to help bring their TikTok + LunaTik iPod nano watch kits to life. In just 30 days, they were able to raise more than $900K making them the unofficial crowdfunding poster child.

Earlier today, Scott Wilson and the folks at MINIMAL beat out thousands of other iPod accessories to win iLounge’s “2011 Readers’ Choice Award-Accessory Maker of the Year”—an award based entirely on popularity and votes. Their story is particularly interesting for small business owners and entrepreneurs on two fronts. 

1) It all starts with a high quality product. They spent a lot of time on their concept and design on the front end, creating something they hoped would really resonate with potential customers (and boy did it ever). 2) Technology has made it possible to raise capital in ways like never before. They were able to use crowfunding to bring their “big idea” to market without having to rely on bank loans and other traditional funding sources.

When you stop and think about it, MINIMAL’s story is the embodiment of the line made famous in the movie “Field of Dreams”--“If you build it, they will come.” For Scott Wilson and his group, obsessive design and grassroots marketing has helped to ensure their customers will keep coming back again, and again, and again.

[Image: Flickr user Shawn Smith]

November 2, 2011

Categories: Marketing Strategy


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