LoosCo operates in very serious industries. We are relied upon the world over to provide the highest levels of performance in aircraft cable applications, lifting wire ropes, and fine medical wires. Our products are trusted in life saving critical applications.

It sometimes becomes necessary to veer away from the intense nature of a mature industry and invoke newer methods of attracting and retaining customers. One example of this approach is a recent and short lived campaign used at the Can-Fit-Pro trade show in Toronto, ON. In an attempt to draw additional people to our booth and help spread the message that a high quality, high performance exercise cable (Exerflex Pro® Fitness cable) does exist, we decided to try Soft and Cuddly Marketing (Free Kittens):

There were no actual kittens, but the box was full of our LoosCo "Shoot 'em" rockets:

How did it work? Poorly. I would like to note that we only ran the program for about 5 minutes. We had anticipated people being unable to resist stopping to pet and hold the kittens. In reality, the idea that we would have kittens in a trade show booth did not fit with reality, and we drew exactly zero additional traffic with this campaign.

Lesson learned: Using kittens to sell Exerflex Pro® Fitness cable, and aircraft cable in general, is not a good approach. You need to understand the perceptions and expectations of your customers before you design and implement any new marketing campaign. As irresistible as your message may seem (kittens are cute and cuddly), if it doesn't fit with your customers' reality, it will do nothing to sell your products.

If you have any questions about Exerflex Pro® Fitness Cable or any of our products (except the kittens!) feel free to contact a product manager and we will be happy to assist you!