Written on February 20, 2014
Recently, my friend shared with me about an interesting product in Singapore. So I decided to share my take about its marketing and possible business development.
The product: ZoomAir, the lightest electric kickscooter by Zoom.
Before I share my thoughts, here is a little bit about the product and the company. Zoom wants to help people to commute more easily in urban areas, where the distance is not worth driving or taking a public transport or you simply cannot drive or take a public transport to your destination. Examples include walking from the train station to your office and walking from your office to another place for lunch. I can relate to this very well since I’ve walked from Raffles Place MRT Station to SGX every working day for 8 months last year.
Essentially, it is like a super portable segway. Here are 3 things I like about ZoomAir:
- It is electrically powered. This means there is no need to worry about sweating or looking retard pushing a scooter in a business suit.
- It is compact. It can be easily folded in less than 5 seconds. This means it is pretty portable to bring around. (However, to be fair, being 9.8kg isn’t very light for it to be carried it around.)
- Its battery can last up to 20km with a short 3-hour charge. Thinking from the perspective of replacing walking with ZoomAir, with a charge, I can save myself from walking 20km. That’s a good deal!
When my friend shared this with me, he only gave me the link to the video. That alone was so powerful. The video was professionally done, clear at bringing up the features of ZoomAir and allows viewers to see how is it like to use it. I feel that videos are very powerful tools for marketing. Humans are visual creatures so we are able to absorb information very well through what we see. (Case in point: rise of infographics in recent years) Instead of trying to visualise an image or a scenario from what we have read, videos show it to us. Essentially, we do not even have to think. Just watch.
Also, because the video is well-created, it tells us a lot more things within a short time frame. Imagine Zoom trying to explain how easy it is to fold/unfold the kickscooter with words and images VS demonstrating it through the video. It took Zoom less than 10 seconds to show it through its video. I cannot imagine how much words and images is required to achieve the same effect (not considering the time it will take for us to understand). Hence, well-created videos are very good at helping others understand our product. (Case in point: Dropbox’s demo video). However, I have to emphasise the adjective – “well-created”. Poorly made videos will not have the same effect.
It does not seem like they have any other forms of marketing for now, apart from a website and Facebook page. However, I would say that the video itself is a very good marketing effort, especially as it is professionally made and clear.
From my inference, their target customer seems to be office workers who do not drive to work. The video was taken in the Central Business District (CBD) and the model they have on their website is wearing office attire. Hence, I feel that their marketing efforts should be geared towards this crowd. Some ideas I’ve thought of are:
- Instead of having test-drive at Bedok, have it in the CBD, especially during lunch hours. This will help to raise awareness of ZoomAir among office workers. Also, the idea itself, a cool commuting “toy”, is pretty interesting. So I would expect people to share about it with their colleagues after they have seen it. This will help to spread the idea quickly.
- Give out flyers in MRT stations and bus stops in the CBD during lunch time and after office peak hours. Flyers are quite old school but I think it is still effective in raising awareness of the product. Distribution has to be matched with the correct target and time. Be being in the CBD at those times, they can be sure that they are mostly distributing to their target customers. Also, lunch time and after office hours are periods when office workers can finally take a break for the day so their minds will be more open to new ideas. If you give me a flyer while I’m rushing to work, I will most likely refuse or dump it in the next nearest bin.
In terms of business development, I thought of some ways they can further their business or build another revenue stream. Here are my suggestions:
- Collaborate with a company in the CBD for a kickscooter hire service (Think London Barclays bikes). The company will buy/rent the kickscooter for its employees to use for free or for a fee. Another possibility is collaborating with schools. However, for these, security and theft will be huge headaches.
- Partner with conference centres. If you ever work for any events in a conference centre, you will know how huge the entire complex (all the exhibition halls, not just one) is. I think ZoomAir will be very useful for conference centre staffs in terms of travelling around the entire complex, allowing quick responses if needed.
- Substitute bike couriers’ bike with ZoomAir (kickscooter couriers). As ZoomAir is more portable than most bikes, it will bring a lot more flexibility to the couriers, without compromising the speed. Bike couriers will not have to worry about where to park their bikes too.
- Work with neighbourhood committees or the police to have it as a transport tool for neighbourhood patrol by resident volunteers or the police.
These are just my thoughts. I believe that they have most likely thought of their own marketing and business development plans. Otherwise, they can take some of my suggestions 🙂
Orders will be shipped in April this year. Preorder now and you can save $150 from the usual price of $1,099! (Note: I am not related to them. I just want to help them with a shoutout because I like the idea and I support startups in Singapore.)
Let me know if you will use such a kickscooter below!