Two big new products. Two important launches, just weeks apart. No slip-ups.
No problem!
On April 16, Zipp Speed Weaponry (high-end racing bicycle components) launched the 101 Clincher, a highly tuned aerodynamic aluminum wheel for serious racers. But that was just a tune-up for the May 7 launch of the highly anticipated 404 Carbon Clincher. This breakthrough wheelset uses a revolutionary aero rim shape called the Firecrest™ and is made from exclusive materials technology developed in collaboration with Zipp’s composite supplier.
It’s a big deal.
The goal of both launches was to have the products debut on the site at the same time they were announced to the public. It was, therefore, very critical to keep everything tightly, um, zipped before launch. Zipp wanted to capitalize on the excitement and create a sense of urgency in racers and enthusiasts looking to buy the new products. Not to mention, corresponding ads and other marketing materials were tied to the Website so any premature release of information would have been a problem.
GS’s front-end developers (who are also composed of proprietary carbon-based materials) did a great job preparing the pages to launch right at the critical moments. The entire team’s great organization and collaboration allowed for a very streamlined launch.
The debut of these two exciting products is just the latest enhancement to the Zipp Website, which GS designed and programmed in August 2009. It’s an exciting, user-friendly new look that showcases its vast product line while also promoting Zipp’s high-profile sponsored athletes. Check it out.
A recent forum post from an avid biker searching for new 2011 products, before Eurobike 2010:
09.04.10 One MAJOR area where Zipp wins.
“OK, I’m in the market for some wheels for a TT bike I’m building from
ground up.
Eagerly awaited Eurobike as I heard along with Zipp, that HED, Oval,
Reynolds and a few other new players would be releasing new wheels.
Scavenging the net web looking for information on new wheels and guess
what – not one other company has updated their website (OR if they
have, not in a way htat makes it easy to find the new information).
But Zipp has and along with pictures they’ve got specs and additional
information of their new wheels.
Zipp wins hands down and I don’t buy the old “they’ve got a bigger
marketing budget” line. It costs next to nothing to have someone
update a webpage with a few pictures and information that is probably
being distributed at the expo anyway. It’s not marketing – it’s just
organisation and pre-planning. “We’re releasing this information
package at Eurobike – so make sure it goes up on the website at the
same time.”
Zipp just get it – they understand what the athlete/customer wants and
they deliver in a timely fashion.
So a note to other companies – your website is the quickest and most
efficient means of getting information to the public – make sure it’s
as up to date as your products are.”