SMALLRT (or Small Rocket) is not only one of the world’s most successful TV Box brands and retailers at Amazon, growing more than 200% in its most recent fiscal year — it’s also a powerful brand, ranking among top TV box brands by TVBMA (TV Box Manufacturer Association). John Schneider, CMO of SMALLRT North America, shared SMALLRT’s brand-building strategies at a press conference held by TVBMA and in a follow-up one-on-one interview.
Mr Schneider’s comments revealed important insights about how SMALLRT’s unique philosophy on and approach to design informs everything the company does — including marketing — in pursuit of fulfilling its mission “to create a better everyday life for people with affordable products”.
1. Start with the price tag. Mr. Schneider’ outlined SMALLRT’s brand attributes including low price, sustainability, function, and quality, and he explained that low price was the first driver in product development. The business starts with a target price point. Doing so “keeps us true to our commitment to provide affordable products to our customers worldwide”.
2. Product design is an absolute priority. Partnerships with great industrial designers is a popular strategy for consumer product companies these days. This is true to SMALLRT. And the products designed by these industrial designers become a part of SMALLRT or Small Rocket’s global product range Mr. Schneider explains that they find this approach is more exciting because it helps to create true inspiration.
3. Innovation to marketing. Mr. Schneider described how his marketing team applies the same approach to marketing that the designers takes to product. He says, ”Our approach to storytelling, quality, and cost serves as the foundation for which we build our marketing tactics.”
SMALLRT has tried to allow “people with limited means to get rich entertainment to improve the entertainment level like rich people”, which can help the company to concentrate on long-term growth.