NIMA Gluten Free Sensor: Creating Product Demand Prior to Product Release Using Strategic Content Marketing
The team at Nima had a vision – to create a portable gluten-free sensor that could quickly and accurately detect gluten in food. The Nima team envisioned providing people with gluten allergies a quick way to validate the lack of gluten in restaurant meals and in prepackaged foods that claimed to be gluten-free.
The company founders, who had food allergies themselves, had a clear understanding of the dining challenges that accompanied food allergies. Based on their first-hand experiences, as well as the experiences of others who suffered from food sensitivities, they were confident that there was consumer demand for this yet-to-be-developed product. Their ability to build a business case for this product generated the required funding to launch their company. However, they faced a challenge:
How to create demand in the marketplace for a specific product that had not yet been produced?
The Nima team recognized that targeted content that would attract the attention of gluten sensitive consumers would heighten brand awareness for the product they had under development. They strategically began interacting with the gluten-free community and invited OhioGhostWriter to create evergreen content that would resonate with the gluten-free community. OhioGhostWriter wrote blog posts concerning how to find gluten-free college cafeteria options and how to enjoy gluten-free food options at major league baseball games.
As a result of a well-executed pre-product demand generation campaign, when the first Nima gluten sensors were ready for shipment to consumers, there was a pre-existing waitlist of customers who had signed up to be among the first to receive their Nima sensor in the mail.
The continued proactive savvy content and social media marketing of the Nima leadership team has enabled the company to thrive — including successfully raising additional funding and expanding their product line. The team is currently working to adapt the Nima technology to detect other food allergens. Nima Peanut Sensor is expected to reach the market in the Fall of 2017.