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Leading B2B marketing agency Horizonworks, has helped a North East innovator to reposition and launch its bespoke biometric insole into the orthotics market.

Following consultation with hundreds of orthotists, podiatrists, collaborators, businesses and industry experts, Podfo Ltd was ready to launch its innovative bespoke biometric insole which is seamlessly designed for the closest fit to the foot. The company appointed Horizonworks to support them on their journey of taking their product to market, building its profile and increasing engagement in priority sectors with a focus on the sports market.

As Podfo’s marketing partner, Horizonworks created a strategic integrated marketing campaign to launch Podfo into the orthotics market and position it as a leader and innovator in the development and manufacture of bespoke biometric insoles. The new brand and visual style, developed by Horizonworks, presented Podfo as vibrant, innovative and technically advanced and helped the product to engage more effectively with their target audience.

This was supported with new messaging which would resonate with the wearer on a personal level and reinforced the benefits of Podfo as a superior product that can tremendously benefit anyone who requires an orthotic; whether it’s optimising sporting performance, supporting injury recovery or simply making everyday life more enjoyable. A new website and marketing collateral was created to underpin their strategy and nurture, educate and raise awareness of Podfo to new and existing clients, and the market in general.

The product launch event was held at the Great North Museum: Hancock to unveil the new brand, website and marketing plans which will help drive its strategy forward. Horizonworks provided full event management and is now supporting in the delivery of the plan on an ongoing basis – marketing tactics include PR, digital marketing, social media and targeted campaigns.

Catherine Riley, marketing manager at Podfo Ltd, said: “Horizonworks has quickly developed a sound understanding of our business and has played an integral part in our product launch. They have developed a modern and vibrant brand to help us reposition Podfo in a very competitive industry, providing collateral to support us in making our footprint in the orthotic market. We look forward to working with them on the further development and execution of our marketing plans, they really have become an extension of our Podfo team!”

Samantha Davidson, managing director at Horizonworks and AMF board member, said: “We love working with leading edge innovators and Podfo is a fantastic example of a company which is at the forefront of its industry. It’s also great to launch a product which has been developed and manufactured in the North East to a national consumer market.”

Hoirzonworks – the AMF’s strategic marketing partner – specialises in working with businesses from the manufacturing, engineering, automotive, technology, and innovation-led sectors. The company offers marketing, strategy, PR, creative and digital services – all under one roof – to ensure all elements of marketing work together to generate the best results for our clients.

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