Market heated up online

A LOCAL company is powering a revolution on the water in Australia and around the world.

The Radiator suit is a unique alternative to traditional wetsuits, and marketing company JMG has developed an online strategy to take this local product to the international market.

JMG business development consultant Bartholomew Hart has worked with Radiator to develop a business strategy for the company.

Rather than simply focus on marketing the products, JMG developed a strategy for the company and raised funds to support its expansion.

“We approached a group called Mainsheet Corporate to work with us to raise between $750,000 and $1 million for the purpose of a corporate restructuring and the development of a marketing program,” Mr Hart said.

The capital raising was completed three months ago, at which point a new board was formed and a new strategic plan put in place.

The strategy for the international market utilises tribal marketing techniques to tap into the surf scene.

The product is not exclusively aimed at surfers, however. The range also includes children’s sizes and there are plans for a therapeutic range.

The Radiator suit combines the warmth of a wetsuit with the weight of the thinner rash suits.

It’s a new product that sits in direct competition with all the other wetsuit manufacturers.

“Retail stores have had to develop new sections for radiators,” Mr Hart said.

“Traditional wetsuits get heavy because they absorb water and the body heats that water up.

“The Radiator suit prevents water getting in and reflects your own body heat.”

JMG and Radiator have embarked on an aggressive roll out program and an online campaign for the international market.

“The quality of the product is unique and it’s easily freighted,” Mr Hart said.

“We will spend $1 million in the US on online marketing and traditional advertising and expect it to be the first truly international online surf line.”

Creator of the Radiator, Bob Lushey, said he hoped to ensure it remained a user friendly, non-corporate business.

Mr Lushey has worked in partnership with his wife to develop the Radiator suits.

“We always maintained a very strong relationship with Yamamoto, the company that developed the fabric, and they asked us what they thought we could do with it,” Mr Lushey said.

“We are more or less in an informal joint venture with Yamamoto.”

The strategy for marketing the product internationally is focused on the US.

“We think this idea is suited to direct sales,” Mr Lushey said. “The best domicile for surfing products is Australia and it pretty much flows from [the surfing community] here to the rest of the world.”

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