Quad Lock is a sports phone mount brand originating from Australia, founded in 2011, with sales exceeding $100 million in 2022. It specializes in producing high-quality phone cases and accessories.Its slogan is "Whether on bike, boat, car, a trip down the road, or expedition across the globe, Quad Lock makes the experience better. And we build reliable gear, so you can go anywhere".
In this article,we will analyze the advertising intelligence of Quad Lock from Goodsfox, a global advertising data analytics platform for consumer brands,and learn how Quad Lock distinguish itself from other phone mounts.
01 Quad Lock’s Store Traffic Rank
According to Goodsfox, Quad Lock ranked 2,203,372 in the store traffic in a month (from 2023-6-24 to 2024-02-16). This is a rather commendable rating for a 3C brand primarily focused on phone gear. Initially targeting mountain bikers, Quad Lock shifted its focus to motorcycle riders after 2020. By repositioning its target audience, the brand gained better insights into customer needs, providing precise products and services, consequently achieving rapid sales growth. This indicates that it achieved sales growth through audience segmentation.
Source:GoodsFox
02 Quad Lock’s Marketing Intelligence
Goodsfox shows that Quad Lock has promoted 128 ads and 36products in total in the same period. The advertisings region cover United Kingdom，United States，Canada , which is the largest and most competitive market for 3C products.
Source:GoodsFox
The ads are mostly in the form of image and video, covering AdMob and Youtube. The distribution of the ads across the media is fairly targeted.
Source:GoodsFox
Ultimate Single-Product Strategy
In 2012, the two founders began a crowdfunding campaign on Kickstarter to raise funds for their first product. Their inaugural crowdfunding campaign attracted 600 supporters, demonstrating the potential demand among cycling enthusiasts for such a device.
As a startup brand in a niche market, Quad Lock adopted a typical "product-first, brand-second" strategy: by employing an "Ultimate Single-Product" strategy, focusing on one style and product, the company aimed to provide ultimate satisfaction to a niche group, thereby creating a brand effect.
To date, Quad Lock's best-selling product remains its original 360° bike mount.
Source:QUAD LOCK
Craftsmanship Design
Quad Lock is committed to providing the lightest, most durable, and safest bike mount for smartphones. To achieve ultimate thinness, unlike other bike phone mounts, the Quad Lock system is designed around the smartphone case: half of the mount's installation bracket is integrated into the rear of the slim protective case. This not only provides excellent daily protection but also makes the mounting bracket compact and discreet.
Source:GoodsFox
Thanks to its disruptive product and its keen eye for market gaps, the Quad Lock 360° bike mount quickly gained popularity in both the local and international cycling communities after its official release in 2012. In the $100 million sales revenue achieved by Quad Lock in 2022, the sales of the 360° bike mount still account for a dominant 80%.
Focus on targeted cycling customers
After successfully breaking into the market, Quad Lock delved deep into the pain points of niche customers, optimizing products from functional and situational perspectives, with a focus on providing the best experience for cycling consumers. Following the success of the 360° bike mount in the market, Quad Lock's product development often revolves around user surveys. To this day, Quad Lock has created ten major product series, including motorcycle, automotive, off-road, everyday, aviation, and marine, tailoring each to specific outdoor scenarios.
Source:Quad Lock
The company also provides timely product modifications based on customer feedback. This strategy not only builds the brand but also generates significant customer conversions and profits. It is this approach that has allowed Quad Lock to quickly establish a strong foothold in multiple international markets.
Influencer Marketing
Another strategy that contributed to Quad Lock's success is the use of influencer marketing tactics. In each new market, Quad Lock leveraged influential personalities. To date, Quad Lock has penetrated 100 regions/countries' markets, and the use of locally influential figures has helped Quad Lock achieve rapid "localization."
Source:Quad Lock
Meanwhile, in term of brand promotion, Quad Lock aims to avoid being perceived as just another consumer electronics brand like many other 3C accessory brands. Instead, Quad Lock prefers to be seen as a cycling brand or a sports brand.
As reflected in Quad Lock's slogan — "Every day, every adventure" — the company seeks to embody the spirit of sports and challenge rather than just a sense of consumer technology. Quad Lock believes that this differentiation lies in its brand's focus on the spirit of Sport and adventure.
03 Conclusion
In social media marketing, Quad Lock also adheres to the style of the brand philosophy, where challenge and sporting spirit coexist. Today, its Instagram followers have reached 200,000, with primary content marketing including product showcases, influencer endorsements, and various cycling sport demonstration videos.
In conclusion, Quad Lock's brand establishment demonstrates how a brand focused on niche communities can thrive: Being a niche brand requires a long-term approach. The key is to consistently listen to and be patient with customers.
By using Goodsfox, we can gain valuable insights into the brand’s traffic rank, advertising regions, media distribution and creative strategies. These insights can help us understand the brand’s strengths and weaknesses, as well as identify opportunities and threats in the market
