Lab Notes

GoKart Labs + Shock Doctor Partner to Protect Athletes + Drive Business

Shock Doctor may be best known in Minnesota as a local company that created those cool, colorful mouthguards to protect the smiles of famous pro athletes. Truth is, they were the first to significantly redesign the conventional single layered mouthguard (which had dated back to the 1940’s), improving safety and comfort for athletes of all ages and abilities.

One of Shock Doctor’s big challenges has been to show the world that they have grown over the past 20 years from the leader in mouthguard technology to a leading innovator of protective sports equipment and apparel.

Through constant research and development, Shock Doctor now holds 14 patents and manufacturers more than 650 products. By all accounts, they are the leader in the protective sports equipment space.

But they remain small when compared to the iconic brands of Nike and Under Armour.  And company execs knew that to compete online against these giants of the industry – and their enormous budgets –  they needed a new game plan.

Enter GoKart Labs

‘We studied the paths in, out, and around Shock Doctor’s website, especially the shopping experience,’ said GoKart Labs account strategist Jackie Dela Pole.  ‘Put simply, marketing dollars needed to bring in more of the right visitors. When shoppers got to the site, we needed to better showcase Shock Doctor’s impressive range of products while making it painless to purchase.’

With data-driven insights, GoKart redesigned and built Shock Doctor a website to perform as well for the company as their products do for active athletes.

In addition, GoKart took the helm of Shock Doctor’s paid search marketing, refocusing campaigns on the company’s more technologically advanced products to build credibility as a leader in athletic safety.

Immediate Impact

This smart rethink of search marketing and site redesign had an immediate and sustained impact on Shock Doctor’s business.

“As an organization, we really appreciated GoKart’s approach to our project,” said Shock Doctor Product Marketing Director Jason Richter. “They were really engaged in learning about our business and how consumers search for, learn about and buy our products.”

For a homegrown Minnesota company that was founded on protecting the smiles of athletes, Shock Doctor execs are the ones grinning today. And why not? Thanks to technology and teamwork, they’re performing much better in the digital world against some of the biggest names in sports apparel and protection on the planet.

Check out Shock Doctor’s website for the best in protective sports equipment and let us know what you think!

Paul writes about modern marketing practices for today's fragmented digital world.

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