Effective Marketing Is About Creating a Movement, Not Selling a Product

Guest Writer
5 min read
Opinions expressed by Entrepreneur contributors are their own.

Kegan Schouwenburg is the co-founder and CEO of SOLS, a company that creates 3-D printed orthotic insoles.

She's also a storyteller. A large part of SOLS marketing consists of providing a platform for individuals to share how their lives are improved by SOLS' insoles. Campaigns have spotlighted a stay-at-home mom playing with her kids in the park, a young entrepreneur working hard (and playing harder) and a runner who wants to go the literal extra mile. "We helped them to tell their stories…and talk about who they are, why they chose SOLS and why it's a part of their lives," says Schouwenburg.

For a recent video spot, Sols' marketing team abstracted and stylized the above concept. The film, which is less than two minutes long, tracks a young girl's transition from child to adult via key moments in her life. Throughout, the camera's focus remains on her feet.  In one scene, she enters a club and, serendipitously, knocks into a boy. Their feet touch. The moment is meant to incite an immediate sense of connection.

"We have all been there in that moment, like oh my god, my foot just brushed up against this other person's foot, and my heart is palpitating," she says. "This is a moment you remember forever."

For Schouwenburg, effective marketing deals exclusively in real stories and real emotions. For more on her commitment to building a movement, not a brand, watch the above video. 


Work-Life Balance Is Nonexistent for This Entrepreneur – Though She Does Have One Rule

The Challenge of Redefining Culture as Your Startup Grows

Designing Wearables for People Who Don't Like Wearables

In the Future, Everything Will Be Customized Thanks to 3-D Printing

What Is Consumer 3-D Printing Really Good For?

More from Entrepreneur

Elizabeth's expertise can help you scale your business, build a personal brand and focus on being a value-driven CEO.
Book Your Session

For a limited time only, get this bundle of Entrepreneur Press® titles for less than $30 (60% OFF) on our bookstore when you use "LEAP" at checkout.
Buy Now

Are paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.
Get Your Quote Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.