Page 13 - Engage - no.9 - Summer 2017

Proof’s products are now made from a variety of recyclable and renewable materials, including FSC-certified wood, cotton-based acetate, repurposed skateboards, and aluminum scraps.
Sustainability is central to Proof’s
marketing and communications efforts and is featured prominently in the company’s original content. For example, Proof produced a series
of behind-the-scenes videos to show exactly how their products are made. “It’s allowed us
to be transparent,” says Dame. “We want our customers to get to know us as normal people who care about the environment and each other,” he explains.
CHARITY
The second point of Proof, charity, is evident in the company’s “Do Good” program, which uses a portion of the company’s profits to support vision screenings, glasses, and other charitable projects for those in need. The socially-conscious business model has struck a chord with customers and has allowed Proof to share an abundance of emotionally-evocative, human-interest stories.
The Proof logo serves as a subtle and constant reminder to “Do Good” and be charitable. According to the company, the bird symbolizes the idea that “we all have wings to fly, some of us just need a little help.” For Proof, charity can also include little things—small gestures of appreciation such as the fortune cookie inscriptions on the sides of their glasses, designed to make their customers smile.
and at their local flagship store in Boise. Their desire to support the community and encourage participation from their extended family of Proof supporters prompted them to convert an Airstream trailer into a mobile showroom and hit the road, delivering their brand and message in person across the U.S.
LEARNING ALONG THE WAY
While “just do it,” isn’t an official part of the company’s “Points of Proof,” it is one of the main reasons the company has gotten as far as it has.
Since the beginning, the company has taken a do-it-yourself approach to most things, especially marketing. “We probably get a pitch a day from people wanting to help us with marketing, but 100% of our message and campaigns are organic, and brainstormed and developed in-house,” Dame explains.
In their earlier years, Proof figured out quickly how to succeed at social media and guerrilla marketing. As they have grown and recognized the need for additional marketing expertise, they have added to their strategic staff, making sure that the candidates aligned with the culture of the brand. Recent additions have included a PR & Marketing Director and a Digital Marketer.
But most importantly, they’ve figured out exactly who they are and where they’re headed, and that’s made all the difference. With a solid brand foundation that’s rooted in values, a guiding vision for a better future, and a willingness to learn as they go, Proof has discovered a formula for success that continues to guide them toward greatness. A DIY marketing approach on a limited budget, in a world dominated by big brands and big marketing, has served them well. n
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HERITAGE
The third point of Proof, heritage, is a nod to their family ties and their connection to Boise. Their heritage guides their company culture as well as how they interact with customers and each other. Proof communicates openly and directly with their customers, engaging them in conversations through social media and in person at events
TIMES EMBRACING OPPORTUNITY PAID OFF
Learning to Pitch
Proof perfected its story, message, and product offering by doing something that would frighten most of us. While they were still working on their product, they began competing in national pitch contests using their business plan, messaging, and elevator speech to learn the art of the pitch.
Jumping into Social
In the beginning, Twitter was hugely important to the brand. They enthusiastically engaged anyone talking about sunglasses or outdoor activities on Twitter, building a following for their brand. They also reached out to celebrities who were coming to town in an attempt to get their product directly to them. “We wouldn’t know if they actually received them. Then, we’d see them photographed wearing our sunglasses,” Dame explains.
Swimming with the Sharks
In 2013, Proof jumped at the chance to appear on the television show, Shark Tank. Although they didn’t receive the offer they wanted from the sharks, their courage was definitely rewarded. “It was like receiving one million dollars in advertising. A lot of eyes were on our brand and interested in our story,” says Dame.
Building Brand Ambassadors
By actively engaging their potential audience and talking about socially-conscious programs, including the Do Good campaigns, Proof began to attract a loyal following, which in turn has become a strong group of brand ambassadors. They include professional and amateur surfers, divers, skiers, photographers, snowboarders, and others, all of whom have their own loyal set of followers. The ambassadors not only share Proof’s story but also create and share their own related content, including photography, videos, and other updates.
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