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What are the Anthill Cool Company Awards?

The Cool Company Awards were launched in 2006 as a way for Anthill to acknowledge and celebrate Australian organisations that are doing things differently to bring about positive change. Cool Companies stay one step ahead of the rest. They breed leaders who are rule-makers and rule-breakers. They are trend-setters in attitude and action. Quite simply, they are … cool! More.

Starlettos wins two categories at ‘Cools’

Company: Starlettos
Website:starlettos.com.au
Categories: KPI Micro Business, SIGNARAMA X-Factor

Stroll past our august cast of Cool Company finalists and you’ll hear a broad range of reasons why this company or that is singularly nifty. But only one can say that, barely 14 months after the company’s launch, its only product found its way into the glitzy gift bags given to nominees of the Emmy Awards.

Dizzying stuff. But that’s the reality for Starlettos, a company that has hit its tiny niche with laser-like precision and nearly manic focus on protecting and enhancing the brand.

The product, which bears the same name as the company, is an acrylic, star-like ‘thingie’ that is pressed onto the end of the stiletto heel of a woman’s shoe. The device is designed to be used when the wearer is walking on soft ground (think outdoor weddings) or uneven surfaces such as a patio deck. It increases the surface area as the base of the heel, prevented it from sinking into the soil (or getting stuck in a crack).

Starlettos, which prides itself on precision, targeted marketing, says this isn’t just about triumphing over physics. It’s about giving a woman the freedom to feel confident, fashionable and sleek even on a freshly mowed lawn.

The product is available at more than 100 locations in Australia, including Zu Shoes and Betts stores. This year, the company inked a five-year licensing agreement, allowing offshore manufacturing of Starlettos and distribution and sales of the product in more than 30 countries. The little things will retain the Starlettos brand and packaging everywhere and all websites will have the look and feel of the original site.

“The product, packaging and website were designed from the outset to attract a particular demographic of women with a reasonable disposable income and an interest in fashion and high-fashion shoes,” writes the Starlettos “team” — a husband and wife who are the only “employees” (numerous other tasks are contracted out). “As this is an international demographic, there was almost immediate international interest once we began to publicise and create targeted web content describing the problem and solution in relevant keywords.”

Starlettos uses an approach it dubs “context-marketing” that combines product placement, event sponsorship and publicity, leveraged into online channels with a slick website, video and careful social media. The result? The company is expected to double its revenue for the third straight year.

Oh, and the two principals tell us to watch out for 2012, when Starlettos revs up its marketing for the European fashion season. Meanwhile, we just have to peek into those Emmy bags to get a powerful sense that this company knows how to walk the walk.

Starlettos promotion

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