[Tech] Moving Away from Specs for Specs’ Sake: Ecto’s New Product Launch Strategy

#6

By Aekto An Jong-kyu, maker
"Tech Funding: A Success"

'Ecto' Maker Profile

3-Line Summary

• "Ecto," a smart accessory brand now in its 31st year of business, has launched a mechanical keyboard through wadiz.
• By adding stylish designsto IT products—which had long been perceived as masculine—the brand offered the market a fresh alternative.
• By running targeted ads on wadiz, the product gained popularity among female supporters, attracting over 3,000 subscribers and raising more than 300 million won in cumulative funding. This success also provided an opportunity to showcase Ecto’s technological capabilities overseas. 

  
  

DESIGN YOUR DIGITAL LIFE, Ecto 

Q. Hello. Could you please introduce Ecto? 

Hello. We are Ecto, a market-leading brand that adds a touch of emotion to tech—which can sometimes feel cold and impersonal. From innovative office supplies like the Super Bookstand and Copy Holder to our recently launched retro mechanical keyboard, we’ve been enhancing consumers’ desk environments for over 30 years by introducing products that keep pace with market trends . 

Over the past 30 years, digital technology has become an integral part of our lives, and we believe it will continue to evolve. That’s why, under our slogan“DESIGN YOUR DIGITAL LIFE,”we’re constantly exploring ways to help our customers enjoy a more convenient digital environment. This is also why Ecto offers products across a wide range of categories—from computer peripherals to mobile devices and small appliances. Our goal is to become a national smart accessory brand that every Korean has used at least once.

Q. Even with such a diverse product lineup, ACTO has a distinct identity. Do you have any secrets to maintaining that?

We don’t just focus on products that seem likely to sell well;we ask ourselves whether they’re truly what consumers need. When planning new products, we consider both the user’s perspective and the latest trends. We monitor the overall market sentiment across both online and offline channels, including customer reviews, industry issues, and reactions from offline partners and trade shows. 

After identifying popular product categories and market needs, we incorporate broader societal trends into our product decisions. The changes brought about by COVID-19 are a prime example. During the pandemic, as companies implemented remote work policies, demand for home office supplies surged significantly. So, we focused on products that help people maintain the same level of productivity at home as they do at the office. On the other hand, now that we’ve transitioned to an endemic phase, camping and travel themes are gaining traction, so we’re introducing highly portable products. We don’t limit ourselves to specific categories or products; instead, we strive to respond flexibly to the demands of the market and the times.

From design to quality to after-sales service
The standard for all our services is the ‘consumer’ 

Q. It’s no easy feat to maintain market recognition for over 30 years. What efforts are you making to ensure your brand continues to be loved?

We thoroughly review all products and services from a user-centric perspective. Weplace great importance on ensuring that consumers feel they are getting a high-quality product in top condition at a reasonable price. That’s why we avoid “specs for the sake of specs” and incorporate only the necessary features into our products. During the design phase, we maximize the use of our in-house team to reduce reliance on external partners, and we optimize materials, production methods, and output volumes to prevent cost increases as much as possible. We believe that minimizing costs while maintaining quality and performance is the foundation of price competitiveness.

After sales, we’ve introduced our own after-sales service system called the “Fair Exchange Service”to handle customer claims. Fast response and quick exchanges are at the core of this service, and we’ve seen high levels of customer satisfaction.  

Q. After-sales service is especially important for tech products. Could you explain the “Good Exchange Service” in more detail?

The process of exchanging products purchased online is very long and exhausting. It can sometimes take as long as 10 days from confirming the exchange, returning the item, and receiving a new one. The key point is that the longer this period lasts, the more likely consumers are to feel frustrated or develop negative feelings. That’s why we introduced the “Good Exchange Service,”which completes exchanges in just 1–2 days.

Ecto’s “Good Exchange Service” Process

This is a pre-exchange system where, once we determine an exchange is necessary, we immediately send you a new product and then collect the defective one. A key feature is that it appliesnot only totechnical defects but also to “emotional defects.” “Emotional defects” is a term we use internally to refer to subjective impressions felt during use—such as inconvenience due to unfamiliarity with the product, color discrepancies, or the overall user experience. While opening a product makes it difficult to resell and creates a financial risk, we continue to prioritize this approach because we believe that prompt after-sales service is also a competitive advantage, so we continue to maintain this policy.

Q. Given your track record of winning awards at the world’s top three design awards, design must be a key focus. What perspective does Ecto take internally to achieve distinctive designs?

Design is the foundation of our brand identity, expressing Ecto’s unique sensibility. We believe that even products with similar specifications and functions can offer new experiences and value depending on their design. We can also leverage this to enhance our brand’s competitiveness.

Until now, there was a strong preconception that “IT accessories = male-oriented.” As a result, many products on the market had a clunky and rigid feel. However, since actual users are diverse and have different tastes, we strive not to limit our designs to a specific gender or situation. 

A retro keyboard (left) and a mechanical keyboard (right), both created with Ecto’s unique aesthetic

The retro keyboard and mechanical keyboard we launched on wadiz are prime examples. We took traditional, rigid keyboards and added whimsical designs and colors—and not only men but also quite a few female supporters participated in the funding campaign. Even if it isn’t immediately apparent, there are always people in the market who want new options, and this experience reaffirmed that design can be a key differentiator. In an era where visual satisfaction is key, we constantly strive for design innovation to establish ourselves as a brand optimized for “deskterior.”

wadiz: The Ideal Platform for Launching First-of-Their-Kind Products

October 2021: Ecto Maker’s first project launched on wadiz

Q. I understand you work with over 1,000 business partners. What prompted you to take on the wadiz funding campaign?

I believed that if we successfully launched our product on wadiz—a platform renowned for its many early adopters—we could use those results and reviews as a foundation to enter the market steadily.

Wadiz supporters seem to be people who are sensitive to trends and new releases. Existing consumers, on the other hand, tend to pursue stable consumption by carefully reviewing accumulated reviews and product features, so the path to purchase tends to be a bit longer.

In contrast, wadiz supporters are open to new products and have a strong sense of adventure. Some even possess more in-depth knowledge than the makers themselves and analyze products with great insight. So, when communicating with supporters, I often discover aspects I hadn’t realized before, and this helps us improve our technology. Since they serve as the foundation for new growth momentum , I think that’s why we continue to introduce new products on wadiz.

Q. I’m curious about the differences you’ve noticed between wadiz and your existing sales channels.

I believe wadiz is the channel capable of generating the most explosive sales among pre-order platforms. Thousands of supporters gather for a single project, generating a significant amount of revenue. 

Plus, the commission ratesare more reasonable than those on department store or general e-commerce platforms, allowing us to set competitive prices. High commission fees inevitably drive up prices, but since this burden is reduced, we can offer more benefits to our supporters. Commission fees don’t fluctuate based on the funding amount, so the structure is such that as the funding scale grows, so do our profits. Being able to offer products at great prices while securing sales—that’s what I think is wadiz’s strength. 

Wadiz Targeted Ads (Social Media Ads) that helped boost funding

Q. I understand you’ve used various advertising services, including wadiz Targeted Ads (social media ads). What were your expectations when using these services, and what results did you achieve?

I used wadiz’s targeted ads because I believedit was the fastest way to reach our supporters.

It’s no exaggeration to say that the success or failure of a product these days hinges on advertising. Even a great product won’t generate sales without promotion, so some level of advertising is absolutely necessary—but the problem is that high advertising costs don’t guarantee high efficiency. If you don’t approach everything from targeting to budgeting carefully, you could end up just burning through your budget. While I was trying to figure out how to minimize this risk, I came across wadiz’s social media targeted ads. I was impressed by the fact that it’s an optimized service targeting members who are interested in funding or specific categories, so I decided to give it a try. 

The timing of ad campaigns likely varies depending on your goals, but we wanted to gather as many notification subscribers as possible early on to boost the funding rate. So, we ran ads intensively during the period before the project was to be launched soon. As a result, we gathered over 3,000 notification subscribers, and quite a few of them went on to participate in the funding campaign. I’m satisfied because I feel the advertising costs were reasonable given the results. 

Q. What advantages did you find in wadiz’s advertising service as a maker?

I appreciated the abilityto specify target audiences.Since we weren’t targeting an unspecified general audience outsidethe platform, we could identify the characteristics of each product’s consumer base and carefully select targets likely to convert, which helped drive engagement. I believe this structure—where supporters who see the ad are immediately directed to the funding page if their values align with the brand’s proposition—can also help boost funding activity. 

Another advantage is that it allows you to break free from the limitations of promoting through a single channelis another advantage. When a brand runs its own ads, it reaches existing customers but struggles to attract new ones. However, by running wadiz ads in parallel, you can introduce your products to supporters who weren’t previously familiar with your brand. If you’re looking to create a synergistic effect, I recommend giving this a serious consideration. 

Ecto at an international trade show

Q. You’ve had extensive experience with wadiz, from funding to advertising services. Do you think this process has contributed to your brand’s growth?

Yes, and among these, helped with our expansion into overseas markets. There’s a fairly strong correlation between Ecto’s current export performance and wadiz. After our first funding project—the Retro Keyboard project—our China office started receiving inquiries, which led to an increase in export volume. We also received inquiries from companies interested in entering the overseas crowdfunding market, and our export channels expanded as a result.

What makes this even more meaningful is that it was the first instance where our technological capabilities reached the global stage. Whereas we previously relied heavily on the OEM model—selling finished products with our logo—the Retro Keyboard was a truly original Ecto product, where we carefully considered everything from the design down to every single component. Thanks to the attention wadiz has received both domestically and internationally, our brand was able to take a step forward, so I believe we’ve achieved brand growth through this funding campaign.

Throughout your wadiz funding journey
Discover new possibilities and opportunities. 

Q. I’m curious about the future vision of a brand with 30 years of history and what your plans are moving forward.

When I look around, I often see people using our products without even realizing they’re from the Ecto brand. They might have bought a mouse simply because it had a nicer design or a reasonable price—only to discover later that it was actually an Ecto product. So, moving forward, I want to further strengthen our brand power to create a trend where people recognize that a product is from Ecto and actively search for the brand when making a purchase. 

To achieve this ,I believe ourtop priority is to become a familiar brand that anyone can easily use.We plan to introduce products that meet market demand across various categories so that you can encounter Ecto in every aspect of your life beyond your desk. We’ll make sure not to overlook either technology or design elements so that you can truly feelhow far Ecto has evolved and grown. 

Q. Finally, please share a few words for aspiring makers looking to launch a tech funding campaign on wadiz.

I firmly believe there’s a clear difference between experiencing wadiz funding and not experiencing it. By going through the entire process—from writing your Story to promotion and post-campaign management—you can refine your existing methods and reach new customer segments. This will undoubtedly be helpful, whether from a sales or marketing perspective, so I encourage you to take the plunge with confidence. Wadiz also offers advertising services to help you showcase your product, as well as support from experts with funding know-how, so please make active use of these resources.

Even though we’ve been in the industry for a long time, this was our first time on wadiz, so the funding process wasn’t exactly easy. However, by returning to the mindset of a beginner, we discovered new opportunities and gained valuable inspiration for setting the direction of our product. We’re currently preparing an upgrade campaign for our mechanical keyboard, which is the result of that experience. It will feature a rechargeable battery instead of replaceable ones, showcasing new levels of convenience and technical expertise, so we ask for your anticipation and cheer. 

Interviewee CEO Ahn Jong-kyu, Manager Choi Won-seok
Text Jeong Da-hye Editor Han Ji-hye