OXX is marketing its line of coffee machines— the COFFEEBOXX— as a super-durable item "engineered with a crush-proof body, made with the impact-resistant materials you’d often find in tools that take a beating," according to the company. "We reinforced walls, sealed up components and made the water tank spill-proof. You’re on the go and there’s no time for sticky buttons or splashing water."
We recently spoke with Spencer Blanchard, Director of Marketing at OXX, about the firm's strategy and experiences to get a glimpse of how OXX will make an impact on those who make a living in construction and building.
TPB: What makes COFFEEBOXX a desirable product for those working onsite?
Blanchard: Think of the COFFEEBOXX as another power tool in your arsenal. We wanted it to be something that you could take anywhere and not have to think twice about. For us, durability was a huge factor. This couldn’t be just another countertop coffeemaker. The men and women in the construction industry are literally building our modern world, and we felt like it was about time a coffeemaker was built tailored to their wants and needs. So we sat down and looked at what they would need to make this the ultimate worksite coffeemaker, and after three years of drafting and engineering, the COFFEEBOXX hit the market.
TPB: What makes COFFEEBOXX unique?
Blanchard: It’s meant to take a beating. Take the chassis, for example. We engineered the chassis of the COFFEEBOXX to take a 1,500 lb. load, but to still be light enough to carry around easily. We were intentional about our material choices and design because we knew that it needed to be tough enough—rust proof, dust resistant—when someone took it on the job. We put the industry’s biggest water tank inside the COFFEEBOXX and sealed it, so when you throw it in the back of your vehicle, you’ll never have to worry about it spilling. And if you ever did want to secure it, we built six stainless steel tie-downs into the unit, so you can rig it however and wherever you want.
TPB: What are some of the biggest obstacles you face as a company?
Blanchard: Awareness is a big one. We’re not just introducing a new product, but we’re launching a new product category. Half of our job is just letting people know that we exist. But we’ve covered significant ground. Getting the word out, there has been a combination of different marketing strategies, with almost all of our big wins coming from digital PR pick-ups and advertising.
TPB: Your product was featured on Science Channel's "All-American Makers" and DIY Network's "I Want That." What was that like?
Blanchard: It was great. I was expecting it to be a little more nerve-wracking, but honestly, it was just like we were at a tradeshow or meeting with one of our retailers. Your biggest fear is that something is going to go wrong or that you’re going to say something dumb, but we couldn’t have asked for it to have gone better. When it comes down to it, we are proud of what OXX is becoming, and it was awesome to see the COFFEEBOXX getting in front of a bigger audience thanks to those shows.
TPB: What is next for OXX?
Blanchard: To be honest, we have a lot of things on the horizon. Based on the initial reaction to the COFFEEBOXX we expect big things in 2016. We are always looking for new partners and ambassadors who are deeply passionate and share our same brand values. We have a lot of new things in the works. We can't quite talk about them yet, but if you sign up for our email list, you'll be the first to know.