LOS ANGELES— Wisp, a broom designed for commercial use on golf courses, has evolved beyond its original purpose into an innovative home floor care tool.
Eben Dobson, Wisp founder, said, “As golf started adopting the use of the Wisp, used to clear sand off the putting greens, it was brought to my attention that people were taking them home to use on their floors. It was that moment when I discovered that our design and our bristles made the chore of sweeping easier and more efficient than anything that was available in the market.”
The broom features patented Bristle Seal technology that uses short, dense bristles acting like a squeegee to control dust and debris. The bristles are angled at 90-degrees to reach under tables and hard-to-reach places, and are also said to create electrostatic energy, attracting pet hair even from carpeted areas.
In addition, the broom requires only one hand in a pulling or pushing motion, and features an adjustable handle, allowing for compact storage.
The Wisp 3-piece set includes the bigWisp broom, Wisp pan, a patented, foot-operated dustpan with self-cleaning combs, and the Wisp away wall hanger that allows the product to hang on a wall or closet door.
According to Dobson, the company’s marketing strategy has focused on non-traditional advertising and marketing methods in order to foster brand awareness and expand consumer education.
“Our marketing efforts are currently focused on social media, influencer marketing, live shopping channels and any other platform where we can visually demonstrate our transformative product,” he said. “As a brand we are disrupting an age-old category that has really been commoditized. We have changed everything about the age old broom and dustpan so our marketing plan requires lots of demonstration to show how our product is truly different.”
Dobson noted that in the past fourth quarter, Wisp went “viral” with two major marketing campaigns. “These campaigns were the driving force behind a complete online sell out of our Wisp 3-piece set, and landed Wisp a number one ranked product listing in the broom category on Amazon. Demand is there and our non-traditional advertising and marketing will continue to help build the brand awareness and educate consumers worldwide about Wisp,” he said.
Dobson noted that the company has ramped up all manufacturing and the bigWisp is now available online and at select retailers. The complete 3-piece set will be available with a suggested retail price of $29.95 on Amazon.com, thewisp.com, wayfair.com and staples.com in the first quarter with continued expansion in online marketplaces.
A mini version of the broom, the miniWisp designed for pet owners, is also available on the company’s website.
