Quick & Affordable Validation of a New Product Concept
Companies typically spend lots of money to get a new product off the ground, and that doesn't guarantee the product launch is a success. Tenlo worked closely with MAGNET, an accelerator of physical goods manufacturing, to validate the new Battle Toss game concept and identify a ready-to-buy market in weeks – rather than months – without overspending.
Product Positioning
Uncovered that the greatest sales opportunity was to promote Battle Toss as an "outdoor" or "yard" game
Targeting Strategy
Identified Millennials and Millennial Parents as key early adopters due to their affinity for outdoor active play and desire for social proof prior to making purchases
Market Validation
Hosted a local experiential event to gather consumer feedback, used to inform marketing and built a MVP (minimal viable product) website with ecommerce capabilities
The Challenge
• Build a new, unknown brand from the ground up
• Gain visibility in a crowded game market
• Determine an effective path to conversion in a short time frame
• Achieve results with only $20,000
Strategic Process
Quantify Relevant Awareness
Identified Millennials and Millennial Parents as key early adopters due to their affinity for outdoor active play
Map Points of Influence
Added a #hashtag and social sharing to increase online visibility because Millennial shoppers want peer validation and visible social proof prior to making purchases
Prove Your Value
Planned, promoted and hosted a local experiential event, where Millennials played the game and shared their experiences on social media
Align Tactics to Sales Funnel
Drove consumers to the ecommerce website with paid search, plus created and deployed a follow-up email containing a coupon code to nurture leads
Rapidly Execute, Test & Analyze
Developed and tested a local marketing plan that validated the product concept, identified a ready-to-buy market and can be scaled on a national level when Battle Toss production increases
Battle Toss games sold out in one month. The high demand inspired placement on Amazon, tripling product orders in just one week.
“I would like to thank the professionals at Tenlo for website development and digital marketing expertise with our business startup. The Tenlo team offered a wide variety of experience from their collective diverse backgrounds. I would recommend their services to any company seeking solutions to their marketing challenges. ”
Russell and Deborah Horner, Owners Battle Toss - a product of DR SMILES, Inc.