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.

Results

+100%

of inventory sold in 1 month; then accepted backorders

2X

higher-than-industry-average click-through rates in paid search

3%

conversion rate from paid search

Download Case Study (PDF)

Results

+100%

of inventory sold in 1 month; then accepted backorders

2X

higher-than-industry-average click-through rates in paid search

3%

conversion rate from paid search

Download Case Study (PDF)

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.

battle_toss_game_team

“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.

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