Develop a New Consumer Brand, Launch It into the Market and Build Momentum
Startup outdoor power equipment (OPE) manufacturer and challenger brand YARDMAX came to Trefoil Group to facilitate its new product launch in North America and capture market share in a competitive, consumer environment. With a logo, 13 products, and a launch date, the client needed a strategy that would allow it to instantly compete with long-established brands, make a splash in the industry and catapult market growth for years to come. Up for the challenge, Trefoil Group worked hand-in-hand with YARDMAX to develop and execute a robust, multi-channel marketing campaign that would achieve its aggressive short- and long-term business objectives.
A research-driven tagline, “Tame the Great Outdoors”, was created to resonate with typical homeowners and DIYers. The YARDMAX Wild Man was also developed to help with the brand launch, leaving a lasting impression on consumers.
A cutting-edge, robust – mobile and search engine optimized – website was developed to drive both buyer and consumer engagement. Enhanced user-experience was the priority – check out the 360-degree product views!
A potent combination of conventional PR, social and other digital media, strategic partnerships and influencer seeding has been utilized. Reaching target consumers when and where they live and breathe delivered 293 million+ impressions within a month.
Generating a buzz by targeting consumers on Facebook, buyers on LinkedIn, and creating product-focused videos on YouTube has built momentum prior to the launch and beyond. It’s resulted in 1000 Facebook likes in the first month alone.
Targeting buyers and distributors, visually-engaging brand folders, product sell sheets and brochures were developed as important sales tools and leave-behinds. They make a lasting brand impression after meetings and tradeshows.
The “Changing the Landscape” ad campaign, featured in trade publications – both print and online – delivers a powerful message: YARDMAX and its full range of products are making an immediate impression on the industry.
Trefoil Group performed as an extension of the YARDMAX team every step of the way, supporting the product launch marketing plan at the National Hardware Show in Las Vegas in May 2016. Interactive iPads were utilized to engage visitors at the booth.
Launching at the National Hardware Show was just the beginning. We continue stimulating the market through tactics like a local test event, a comprehensive consumer ad plan across a range of owned, earned and paid media outlets, and ongoing influencer seeding.
“Partnering with Trefoil Group was the best decision we could have made to launch YARDMAX. We have worked together since day-one, building our brand foundation, launching our entire product line, and establishing a new standard on how to launch a new company. We do not like to call them our agency, because they are essentially a part of our team.”
Just Getting Started!
The first phase of the journey culminated with the launch of YARDMAX’s full 13-product line at the National Hardware Show in Las Vegas, May 4-6, 2016. Throughout the marketing efforts leading up to this and beyond, here are quantifiable results of the momentum created by the YARDMAX-Trefoil Group partnership within the first month of the campaign:
consumers reached via public relations efforts
placements in online and offline magazines and trade publications
YouTube video views
yardmax.com page views
Establish Trust. Demonstrate Accountability. Building a partnership based on trust and accountability is essential to producing high-quality work under tight deadlines. When both teams can count on one another to consistently perform at an optimal level, projects continue moving forward without a hitch. Operating as a virtual extension of the YARDMAX team allows us to deliver on budget and on time, time and again.
Leverage Critical Market Insights. Market research and analysis drive everything we do. Understanding buying behaviors requires focus group data, competitive analyses and critical assessment of the results. This determines the target demographic, tagline and all other brand messaging. Ongoing web analytics and product testing events provide crucial insights for YARDMAX to continue evolving in the market place.
Engage Strategically. Gain Mindshare. Drive Market Share. Making a splash in the industry, building momentum and positioning a brand for long-term market share gain requires a comprehensive, multi-channel communications strategy. Engaging creatively, when and where the target demographic lives and breathes, delivers an impactful, lasting impression. As a startup challenger brand, YARDMAX called for swift, needle-moving results; Trefoil Group answered.
Assess. Modify. Win. Agility and flexibility are crucial to staying relevant and competitive in today’s ever-evolving, fast-paced retail marketplace. Making real-time assessments, modifying strategies based on results and performing timely execution is what drives market share gain. Anticipating and responding to shifting trends, Trefoil Group is committed to keeping YARDMAX in a position to win, for years to come.
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