Planning Prioritises Rattlebone Re-launch
Viper Case Study
The Brief
It started off as quite a complicated brief. SN Designs want to re-launch the sidehack, nicknamed the Rattlebone.
Let’s break that down. SN Designs are a blend of high tech, computer aided design and British cool manufacturing from a garden shed, that make bikes. The sidehack is a sidecar for BMX bikes. Very big in America in the 80’s. This explains the ‘re-launch‘ element.
The Rattlebone is the nickname of their particular sidehack. Aptly named for the ‘monkey’ that stands, pushes and leans in the sidecar.
Who was the real target audience for this product, how were they going to target them and how were they going to create the Need?
The Solution
Coffee, cakes and our Communication Planning Framework. By taking our step-by-step approach the Needs were addressed first before launching into audience profiles, messages, opportunities etc.
The clear Need was for BMX sidehack race scene. Sidehacks are designed for racing. They’re great fun for messing around on and SN Designs can see lots of other uses for a bicycle sidecar but racing is where they come alive. The added fun of racing in pairs against your friends is huge compared to the normal solitary you against-the-rest.
When we reached the Tools step in the Framework we could critically analyse the existing communication tools they had put in place. Nothing was broken, but fine tuning was needed. And these tweaks were easy to see when we knew who the audience is and what we wanted them to do.
The Result
Steve and Nick from SN Designs have to create a race scene. A long term strategy but sustainable one. The racing need would result in sales. SN Designs could then ‘own’ the race scene. The detail of their strategy is a closely guarded secret. We can tell you they have a clear, prioritised list of audience types, with human names of course, they know the types of messages and styles they need to use and how social media will help them achieve this.
Steve from SN Designs said, ‘Just wanted to send a personal note of thanks for your time... it was a proper workshop session. I really enjoyed working through our marketing model and it has helped enormously with where to focus our efforts. I now have a much clearer picture of what we should be doing.’
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