Bull's-Eye!
So you've got a new product and know just who to market it to. Here's what to do next.
By Don Debelak
What's a pair of thrill-seeking snowboarders to do when
there's no snow on the ground and no clouds in sight? If
you're Jason Lee and Patrick McConnell, you invent the
MountainBoard. With a deck similar to a snowboard, all-terrain
wheels, and a suspension system that can be used to go down a
single trail or track on a mountain, the MountainBoard hit the
market in 1996 and helped Lee and McConnell bring in sales of $2
million last year for their Colorado Springs, Colorado, company,
MountainBoard Sports (MBS). Not too shabby, considering Lee, 32, and McConnell, 35, were
introducing a totally new market category on a limited budget. What
made it possible is that the company targeted a very specific
market: "men 16 to 20 who like to snowboard," Lee states
emphatically. Having a clearly defined market in mind gave MBS
advantages in launching its product, including rapid retail
acceptance at trade shows, the ability to create a substantial
market buzz, a clear content strategy for its Web site, the ability
to stage events, and an easy-to-implement media strategy.
Here's a closer look at their company's marketing
tactics:
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