ROLE:
As the Product Marketing Manager, I worked with stakeholders to take TYPHOON™ from conception to launch.
I collaborated cross-functionally with our product development, engineering, and marketing departments to develop the TYPHOON™ Waterproof Bluetooth Speaker’s looks, functions, and feel.
I led our team in creating the TYPHOON™ brand identity, tone, and voice.
After TYPHOON™ Speaker was developed, I worked with a marketing and advertising agency to create a compelling user-centric microsite, disruptive digital D2C campaign, and ultimately launch Spring 2023.
OVERVIEW
TYPHOON™ is a weather-resistant waterproof Bluetooth wireless speaker that’s conveniently designed to universally fit most tumblers. It’s compatible with leading brands including Yeti, Tervis, Swig, Ozark Trail, Hydro Flask, Igloo, SIC, Reduce and many more, offering consumers versatility and convenience. TYPHOON™ is the first and only tumbler speaker accessory that offers rich and loud 360° sound. Consumers simply attach the tumbler between their tumbler and lid, increasing their tumbler’s capacity by 4oz and adding impeccable sound for over 6 hours. TYPHOON™ offers you the freedom to live, work, drink and listen to music wherever you are, or wherever you’re going.
RESEARCH
We conducted market research on The US Tumbler Market Trends and Forecast. The major growth drivers for this market were an increase in outdoor recreational activities, demand for attractive drinkware products, and increasing use of tumblers as corporate or personal gifts. As the market for tumblers in the US continues to grow, the audience for TYPHOON™ simultaneously grows, presenting an opportunity for the brand’s compatibility to a wide range of well-known tumbler brands and sizes.
THE CHALLENGE
CONSUMER EDUCATION
Consumer education was an essential piece of the marketing strategy for TYPHOON™ since the product was new, and there was no brand awareness. In the highly competitive space for tumblers, it was crucial to establish the brand’s digital foundation. The goal was to do this through combining a multi-channel, multi-touchpoint digital strategy to generate consumer affinity and brand loyalty.
SEARCH COMPETITION
Although TYPHOON™ was a one-of-a-kind innovative product, there were similar products on the market. These products only featured speakers built-in on the bottom of a tumbler, or only fit one size tumbler. We were confident because our product was different and gave the consumer more versatility with sizing and positioning than the competitive products.
OBJECTIVE
The primary objective of the digital and social media campaign was to generate cost-effective traffic and orders driving to the web. We launched with a special offer to promote engagement and incentive conversion.
The secondary objective was to drive brand awareness. The primary measure of success was sales online. We also measured clicks, likes, reviews, visitors, and other elements to track brand engagement as a measure of awareness.
Since this was a new product being introduced to the US market, brand awareness was a crucial part of the strategy. In order to create demand and sales of this product in this very competitive area of reusable drinkware/tumblers, it was essential to establish TYPHOON™ as the brand of choice for consumers looking to add music to their lives with every sip from their favorite tumbler. We combined a multi-channel, multi-touchpoint digital strategy to generate consumer affinity and sustained brand recall.
The primary measure of success, is sales online.
BRAND MATERIALS
Below are some visual design samples that I created to launch the brand such as the decks, catalogs, presentations, sales materials, training materials, and social media ads.
Brand Deck
Catalog
Sellsheet
Display Design
Here is a fixture that I designed. On the left was the low-fidelity sketch, and on the right was the final design. These fixtures were for trade shows, and eventually in-store.
DESIGNING THE SITE
I worked with a Marketing Agency to create a site that offers a full e-commerce feature set including a shopping cart, multiple products, additional content pages, and the ability for full customization. Below you can see my notes on one of the first iterations, giving direction to the Marketing Agency on how to optimize the site.
typhoonworld.com
ART DIRECTION
I lead our marketing department with a consumer-centric mindset. I collaborated with Marketing Agencies and other vendors for user-generated and professional assets.
