Ruckus researched and launched a marketing campaign, targeting a new, younger audience for a pre-existing product.
Ruckus listened carefully and showed a great deal of enthusiasm for this project from the very beginning. Their team’s thorough research has increased the potential reach and impact of this campaign and opened doors to new markets for the product.
"Their responsiveness really impressed the hell out of me."
Please describe your company.
Bentley Labs formulates and manufactures personal care products, primarily cosmetics, and over-the-counter drug products, for a variety of leading brand marketers as well as niche brand marketers who serve the industry.
What is your role and responsibilities?
I'm the owner and CEO.
What was your goal for working with Ruckus?
We had a product that we were taking to market. While our take on the product is new, the product type has been in the marketplace for a long time, and we were looking for a new way to position it. Think of it as a technology that's been out there, it's been around, people have used it, but the company that launched the technology had a particular target audience, and they never evolved that. We were looking for a new audience, and obviously a new marketing strategy to attract them.
Please describe the scope of their work.
They provided a couple of services. One was to educate us on internet marketing, how it works, what has proven to be successful, what hasn't, what business models work really well, and why. So, that was one big portion of the services they provided. The other was conducting the market research, and coming back to us with a plan for a different way to market our product, to a different target audience, to give us that uniqueness. Everybody was marketing the product to 40-to-50-year-olds. Nobody was thinking of the younger generation who are much more in tune with appearance and personal care products.
We worked on this for about five months, and we were just blown away by what they did for us. The results of their research and their recommendations are just now coming to fruition, but they really exceeded our expectations.
Can you give a sense of the size of the initiative?
We've planned three phases for this project. The initial phase was probably less than $30,000. As we move forward through the project, this should run in the $200,000 to $500,000 range
What were the results of the project?
We haven't yet executed the marketing model that they've built for us yet, but in the short term, their recommendations have caused us to go out and look for strategic marketing partners to team up with, particularly ones who concentrate on internet marketing to the younger generation. We had no meaningful experience with digital marketing, but we're really excited at the doors that are opening up, and the potential impact and reach of our campaign.
Do you have any statistics or metrics on the project?
It's too soon to talk metrics, but I feel good about what we're seeing.
Is there anything unique or special about Ruckus that really makes them stand out?
They listened really carefully to us, and that impressed me. They're a young group, and I thought they might come in and act like they knew it all. But, they didn't. They also showed a lot of enthusiasm for the product and the category, and that was really important. It wasn't just a project to them. You could feel that they were totally jazzed about going to work on this kind of a product in that kind of marketplace. What it said to me was, before we even were done with the initial meeting, they were already thinking about how this could be done. Even in those initial RFP [request for proposal] meetings, they were coming up with amazing ideas for us.
Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?
Honestly, I didn't. Their responsiveness really impressed the hell out of me. I recommend them to any of my customers that I deal with now. I really like their energy. As a young entrepreneurial firm trying to break in, these guys show a ton of promise. They're going places.