PHNX Boards is an innovative snowboard company that makes all-in-one backyard snowboards that can be used anywhere there is a hill and some snow. The snowboards are based on the original Snurfer and don’t require any additional equipment, like special boots or bindings.
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The Problem
PHNX Boards has a challenging road in an increasingly saturated snowboard market. Their snowboard is unique because there are no other products in between cheap plastic sleds and expensive resort-style snowboards, however, they must compete against both ends of the spectrum. They approached HSM to start an ad campaign that would help put their boards in front of their target market; people who want to snowboard without spending hundreds of dollars or having to travel to resorts.
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Our Solution
Utilizing both Google and Facebook we brought a multi-pronged approach to our campaign for PHNX Boards. With both, we were able to drill down and target small groups of people who were interested in snowboarding but lived far away from resorts. PHNX Boards’ market is simultaneously broad – adults in their 50’s who grew up with Snurfers and kids today who want to learn to snowboard – and narrow because the product just launched and will likely be adopted by the niche of people willing to try something new. We navigated this bifurcated marketplace and were able to acquire data that will help PHNX Boards better-position their product and sell their unique snowboards each year.
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The Results
Our ad campaign generated hundreds of new visits to the site and drove hundreds of new Facebook fans for the company, demonstrating people’s interest in this exciting new product. On top of new sales some interesting statistics include:
