Move Over Shutterfly and Easyshare
Launching New Product into Crowded, Existing Market
Client: Tabblo (acquired by HP)
Challenge
Tabblo wanted to launch a new type of photo-sharing service into an already existing and crowded market. Tabblo is rich content-creation tool for turning photos and words into shareable online stories. The challenge was to compel consumers who may already be using a different service such as Kodak Easyshare, Flickr, Shutterfly and others to give Tabblo a try. The company wanted to generate leads and achieve the overall objective of signing up 100,000 members within six months.
Our Work
- Developed a multi-phased launch strategy to target mainline consumer press
- Developed a strategy to raise company visibility within the business community
- Targeted quality oriented consumers that were planning weddings, first time parents and taking travel-based vacations
- Seeded online outlets and online communities with Tabblo picture stories
Results
- Secured a positive review by Walt Mossberg at the Wall Street Journal
- Secured placements consumer, business and trade press including PC World, Boston Globe, Washington Post , C/net, Computer Shopper, Camera Town, IDG News and TechCrunch, Washington Post, Fast Company, TechCrunch, Budget Travel and Technology Review
- Drove traffic to Tabblo from online travel communities
- In less than 10 months after initial launch, the company was sold to HP