Tru-Tension Case Study 2

Chain Monkey: from an engineer’s bright idea to a marketable product selling internationally.

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Over 2 years ago we were approached by Tru-Tension, an ambitious developer of innovative tools for the motorsports industry, for support with developing their brand and launching their business online. With just a 3D printed prototype to hand, the directors needed a new and exciting brand, quality packaging, a marketing plan and a polished website capable of selling their products internationally.

***Update*** Now in 2018, Tru-Tension has celebrated securing £75,000 of investment on BBC’s Dragon’s Den!

The Brand

Our brief was simple; create a loud, fun and quirky brand that would appeal to owners of motorcycles or go-karts. Utilising our depth of knowledge and experience within the automotive parts and motorsports industries, we were able to create a bright and fun brand guideline which is accompanied by a strong range of fast, modern and moody images. We were able to effectively apply this to the product, its packaging, the new website build and other marketing collateral to ensure that the product stands out in a busy market.

Marketing Plan & Product Launch

In the run up to the product launch, we helped develop, design and implement a 12 month marketing plan for 2 international product launches; the Motorcycle Chain Monkey and the Kart Chain Monkey.

Throughout the launch, it was essential for us to be on hand to act and advise as the market reacted to the products in order to capitalise on new opportunities. Furthermore, utilising the feedback from mass user experiences of using, buying and searching for the tool was importantly factored in as the website and marketing collateral developed.


The Results

Following an immensely successful product launch through events, social media and press releases, we helped to captured the attention of industry publications like MCN and RiDE Magazine, as well as a wide range of motorcyclists who invested in the innovative product. Over the years since the product launch, we have developed over 30 product videos, a range of marketing campaigns and multiple websites in multiple languages for Tru-Tension, promoted via a number of routes to market, including direct website sales, international distributors and national exhibitions along with a strong, lucrative presence on eBay and Amazon.

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Chris Frappell

Managing Director, Tru-Tension

Squarebird were able to provide the marketing expertise we needed to take our tools from working concepts to products with an exciting brand and a slick website. They have helped us gain exposure internationally within industry leading publications, launch effective social media campaigns and create engaging content with measurable sales results. Their knowledge of the industry has enabled us to develop a bold marketing strategy together, which has been essential in positioning our innovative products well within the motorsports tools market.

Above all, their work is always of the highest quality at very good value. In a competitive industry where a strong brand identity is key, we are extremely happy with the way that our product is really starting to move.”

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