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How Surfer Dudes® Used Consumer Feedback in Marketing

June 9, 2015

How Surfer Dudes® Used Consumer Feedback in Marketing
Digital Brew had a unique opportunity to work with TOYosity®, a toy company located in Orlando, Florida. The Brewmasters were helping TOYosity launch a new product called Surfer Dudes, the world’s first beach action toy. To read about Digital Brew’s hand in video production for Surfer Dudes, check out, “Say ‘What’s Up’ to Surfer Dudes”. TOYosity is a collaboration between Bill Hohns and long-time toy designer, Rambo Benson. Last week, I sat down with Bill and Rambo to gather more insight into the launch, learning how TOYosity is channeling consumer feedback into improved product information. Bill Hohns, President and CEO of TOYosity, had this to say about production and the Company’s experience, “Digital Brew had already done an outstanding job of storyboarding, shooting, and editing our initial video. While the video perfectly captured the essence of Surfer Dudes, as it was played thousands of times to prospective consumers on our in-store video players and website, we began to hear two things consistently. First, would Surfer Dudes really come back again and again? And, second, I’m only going to be at the beach today—what will I do with them when I return home?” In Ron Jon Surf Shops, the product was displayed with a video shelf talker demonstrating how to use Surfer Dudes and showing the toy in action. Check out the video below to see the initial video. Not only was the video widely accepted and viewed more than anticipated, consumers also spoke out about the product. During beach events TOYosity held in support of their retailers, Surfer Dudes consumers described additional uses they were finding for Surfer Dudes beyond surfing on the beach—in the bathtub (“cooler than a rubber duck”), swimming pools, white water rafting, and lakes. Armed with this feedback, TOYosity worked with the Brewmasters to add further video footage to its product information videos, demonstrating some of the other ways consumers were engaging with Surfer Dudes. By listening to customers, TOYosity is improving the Surfer Dudes experience for consumers. Rambo Benson, V.P. of Research and Development, also known as Dr. IFS, or TOYosity’s Director of Innovation and Fun Stuff, agrees, “In both cases, we (and other customers!) knew better, but we realized the video could provide more clarity. So we spoke with the Brewmasters about what we learned. Here is how our fine tuned video evolved (Digital Brew shot the pickup shots in just one afternoon!):” Kids, along with their friends, parents, and grandparents, playing with Surfer Dudes can easily associate with the toy because it simulates interacting with another character while acting just like a real surfer. While many consumers purchase Surfer Dudes on vacation, since a beach is not the only venue for play as demonstrated by others, consumers can also enjoy the toy at home. As long as there’s energy in a body of water that produces breaking waves of 3 inches or more, Surfer Dudes can hang ten anywhere! Just surf it! Bill and Rambo say it’s all about the customers, “They are the most creative when it comes to new product ideas!” Bill adds, “Listening to consumers using our products and helping cross-pollinate their great ideas for others to use, only increases the lasting enjoyment of playing with Surfer Dudes.” The takeaway here is to pay attention to what consumers have to say about your product and incorporate that feedback into your marketing to achieve a much more dynamic and topical approach. After you’ve received feedback from your customers, act quickly in implementing the feedback to fine-tune your video. This way the insights learned will be most relevant to your audience. Ready to get started on realizing and fine tuning your video content? Contact the Brewmasters! We’re ready to help your business become even more successful. Be sure to cruise on over to check out the World's Best Surfing Toy at Surferdudes.com