Human & Personal ServicesManufacturing & Industrial
Interim Marketing Director
Launched consumer-focused website, brand awareness event, and Amazon presence in six months, establishing direct customer relationships.
Backyard Discovery
The Client
- Company
- Backyard Discovery
- Website
- backyarddiscovery.com
- Industry
- Consumer Goods
- Headquarters
- pittsburg, US
- Employees
- 51-100
About Backyard Discovery
Backyard Discovery is a leading manufacturer of outdoor residential products, specializing in wooden play structures, including swing sets, playhouses, gazebos, and outdoor kitchens. Established in 1968 and headquartered in Pittsburg, Kansas, the company focuses on providing families with high-quality outdoor playsets that promote physical activity and…
The Challenge
For over 30 years, Backyard Discovery, a leading manufacturer of high-quality outdoor leisure products, cultivated outdoor family experiences with their product range. Yet, the company faced a significant gap: a direct relationship with its end consumers. Until 2016, their primary sales channels were through wholesalers, thus distancing them from their consumers. As digital channels advanced, the opportunity to sell directly to customers became an exciting but daunting prospect that needed expert navigation.
Our Approach
Chameleon Collective's team, including an experience interim CMO and digitally centric Markteing Director, took on this transformative journey. They used cutting-edge technology and eCommerce tools to build a robust digital team and strategy for Backyard Discovery.
The comprehensive solution encompassed a 360-degree consumer engagement strategy, preparing the brand to delve into the direct-to-consumer market.
The Impact
With the guidance and expertise of Chameleon's interim leaders, Backyard Discovery saw rapid and significant progress. In just six months, the brand unveiled a revitalized, consumer-focused website and initiated a successful brand awareness event. Along with these milestones, Backyard Discovery also made its debut on Amazon, a major step in establishing their direct-to-consumer presence. Through this venture, Chameleon's interim leadership demonstrated the potential of direct consumer engagement, reshaping Backyard Discovery's sales strategy and establishing a stronger relationship with their consumers.
The Work
Featured Expert
The Chameleon who led this engagement.
Practice Areas
Logistics Support ActivityDigital ContentCustomer Engagement StrategyCustomer Engagement