With one key insight, BCF took a client RFP for a new website and transformed it into a totally new way of doing business.
Tetra has been around since 1951 and is the largest global manufacturer of ornamental fish food. At the time of our partnership, their key marketing objective was to attract new consumers to the fishkeeping hobby along with competing for market share in the segment.
After digging into research and data, BCF uncovered a truly powerful insight: Yes, there was significant attrition, 30% of new aquarium owners fall out of the category in the first three months, but their key reason for leaving the hobby was that their fish died. Research showed that consumers got involved, invested in a new aquarium and what comes with it, felt like they did the right things and then their fish retired to the toilet bowl. Add to that the fact that many times fish were bought as “starter pets” for small children and it was easy to understand why people left the hobby.
From that insight, we discovered the true purpose of Tetra was fish, not selling fishkeeping supplies, and that meant they should keep them alive and thriving by supporting the consumer every step of the way. Thus, Tetra Care was born.
The process of keeping fish alive is pretty simple if you follow the right steps at the right time. BCF created a site and program that allowed people to sign up and receive just-in-time instructions about what to do – and what not to do – with their fish. Eventually the step-by-step instructions evolved into a series of maintenance messages (change your water, etc.), extending the life of the fish and Tetra’s customer base.
The result of these efforts was a tested increase in consumer success and a corresponding decline in attrition. For those people who signed up for the program there was close to a 90% success rate after 3 months.