TPS: taking a new product to 30% of revenue

Client Background

TPS is a leading Australian manufacturer of water measurement instruments and accessories, with a history dating back to 1968. Trusted across mining, construction, education, environmental, and more, TPS had a loyal customer base, but significant untapped market potential.

Client Challenge

Newly appointed CEO Greg Smyth needed to successfully launch a new product and grow the business. Larger competitors were failing to deliver on customer promises, presenting a clear market opportunity. The challenge: convert that opportunity into revenue quickly.

Our Approach

We conducted a full marketing audit, competitor research, and ran a strategy workshop with the CEO and Business Development Manager. From there, we developed two ideal customer profiles, defined key messaging, named the product, and delivered a 12-month marketing roadmap with a detailed 90-day launch plan. We also recruited a marketing coordinator to implement it while overseeing it.

Our Solution

We named the new product “The Ranger” and built a full go-to-market strategy around it, including a new Shopify website, product branding, an invitation-only launch event for customers and distributors, Google Ads, social media campaigns, and email marketing to the existing database. Every channel was aligned to a single, cohesive launch narrative.

Results & Impact

The Ranger became 30% of TPS’s revenue. Social media following grew by 30%. Email campaigns achieved a 15% click-through rate, well above industry benchmarks. Google Ads delivered positive ROI. The engagement evolved into a long-term strategic partnership, and the frameworks implemented are now supporting TPS’s expansion into other markets.