We sent out the first 10 boxes for this test. The result? Complete Failure. It’s okay though, this was the expected outcome. There was a very small chance that we would see some form of engagement from this initial batch, but we did not. The average reach per box receiver in round 1 was 35 million. These were whales with massive audiences. We had compiled a list of our “targets” and sorted that list by audience reach. We sent to the top 10. Time for round 2.
Moving down the list, the average reach per box receiver in round 2 is 4.7 million. While the list is still sorted by audience reach, we were not able to send it to all of the next 10 in the list because we could not locate all of their addresses. Still, an average reach of 4.7 million is quite impressive. These soon-to-be BattlBox receivers have figured out how to grow an audience, whether it’s by fame or content creation, people watch them online.
The working theory here is that our chance of success with the round 2 recipients is significantly higher than round 1. The likelihood of them actually seeing our beautifully branded box is much higher this round as some probably handle their own mail. These recipients are in the same audience size orbit as us. Knowing how we respond to receiving packages, I am confident that 1 of these 10 will engage. Of course with mathematical variance, that 1 could easily end up at 0. Could also end up at 2 🙂.
The results of round 2 will dictate how we move forward with this experiment.
If we goose egg again, round 3 will likely have a smaller average audience size.
If we see success this round, round 3 will likely be a similarly sized audience.