Outdoor Experience
Agency: Martin|Williams
Budget Range: Under $10 MM
Percentage of Print in the Media Mix: 80%
Unit Size: Spreads and Pages
Other Media:
Media Mix: Case studies that are magazine dominant, 75%+ of total budget
Objective: |
- Grow business by generating requests for catalogue
- Focus on authentic truths of the brand - family business mentality, genuine outdoor heritage and their trusted relationship with consumers
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Target Audience: |
- Men and women 35 - 54 with above-average income who purchase outdoor apparel/gear
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How Magazines Were Used: |
- Play off magazine readers' mindset and interests, drawing them into the ad Results
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Results: |
- Gross catalogue requests per media dollar spent increased almost 9%
- Advertising conversion rate increased 13% for the year
- 1.8 million direct requests for catalogs
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Industry Awards: |
- 2002 MPA Kelly Finalist
- Minneapolis Show MeritClient
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Other Recognition: |
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Comments: |
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