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Good Afternoon. My name is Aaron Oelger and I’d like to spend a few minutes this afternoon talking about marketing the B

Good Afternoon. My name is Aaron Oelger and I’d like to spend a few minutes this afternoon talking about marketing the BOA brands. Most of our advertising dollars go to the Bushnell products, but we’ll cover those tomorrow. Let’s talk today about how we support BOA products in Marketing:

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Good Afternoon. My name is Aaron Oelger and I’d like to spend a few minutes this afternoon talking about marketing the B

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  1. Good Afternoon. My name is Aaron Oelger and I’d like to spend a few minutes this afternoon talking about marketing the BOA brands. • Most of our advertising dollars go to the Bushnell products, but we’ll cover those tomorrow. • Let’s talk today about how we support BOA products in Marketing: • Predominately, this is Uncle Mike’s and Hoppe’s. • So how do we support them?

  2. For the last several years, (CLICK), we’ve used John Scoutten as the primary Shooting messenger for our (CLICK) Bushnell and Uncle Mike’s brands. • Going forward, we’ll continue to use John in this role but we’re also going to have (CLICK) Jessie Duff join him for (CLICK) Uncle Mike’s and represent Hoppe’s as well.

  3. Jessie Duff Overview Jessie Duff - one of the most accomplished competition shooters in the world • Competing – and winning – in five different shooting disciplines, Jessie has won 19 world and national championship titles, including: • Bianchi Cup • Steel Challenge World Speed Shooting Championships • In 2013, has won every match she has competed in • Let’s take a look at how Taurus is using her: • (PLAY VIDEO)

  4. In 2013, we introduced a new TV ad for Uncle Mike’s Reflex holsters featuring John Scoutten. We will see this ad in 2014 as well. (CLICK) • With signing Jessie on board, we’ll be looking to film a new Hoppe’s ad in 2014 OR 2015. (CLICK)

  5. You will find this commercial on Outdoor Channel (CLICK) on shooting programming, such as Shooting USA and Impossible Shots. You can also find it on (CLICK) Sportsman Channel in 2014.

  6. Speaking of Shooting USA, I don’t know how many of you are watching the show on a regular basis, but I grabbed a couple segments where John Scoutten is talking Uncle Mike’s. • Let’s check it out. (PLAY VIDEO)

  7. In 2013, we also created these two ads: • For Hoppe’s (CLICK), we have a No. 9 ad talking about the heritage of the brand and how Hoppe’s Synthetic fits in with this. • For Uncle Mike’s (CLICK) we have a Reflex ad. This version is tagged with our 50% off promotion we ran this April and we’ll run a Promo tagged version and a version without the promo through the year.

  8. We go through our magazine options and choose content based on where we believe the messaging is a good fit. • You will find these ads in magazines like • (CLICK) American Rifleman • (CLICK) Guns & Ammo • (CLICK) Rifle Shooter • (CLICK) Shooting Illustrated • (CLICK) Shooting Times • (CLICK) Recoil

  9. For Uncle Mike’s, we also ran a series of digital ads this year that looked like this. This specific example was on tactical-life.com but it also appeared on other shooting and tactical websites like • gunsandammo.com • AmericanHandgunner.com • etc.

  10. For Hoppe’s, we ran a series of digital ads similar to our print ads focusing on the Hoppe’s brand and Hoppe’s Synthetic (PLAY VIDEO). • This is an example of our flash ad, but we also ran similar ads that were static, which means they’re not moving.

  11. And this is an example of how the Hoppe’s ad looked on gunsandammo.com, but we also featured this ad on websites like • OutdoorChannel.com • OutdoorHub.com • InterMedia’sOnline Shooting Channel

  12. Digital Content for the Web • I’ll briefly touch on some research tomorrow that talks about the importance of video, but we spent part of 2013 producing video that can be used on the web. • Here’s an example of a video we did for the new Butler Creek Sidewinder caps, but we have other videos with our Bushnell Pro Staff talking optics and accessories or our Product Managers talking features and benefits. • Let’s take a look (PLAY VIDEO). • If you’re interested in using video like this at your accounts, either for presentations or on retailer websites, talk to your Trade Marketing Manager and we can set you up.

  13. We continue to build our social messaging on our Facebook pages like Hoppe’s or M-Pro 7.

  14. Earlier this year, we began deploying our Uncle Mike’s Merchandisers • More on the Merchandisers in a moment • Part of the Merchandiser is the Uncle Mike’s Holster Selector App • How many people have used this? • We also adapted this Holster Selector App for the website. • Here’s how it works. • Let’s say I am looking for a right-handed IWB holster to carry my Glock 19. • I’d open up the Uncle Mike’s website and click on the link in the lower left titled “Looking for the Perfect Fit?” • Next…

  15. On the first screen, I’d type in GLOCK (CLICK) • Then the menu will list all the Glock models. I’ll select 19 (CLICK) • Like I said, I’m looking for an Inside the Waistband, so I’d click IWB (CLICK) • And I’m right-handed, so I’d select this holster (CLICK) which is 89161 • Now that we have this deployed in our Uncle Mike’s Merchandisers and on our website, we’re looking to deploy this onto our retail partners websites next. Stay tuned for more information on this development.

  16. As I mentioned two slides ago, we began deploying two Merchandisers earlier this year. • One example on the left is our Uncle Mike’s merchandiser. We’ve depleted about half our stock so far of the merchandiser and are down to only several of the Holster Selector Apps. • The example on the right is our Gun Care for Every Barrel merchandiser.

  17. Thanks for selling the BOA brands. Please let your Trade Marketing Manager know how we can help you sell.

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