The Work - Integrated Programs Driving Leadership
Some favorites from various marketing efforts I've helped out with and provided supervision and direction on. These cover the marketing universe from full campaigns, collateral, experiences and digital.
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Tourmaster & Cortech Motorcycle Apparel & Gear |
This small sampling of the entire effort supporting the Tourmaster and Cortech apparel and gear brands helped drive Helmet House to become a leader in motorcycle technical apparel, gear and helmet sales. This campaign also bestowed a leadership perception about these brands among dealers and dedicated motorcycle riders in the United States that remains to this day.
Working in concert with Vreeke & Associates in Simi Valley, CA, these omni-channel marketing covered print, digital, organic and paid social, targeted email, national and regional motorcycle events and SEO/SEM optimization across several web platforms. Online aspects were optimized on web usage, lifestyle attitudes & demographic analytics as well as heavy-up digital efforts in key motorcycle markets to increase relevance and engagement. Digital campaigns increased relevance, communicated product benefits and offers in new and engaging methods and also tied to several experiential efforts. Achieving new highs in awareness, engagement, CTR and sales for both brands.
The Results? Tourmaster and Cortech became the leading apparel brands in the category, with 35% more current ownership versus their nearest competitors, as well as twice as much future purchase intent among serious motorcyclists. Given the diversity of the motorcycle segment, this is a landmark achievement.
Working in concert with Vreeke & Associates in Simi Valley, CA, these omni-channel marketing covered print, digital, organic and paid social, targeted email, national and regional motorcycle events and SEO/SEM optimization across several web platforms. Online aspects were optimized on web usage, lifestyle attitudes & demographic analytics as well as heavy-up digital efforts in key motorcycle markets to increase relevance and engagement. Digital campaigns increased relevance, communicated product benefits and offers in new and engaging methods and also tied to several experiential efforts. Achieving new highs in awareness, engagement, CTR and sales for both brands.
The Results? Tourmaster and Cortech became the leading apparel brands in the category, with 35% more current ownership versus their nearest competitors, as well as twice as much future purchase intent among serious motorcyclists. Given the diversity of the motorcycle segment, this is a landmark achievement.
Suzuki ATVs
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Reinvigorating a Brand and Product LineSuzuki was missing the growing sport ATV (all-terrain vehicle) market in the United States and approached our team to relaunch this incredible new product line with impact.
Filmed in the sand dunes of Baker, CA with world-class riders, aerial photographers and chase helicopters, this campaign created so much awareness and trial certain competitors lobbied to the CPSC to have it discontinued on grounds it was showing the product being improperly used. The Results? With broadcast, digital, print and in-store elements to this campaign, Suzuki's total market share almost doubled within two years. |
Cortech Luggage - The World's Fastest
Content is king in digital marketing. Here's a great example of activating a sponsorship of a professional rider and aligning him with product in a highly engaging way for riders looking to invest in soft luggage for their motorcycle.
Filmed at Road America during a two-lap test on a MotoAmerica Superbike class Suzuki GSX-R1000 and ridden by Cortech athlete Jake Lewis, this video contributed to strong sales of Cortech's Super 2.0 luggage products as well as increased Cortech's performance image. One of the most viral video's ever produced by Cortech and Helmet House. Logistically this video shoot rivaled some of the aerospace work I've helped with over the years given the amount of permissions to be had- the rider, the team, the sanctioning body, the track and the TV network (utilizing many of their on-track camera locations) all had to get to "yes" before we could get this done. A true collaborative effort. Much thanks to Jake, Team Hammer, Road America, MotoAmerica and BeIN Sports. The Results? Increase in consumer engagement by 22% and CTR increases to product digital assets of over 30%. IncreasedCortech Super 2.0 luggage system sales and more fan engagement for Cortech racing sponsorships at key national motorcycle events and our partner retailers. |
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General Motors Corporation - Value Pricing
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For decades, General Motors struggled to sell vehicles in the western United States. They called on my team at DMB&B Los Angeles to help fix this shortfall, drive traffic and consideration.
Working with Western Region GM management, high level GM NAO staff to design retail program and experience that proved not only powerful, but truly ahead of it's time- Value Pricing. Through offering vehicles with no-haggle, "crowdsourced" average prices and full features to eliminate much if not all of the dreaded haggling in showrooms, this campaign also did much to improve GM's weak product quality perception among Western US buyers. The Results? This multi-faceted campaign across broadcast, targeted print and outdoor as well as in-store displays and events, improved GM vehicle quality perceptions in the West, provided strong incremental sales and revenue while winning awards for effectiveness and creative excellence. Today the likes of Kellybluebook.com and Truecar.com use pretty much the same data to help consumers. |
Lockheed Martin - Expanding the Expertise
We were charged with several goals with this campaign for Lockheed Martin. Started by Lockheed before their merger with Martin Marietta was complete, the goals were two-fold. Expand key stakeholders to think of Lockheed as more than a military aircraft company, reposition them as a global aerospace firm and imbue the effort with an emphasis on augmenting Lockheed's relationship with NASA and the Space Shuttle program.
The effort provided highly targeted broadcast around various government facilities around the world where Lockheed's customers lived and worked- cities with a high incidences of aerospace workers, NASA facilities and ministries of defence in countries that Lockheed sold to, and of course Congressional employees in the Beltway who had to approve of the merger as well as vote on the Space Shuttle program. These two videos' messaging went onto be rolled out into a "Lockheed Martin- Mission Success" campaign that was put into newletter mailings, posters and displays at aerospace events and military air shows around the world as well as aerospace and governmental print and The Results? A successful merger, and incremental business for Lockheed Martin on the Space Shuttle at a crucial time in that program's history. |
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Helmet House - Collateral & Content
Every season Helmet House would generate several targeted catalogs and one comprehensive annual catalog for several thousand dealers around the United States.
In managing their overall production, I supervised printers, designers, photographers, on-camera talent, coordinated warehouse shipments and more. Our team generated a lot of material that supports a dedicated sales staff serving the customers that Helmet House serves. All part of why Helmet House is perceived as the leader in helmets and gear in the industry. Leading brands. Excellent Support. Quality messaging. We also generated product packaing, sales presentations, leave behinds and flyers, white papers, product display shelf talkers and signage, customizable outbound emails, digital and social media content, photo assets and more. Click on the image to review the current state of Helmet House catalogs. |
Helmet House - Online Staff & Dealer Training
Developed with, the industry-leading online learning professionals at Brandecation, I oversaw and collaborated with the team driving the concepting, coursework structure, course content, digital development and design of Helmet House University Online. Intended to be a state-of-the-art online product and business skill training tool for both sales consultants customers and their staff HHU online is intended to house all the Helmet House related training assets- coursework, testing and reporting all in one easy to use online training portal that is mobile friendly. All part of the leadership persona Helmet House strived for in servicing powersports dealerships around North America. |
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Online Content - Engaging Brand Storytelling
Brands now are driven more than ever with engaging online content. This small sample of the content I helped develop is rooted in emotive and relevant experiences that will show a brand's product in the most engaging way feasible, while remaining true to its mission. The results of these efforts were all very positive. THE SHOEI helmet Bonneville story set new records for customer engagement and effectively told the story that riding SHOEI saves lives. The Tourmaster product videos were key drivers of product launch awareness and trial for both the brand and its dealers, and the Helmet House HH50 video told the visual story of Helmet House's 50 years in business prior to its sale to new owners, as part of a monumental 4 day experience for key stakeholders.
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Helmet House - Experiential & Events
The motorcycle industry affords the marketing function with a variety of experiential and event opportunities and we leveraged just about all of them. I spearheaded activity at
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Helmet House - CRM
Monthly and topical CRM communications to both customers and end consumers were integral to the success of Helmet House. Driving engaement with best practice list management, A/B testing on several purchase intent metrics as well as customer and dealer business segmentation via customer base, attitude, purchase intent and more... A key component to today's marketing efforts - effective and engaging communications to those customers that have raised their hands and are open to hearing from you and to becoming a brand evangelist.
These CRM communications were key drivers of product offers, new product announcements and key selling and customer handling techniques for stocking dealers around North America. A key tool in driving sales and revenue. |
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