Goal

To promote the launch of a new line of product

Summary

Luck E Strike asked Blue Aqua to help them launch a new line of Made in America products. The fishing lure industry is largely comprised of products made offshore and domestic manufacturing is rare at best. This meant a multi-focused launch to hit three specific areas:

1. Describe the features and benefits of the new products

2. Explain the benefits gained by manufacturing product in the USA

3. Detail how each lure was handcrafted and hand painted

Dilemma

The fishing industry primarily uses traditional forms of media to announce and promote existing and new products. These forms of media are expensive and overrun with advertising. A single magazine advertisement could cost upwards of $30,000.

‍Approach/Solution

We decided to take the same $30K and celebrate "Made in America" Craftsmanship. We re-purposed the budget like this:

1. Harley Davidson Motorcycle - $24,000

2. Custom Paint - $3,500

3. Accessories - $2,500

4. Website - $1,500

5. Social Media Promotion - $1,000

Total Cost: $32,500

Bike's Finished Value : $35,000 (appraisal value by custom vehicle reseller)

We worked with a local Harley Dealership to obtain a CVO Softtail and used a custom shop near our offices to design and finish the bike. We used social media to share the build as did Harley Davidson, local dealership, and industry media groups.

The next step was a ride across the USA that allowed friends and customers to join in segments, or the entire ride. We also allowed sponsorships by the mile to raise money for Special Operations Wounded Warriors (raised over $15,000). The tour made stops along the way at key dealers, distributors, landmarks, and the FLW Championship Tournament in Columbia, South Carolina. At each stop we had local newspapers and television stations cover our efforts. Additionally, industry media covered the promotional process.

The final stop was ICAST, the fishing industry trade show.

Results

What would have been a $30,000 ad in a crowded magazine with inability to measure its impacts was converted to an industry shaking promotion.

We created the story around American Pride, American Craftsmanship, American Products, and American Originals - Luck E Strike's new products. The reimagined $30k advertising spend yielded:

1. A net gain of $2,500

2. $15,000 contribution to Special Operations Wounded Warriors

3. Coverage on 4 local television shows

4. Coverage in 6 local newspapers

5. Coverage on Social Media - Harley Davidson Corporate, Local Dealership, True North Outfitters, Luck E Strike, media outlets

6. Product orders to support our Route Stops - $20,000

7. Over 2,500,000 media impressions