Introduce a new marine electronics brand into North America, the largest recreational market in the world. A mature market with slow growth, the segment was dominated by well-entrenched and established competitors.
A ‘to-market strategy’ designed to quickly lift company awareness, brand awareness and purchase consideration to competitive levels.
Developed and implemented a mass awareness strategy with a strong focus on public relations, and supported with targeted end-user advertising and a designed website. Designed sales-focused marketing activities with powerful branding elements. Program included end-user trade shows, channel sales programs, end-user promotional programs and collateral.
As measured by two industry-focused organizations, within two years, aided awareness was over 40% and higher than the majority of the competition. To-market approach is considered the model for marine electronics. Media coverage exceeded one article per day on average within 2 years.