MotorGuide® faced sagging sales and a competitor with a bigger pocketbook to regain its fair share of the trolling motor market.
Fishing is fun, but not when your equipment doesn’t work as you expect. Anglers told us what they wanted from a trolling motor. In short, they wanted a trolling motor that was rugged and dependable so they could fish all day without a break in the action. They wanted a quiet running motor that wouldn’t spook fish. And they wanted a motor that offered technology to keep them on fish no matter where they roam and in whatever conditions they fish. No big deal – right?
Well it didn’t happen overnight, but MotorGuide engineers got it right. The new MotorGuide Xi5 brought forth everything anglers told us they wanted. But like any consumer, there’s a healthy level of skepticism among serious fisherman – and lots of noise being made by our competitor about their latest gadgets and technology.
Just as the MotorGuide engineers invented the new Xi5 to be completely different, we needed to reset the voice of the MotorGuide brand. The overhaul began by creating an entirely new product nomenclature, logo, product badging and packaging. Next, we explored a wide range of strategic positioning concepts and those that rose to the top were put to the test.
Research with anglers revealed the positioning platforms that resonated most. We then applied the insights to create a compelling and integrated campaign of print, online and broadcast advertising, public relations, social media, local retailer/dealer advertising, sales and tradeshow support, promotions and more. We established credibility among the trade audience through the launch of Xi5 at the International Convention of Allied Sportsfishing Trades (ICAST) followed by a consumer campaign that broke through the clutter. We generated excitement among dealers and retailers and delivered the tools, promotions and other support they needed to make the sale. All for a budget that was a fraction of what the competitor spends enabling MotorGuide to optimize its media investment to gain share of voice.
The launch of Xi5 turned the tide of sagging sales for MotorGuide. The advertising and promotion campaign drove increased awareness and demand for MotorGuide and set the foundation for the successful launch of subsequent new motors and line extensions.