7.15.08
ADventure Advertising LLC
Collateral: Proposed Booklet #’s & Configurations
Housing:
Watertight Map Casing
Piece I:
The Planning of an Adventure (Intro & About Us)
Multi-Media Competencies
To include testimonials / passion statements
Piece II:
S2 Mobile Marketing [Sustainable & Smart]
Piece III:
Case Studies [North compass cover] In Process
Piece IV:
Photo Gallery includes Objets de Desir Copy Complete
Piece V:
Design Aspect Attached – to Mamie, cc exec. team
________________________________________________________________________
Key:
highlighted
Blue
For discussion, question for team etc.
Collateral piece delineation and directional headings
(not for use in copy)
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Piece I:
The Planning of an Adventure (Intro & About Us)
Multi-Media Competencies
The Planning of An ADventure - Copy
Meet us at the crossroads where Americana and the outdoors reside, and get ready to roll.
Go West, Young Brand
You’re willing to meet your markets at the outdoor industry’s $30 billion-plus pass and
take the trip together. But are you prepared?
ADventure Advertising LLC knows what it’s like to be hooked on the outdoors –both in
business and life. And, we know how to navigate this diverse market’s backcountry with
strategic, inarguably creative direction.
Our team is the outdoor enthusiast. Individually, our talent pool lives for what lays
beyond the pavement: We run, bike, fish, hunt and pursue activities reflective of those
with whom you wish to do business. We are diverse, yet singular in our devotion to
excellence in both delivery and outcomes. And, our results prove it.
Our Own Unique Road Trip
Our own journey includes the birth and build of an award-winning national magazine,
Hooked on the Outdoors, and its associated mobile marketing platforms that informed,
entertained and persuaded more than three million to jump on board with our clients and
their family of brands.
Clients of the caliber of Shimano, Navico and Exmark have found us to be an invaluable
asset as they confirm existing brand equity or align towards its creation. Included in this
package, you will find classic case studies; test our mettle and examine our results.
Who are They?
Seekers. The contemporary outdoor enthusiast is passionate, born of an individual nature
yet with a decidedly social twist. They are seekers of experiences. No matter the
adventure, there is still an ache for communal connection even while hitting the woods,
or the waters, in search of one’s keep. Together, these modern day adventurers travel
much as outdoorsmen have for decades be it riding the rim rock, with rifle resting against
pommel, or slicing through silent waters in search of a gilled legend.
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With a full eighty percent of Americans now living in or close to cities, both the urban
bricks-and-mortar and associated Internet presence are a conduit for the those seeking the
lure of the wild outdoors from the convenience of their community.
There is a contemporary drive for a return to that which is organic and tangible. Outdoor
apparel and gear industry leader REI is finding that consumers’ expectations are,
increasingly, formed at retailers such as Banana Republic or Whole Foods. This is an
amazing case for the cross-pollination between what, at first, seem disparate market
segments. These days, though, the suburban lawn jockey is more strongly than ever,
heeding the call to outdoor adventure.
Numbers Do Tell
Among 16 sports and recreation activities with more than 20 million participants, power
boating had the highest rate of growth in 2006, up 6.2 percent to 29.3 million boaters,
according to the new Sports Participation studies published annual by the National
Sporting Goods Association. A second high growth area, is camping, up 5.7 percent to
48.6 million participants, followed closely by hiking.
Recreation represents substantial investment, as also represented by the $3.5 billion spent
for employee recreation alone by private industry. The evidence suggests that recreation
benefits the productivity of businesses and other employers by providing a training
ground for the development and sharpening of physical and mental skills.
Buyers & How to Reach Them
Research illustrates that 20 percent of this outdoor cluster is spending 80 percent of the
money. Reach these informal, in-the-fields, leaders and you will harness those who seek
to identify with them.
How do you touch a consumer at that level? It isn’t easy, and certainly not simple, but it
can be done – and with authenticity that the consumer cannot refute. You create desire –
objects de desir, to put in poetically. Our team, using strong, quantified analytics,
multiple platforms and modalities, is attuned to taking your consumers toward that place
of satisfied emotion.
What is authenticity? Look beyond the billboards and today’s buzzword, true authenticity
is best recognized through action – through accountability and results. Accountability
means to recognize errors and oversights, and recommit to excellence. This is an area in
which we excel. Performance is about focus, commitment and the humility to work in
concert with those who seek the same. That’s who we are.
To move the consumer beyond emotion to action, ADventure Advertising provides
collaborative, cohesive and brand-consistent strategies ranging from word-of-mouth,
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grass roots moments to the latest in marketing tactic design. We in inhabit their world
ourselves; therefore, we share in that desire.
Remember those 80 percent? Millennial or Boomer –young or aged – their emotional
intersection is the same, the simple joy of breathing in their perception of nature. We help
you meet their reality. Your customers seek your offerings to fulfill that same need. If we
are involved, they most certainly will be too.
Multi-Media Competencies
Web & Internet Services
According to budget and need, we can create custom designed solutions that will exceed
expectations.
Using industry best practices, we can optimize your site, portal or social networking
platform; we understand and are intelligent in the game of search engine visibility.
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Custom & Semi-Custom Web-Based Applications
Secure Hosting (Guaranteed 99.9% up-time)
Search Marketing Services
Email Marketing
Database Procurement, Management & Execution
Research & Strategy
Before you enter the woods or the wake in search of adventure, it’s the preparation for
the moments ahead they make all the difference. It’s the same with your brand.
Quantifiable and accurate research is the foundation of your programming for future
success. As such, we take R&D very seriously.
To help us, help you, and negotiate the lay of land going in, we employ the technique(s)
that are appropriate for your goals. Among these: focus interviews - both individually and
in groups; survey design, bench-marking, post-tactic analytics, online property/strategy
analysis, existing market presence codification etc.
Design
Be it ad design, Web site aesthetics, packaging or promotional products, the design of
each speaks as loudly as the words that grace their shells. We know that visceral response
is connected to the visual. And, extracting emotion at the deepest, subliminal level
encourages your consumer to move on their purchases. Allow us to share with you our
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belief in the magic of tangibly manufacturing your vision. Our award-winning tenure in
the magazine and catalog publishing industry will serve you well.
Communication Strategies
The eye meets image and the brain reacts. Fortify the intended response through words
and their targeted dissemination. We craft our messages with as much research, attention
and thoroughness as that which we place on each of your other program components.
Then, we disseminate them strategically and with foresight.
Mobile Marketing
Piece II Mobile Marketing [if this is to be used as a separate printed piece versus
DVD]
Creating a lasting impression. Leaving them with thoughts of you later. That’s what we
mean by desire. Mobile marketing, in your consumers’ own habitat, is the best and most
profitable, grassroots way to drive traffic toward your offerings and profit into a
division’s pocket.
Allow us to take your message to the street!
And, we know our mobile. ADventure Advertising has successfully executed many
hundreds of successful, sustainable consumer and trade events reaching millions of
buyers-to-be. Please see the enclosed DVD illustrating the ways in which we’ve met
these consumers and brought them to our clients’ door.
Photography
Successful imagery is about more than the lens. Our photography team takes your
products and extends them beyond mere visuals –and into a vision. Great images arouse
desire and, ultimately, motivate; our thoughtfully concepted photography inspires one to
reach for the other.
About Us
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Hooked on the Outdoors – Genesis and Metamorphosis story here
Staff Passion Statements Need additional staff commentary for work up.
To include side bar photos – individual at play – group shot(s)?
Jeff Espy, Founding Partner, Fish Chaser & Marathon Madman
“First and foremost, I was born a die-hard fisherman.”
Jeff has lived the outdoor lifestyle since childhood. What started predominantly as a love
for fishing, hiking and camping with his father has evolved into a passion for running
marathons, mountain biking and paddling with family and friends. Jeff no longer fishes
the tournament scene, but does continue to chase anything that swims –saltwater,
conventional or fly.
Jeff takes that same innate drive, for the catch, into his work securing quantitative
excellence for his clients. “Waking up and coming to work every day is an absolute joy
for me. It's awesome to create marketing solutions for leaders in the outdoor industry, as
their products are central to my lifestyle and passion.”
Jeff is a 1992 graduate of Georgia Tech, and is happily married with two children: Ben,
age 7 and Marina, age 4.
Additional Staff Profiles Here
Piece III Case Studies
About Exmark Manufacturing
Exmark Manufacturing was incorporated in May 1982 as an independent manufacturer of professional turf
care equipment. Today, it is the leading manufacturer of commercial mowers for the landscape professional.
The company began its manufacturing operation with seven employees in a garage-type building located
just south of Beatrice, Nebraska. In 1983, the company relocated to its present location in the Gage County
Industrial Park in Beatrice.
Initially, the company focused on the manufacturing of a line of mid-size walk behind mowers and turf rakes,
and later the product line was expanded to include commercial riding mowers. In 1995, Exmark introduced
the Lazer Z, a mid-mount zero-turn riding mower that was quickly accepted by professional turf care
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contractors as a state-of-the-art machine. Today, this zero-turn product holds the leading market share in its
category in the United States.
Exmark became a division of The Toro Company in 1997 with corporate headquarters in Bloomington,
Minnesota. The added resources of The Toro Company help to assure Exmark's continued growth and
market leadership.
Throughout its history, Exmark has focused on two main goals: To design and build quality products that
meet customer's expectations and to create a work environment that makes it possible to attract and retain
employees. Exmark strives to meet the changing needs of its employees through its "Preferred Employer"
efforts. A variety of activities and programs are in place.
The Adventure Proposition
I. Goal: To increase Exmark market share while respecting an existing divisional
market presence equating collaborative, enhanced organizational ROI.
II.
Mapping out the Topography
Using the most recent in survey research, from multiple credible industry sources
including Exmark’s internal findings, as well as our own survey design, we
determined a few key factors:
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On average, anglers spent 16 days in pursuit of their catch, spending
individually approximately $1,046 on their sport. This translates into
$14.7 billion in fishing trips and $17 billion tackle.
13 million hunters entered the wilderness on average 17.5 days per year,
taking about 15 trips and spending a total of $20.6 billion on huntingrelated necessities.
These constituents tend to live outside the metro area and own larger
properties with significant lawns to maintain; 47% had 10-plus years of
landscape experience.
This group views time outdoors, and its associated work and recreation
time, as sacred and of great value.
Mow Less. Fish & Hunt More!
Adventure Advertising proposed a multi-pronged platform designed to reinforce the
brand message that by using an Exmark mower, time spent on the landscape would be
lessened and more time to pursue would result.
The program, based on the fluctuations of the targeted constituents’ lifestyles, included
the following:
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Regionally delineated mobile marketing tour, held at the ‘hot’ events throughout
the season as ranked by constituent attendance.
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A Web site presence including a dedicated page specifically addressing a
consumer purchase incentive program and sweepstakes
National public relations push
National television media placement
Industry collaborative relationship-building between brands
Lodge Program
Local market presence via targeted media buys in specialized publications and
broadcast reflective of this demographics’ lifestyle and interests.
Communication strategies that position Exmark’s offerings as the first-choice
including celebrity endorsements by key figures.
[visuals supporting all modalities above]
How Many More Fish Did They Catch?
Well, we can’t tell you the answer to that, but what we can say is that our program
generated in excess of 45,000,000 gross consumer impressions –and this is a conservative
figure. What was its rate of return for our client? [ROI figures, success rate here]
Carolina Skiff Copy Attached
Piece IV Photo Gallery
Complete?
Piece V Design Aspect
To Mamie – 7.15.08
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