Push Pedal Pull
The strategic thought behind the branding and the quality of design truly gives Push Pedal Pull a competitive advantage.”
Push Pedal Pull's branding campaign wasn't driving traffic into their showrooms as desired. JamesDugan and client partnered to create and promote strong sales drivers while enhancing their brand.
In 2007, R.D. Rogers, Inc. dba Push Pedal Pull contacted JamesDugan to discuss opportunities to improve their sales and market share in their nine markets served (Tulsa, Norman, Edmond and Oklahoma City, OK, Omaha, NE, Des Moines and Cedar Rapids, IA, Sioux Falls, SD, Fargo, ND), both in retail and commercial sales. They were not getting desired results from their marketing firm of record at the time, and were looking to partner with a company that had a proven record of getting results. Push Pedal Pull’s annual budget for all locations is developed based on market conditions and sales goals.
After researching the fitness equipment industry, trends, consumer preferences and buying habits, JamesDugan realized that their previous strategy of consistent advertising throughout the year wasn’t an effective, cost efficient method for driving customers into their showrooms. The "know us before you need us” logic does have merit for this product category, but their budget didn’t support a media strategy that achieved the necessary GRPs over time.
JamesDugan worked with the client to confirm the highest sales opportunity periods throughout the year, and developed a "sales driver” strategy to "blitz” the markets to coincide with best time periods. JamesDugan created a number of television commercials featuring strong price/item themes and a sense of urgency to buy. The sales events were supported with in-store merchandising and online promotion. JamesDugan also updated client’s brand and incorporated the new branding into all touch points, from brochures to vehicle graphics.
Push Pedal Pull continues to employ this strategy and is now able to commit budget for these sales events as well as more consistent exposure.