How On Ideas Helped Predator Group Add Poison to the Mix
Predator Cues, internationally renowned manufacturer of high-end pool cues and flagship company of the Predator Group, makes technologically advanced cues for professional players and price-no-object aficionados. To expand marketplace reach, the company developed a concept for a lower-priced brand, targeting a more youthful audience of casual and league players. As the lead agency for the Predator brand, On Ideas was charged with creating the public face of this edgy new brand: Poison.
The new brand’s personality was defined by its product; cutting-edge contemporary designs tailored to different playing styles and attitudes. So as the first step in brand development, research was conducted to determine the level of connectivity the new Poison brand would have with the Predator “mothership.” This information would soon prove vital to the success of both brands.
On Ideas conducted focus groups with the target audiences of both lines. Findings led us to conclude that the new brand should be self-supporting, not directly associated with Predator. Next, we worked to create a strong and uncommon brand DNA for Poison that would emotionally connect with our target player.
A B2B teaser campaign was created and synched with the brand’s official launch at the billiard industry’s largest annual trade show. This maiden effort succeeded in driving significant traffic to the Poison booth, which On Ideas designed, on a grand scale, to reflect the teasers.
Immediately building on this early success, introductory consumer advertising was launched which in turn drove high-volume traffic to the new Poison website and its attending Sweepstakes, all touch-points developed by On Ideas.
Poison, still in its infancy, has increased The Predator Group’s annual sales by over 50 percent. The tradeshow launch was an immense success – generating worldwide orders from hundreds of influential dealers. The direct mail teaser campaign, coupled with the tradeshow booth, made this new kid-on-the-block the talk-of-the-town. Our viral “Taste of Poison Sweepstakes” established the brand’s irreverent, interactive attitude online and gathered thousands of contacts for Poison’s database. Website traffic increases daily, and the catalog we created required reprints within just a month of its original printing.
Off to a strong start, Poison is poised for greatness and is already proving to be an exciting and lucrative venture for the company. And that’s about as non-toxic as any business gets.
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