case study

Minn Kota: Pushing All The Right Buttons For Marketing Success

It’s not often that an innovation comes along that will completely revolutionize a product category such as trolling motors...that will change the way a person fishes... an innovation that makes fishing as easy as 1-2-3. When it does, it’s certainly worth blowing your horn about. That’s the story behind the Minn Kota Genesis trolling motor—a push-button breakthrough that literally takes all the work out of maneuvering your boat.

Introducing and bringing the “push-button ease” message to the public was the challenge given to Swanson Russell by the Wisconsin-based company. In addition, we were directed to create a bold, in-your-face look for the campaign which would be as different and distinctive as the motor itself.

Boiling It Down To Its Simplest Form

The engineers at Minn Kota knew they were on to something big with their new Genesis motor. Unlike any of its predecessors, this motor featured the industry’s only fully automatic performance from start to finish.

Sophisticated engineering and state-of-the-art technology resulted in the ultimate in simplicity. A push of a button automatically lowers the motor into the water. Another push automatically trims the motor to the desired depth. Another push and the motor returns to its stowed position. Once in the water, a push of a button activates the AutoPilot™ automatic steering system, finite adjustments in steering and speed are also just a button or knob away, all located on an ergonomically-designed heel/toe foot pedal. Genesis is truly the first fully automatic trolling motor ever to hit the water.

Employing a philosophy of selling the convenience benefits over the specific features (sell the sizzle, not the steak), Swanson Russell developed the theme, “Push a button. Catch a fish.” for the Genesis launch campaign. The push-button convenience of Genesis essentially makes fishing that easy. No more fighting with your motor. No more getting on your hands and knees to make adjustments. No more having to stop fishing to maneuver your boat. With Genesis, you push a button and you’re fishing. It’s as simple—and as fast—as that.

Multi-Media Approach Casts Wide Net

The Genesis launch campaign consisted of a multi-media approach, including national and regional trade and consumer print advertising that carried the theme, “Push a button. Catch a fish. (Now that’s progress).” Beyond highlighting the convenience and features of Genesis, the ad included a special toll-free telephone number, which offered callers a free, 4-color Genesis brochure.

A dramatic, direct response television spot was also developed which aired on selected fishing programming on TNN Outdoors and ESPN. The spot incorporated special camera and production techniques to over-dramatize the convenience features of Genesis. A distinctive, original music score and a female voice-over was employed to command viewer attention. The special toll-free telephone number was included throughout the spot directing viewers to call for a free Genesis brochure.

The brochure positioned Genesis as the world’s most advanced trolling motor and highlighted the push-button convenience and ease of use. In keeping with the innovative position of Genesis, dramatic underwater and fish-eye photography was used to create bold perspectives for the motor. The brochure, in a special Genesis “Push a Button” envelope, was sent free to anyone who responded via the print advertising or television campaign.

Pressing The Press For Editorial Coverage

With the revolutionary nature of Genesis, there was certainly a major opportunity for additional publicity and PR, via the fishing and boating press. To gain as much editorial interest and coverage as possible, Swanson Russell organized two important events to introduce Genesis to key editors and writers.

First, we conducted a by-invitation press conference for 50 writers and editors in conjunction with the 1999 ICAST Convention in Chicago. Press attendees were treated to a buffet lunch, followed by the unveiling of Genesis and an accompanying video. Complete information was provided to each writer or editor via a special Genesis press kit.

In March of 2000, Swanson Russell and Minn Kota conducted its first Writer’s Conference at the Bienville Plantation in White Springs, Florida. Selected writers were invited to a special two-day event in which they were briefed about Genesis, given on-the-water demonstrations and a chance to discover the push-button ease for themselves. The writers were able to see first-hand the convenience benefits of Genesis while enjoying some tremendous fishing at the exclusive lodge setting.

A Measure Of Success Every Step Of The Way

The Genesis launch campaign was an unqualified success on every front. The motor has been firmly positioned as the most advanced trolling motor ever to hit the water. The consumer, trade and editorial audiences understand and appreciate the “push-button convenience” of Genesis. It has been the subject of numerous articles and profiles in major fishing publications. And to date, more than 4000 product informational brochures have been requested as a result of the media advertising. In short, the “push-button” Genesis campaign was also an example of pushing all the right buttons for marketing success.