Whistler Corporation Rolls Out Brand Building Ad Campaign and Merchandising Program
5 January 1998
Whistler Corporation Rolls Out Brand Building Ad Campaign and Merchandising Program
Category Management Initiatives Enforce New Corporate Direction
Please Visit Whistler's Booth #17927 at The International CES 1998
January 8 - 11, 1998 Sands Expo Las Vegas, Nevada
CHELMSFORD, Mass., Jan. 5 -- Whistler Corporation, the
privately-held maker of automotive, home and business products that keep
consumers in touch, in comfort and in control, today announced the roll out of
a new advertising campaign and merchandising program. Both of these
initiatives are designed to build Whistler's brand recognition and awareness
and to increase point-of-purchase sales.
The advertising program which began in September 1997 and will run through
June 1998 is a combination of spreads and single page ads that highlight
Whistler's product line extensions into mobile convenience, safety and
detection segments. Whistler's corporate focus on enhanced driving tools
broadens its consumer relevance beyond its tradition male auto enthusiasts
audience. The placements of these ads in mainstream consumer publications
communicates Whistler's message to its new customer base. Full page ads run
in the following magazines: Car & Driver, Road & Track, Truckers News, Road
King, Rolling Stone and its Buyer's Guide, Men's Journal and its Buyer's
Guide, Men's Health, Sports Illustrated and Shape.
The campaign is valued at two million dollars and will deliver over
150 million consumer impressions. It is designed to produce strong brand
recognition and to significantly expand its customer base to focus on main
stream consumers including women, families, seniors and business
professionals.
"The ad tested very well for all our target audiences," said Karen
McVeigh, Director of Corporate Marketing for Whistler. "We have already seen
a drastic increase in calls into our 800 number and a jump in new product
sales."
The Merchandising Program addresses the variety of environments in which
Whistler products are displayed. A thorough investigation into different
merchandising scenarios resulted in the development of a comprehensive program
to fit any retailing circumstance. The merchandising offerings include free-
standing displays, as well as countertop, under glass and wall displays. Each
scenario is designed to accommodate a wide variety of Whistler products.
In addition, in order to assure that Whistler's brand image is maintained and
consistent across platforms, the corporation developed a variety of
"planograms" using a category management approach to aid retailers. The
planograms are designed to facilitate Whistler's goal to become the single
source for a new consumer category, "enhanced driving tools."
"The planograms are a powerful tool to drive both brand recognition and
product sales. They are easy to understand and detail just about every
scenario a retailer may encounter," said Karen McVeigh. "We've addressed
every point-of-purchase situation which makes it easier for the retailer to
carry our products, and easier for the customer to recognize and identify our
brand."
Whistler's category management merchandising campaign is designed to
achieve an increase in return on investment and build profits by cross-
merchandising. This approach also helps retailers effectively manage changing
buying patterns, improve profitability and reduce inventories.
About Whistler
Headquartered in Chelmsford, MA, Whistler companies design, manufacture
and market a variety of automotive, home and business products that keep
consumers in touch, in comfort and in control. Whistler's innovative products
provide consumer safety, security and convenience.
SOURCE Whistler Corporation