M\S Database Marketing Maps a New Course With Isuzu and Reebok Product Partnership
11 April 2000
M\S Database Marketing Maps a New Course With Isuzu and Reebok Product Partnership
LOS ANGELES--April 10, 2000--In a first for automotive marketing, American Isuzu Motors, steered by innovative Los Angeles-based M\S Database Marketing, is launching its newest brand -- the 2000 Ironman Sport Utility Vehicle -- through a joint product promotion with footwear and apparel manufacturer Reebok International Ltd.Advanced database research done by M\S Database Marketing revealed that Isuzu and Reebok have similar target audiences and markets, explained Robert McKim, CEO of M\S Database Marketing.
"The new 2000 Ironman is designed to meet the lifestyle of the rugged outdoor enthusiast, who has probably participated in the Ironman Triathlon in Hawaii," said McKim. "We wanted to be different and aggressive in our approach to this new brand's launch, so we identified running shoes as a product partner.
"Reebok's customer profile is remarkably similar to that of Isuzu SUV owners," said McKim. "Both enjoy the outdoors and are very competitive and active."
The joint promotion is designed to enhance and support each brand on a national scale. The campaign uses little mass advertising. Instead, it looks to the future and customer-focused marketing by relying on two tightly targeted strategies.
1. A direct-mail campaign pinpointed to only those drivers who
are most likely to purchase the new Ironman.
2. In-store promotions at 600 nationwide Athlete's Foot retail
stores showcasing the Reebok Boston Road DMX and Circle DMX
running product, and the Isuzu Ironman.
The campaign kicks off in April. Direct-mail prospects receive a standard-issue Reebok shoe box -- "right out of the store," said McKim. Inside is a letter, brochure and a test-drive offer. For every Isuzu Ironman SUV test drive taken, the participant receives a free pair of Reebok footwear. Inside the Athlete's Foot stores, every customer who tries on the featured Reebok product enters a sweepstakes contest.
The grand prize is an Isuzu Ironman SUV.
Second-tier prizes include a trip for two to the 2000 Ironman competition in Hawaii and high-end mountain bikes. The customers' chances of winning multiply by five when they purchase the designated Reebok product.
National advertising is limited to a full page in USA Today and Men's Fitness, Shape and Muscle & Fitness magazines. It announces the consumer sweepstakes promotion and highlights the new Ironman vehicle and Reebok's Boston Road DMX and Circle DMX footwear.
The in-store creative (point-of-purchase materials, window displays and shelf talkers) looks similar to the Ironman direct-mail pieces. Given the results of M\S Database Marketing's launch of American Isuzu Motors 1999 VehiCROSS SUV, Isuzu and Reebok are optimistic about their partnership.
"The results as of today indicate that this will be a strong retail promotion," said David Hubbard, Executive Manager of Brand Development at American Isuzu Motors.
M/S Database Marketing is a leading-edge database marketing firm with headquarters in Los Angeles. Robert McKim can be contacted at M\S Database Marketing at www.msdbm.com or 10866 Wilshire Blvd., Suite 370, Los Angeles, CA 90024. Phone 310/208-2024 or fax 310/208-5681.
Reebok International Ltd., with headquarters in Stoughton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. Principal operating units include the Reebok Division, the Rockport Company, Greg Norman and Ralph Lauren/Polo Sport/Footwear. Sales for 1999 totaled approximately $2.9 billion.