Approach
Trying to gain ground in high-end specialty retail stores and widespread appeal in mass-market chains, Horizon underwent Brand Advantage Testing—performing extensive interviews with retailers, consumers and target audiences in an effort to uncover Horizon’s unique selling position.
Solution
Using proprietary Brand Advantage Testing™ (BAT™) with target audiences and phone interviews with retailers, HDC created a brand platform that could move the brand forward. In doing so, we uncovered an opportunity to own "ergonomic," "comfortable" and "durable / high quality" for the Horizon brand, which lead to:
- Creation of a new tagline—"Designed for life™"—to captured these attributes
- Development of distinct visual and verbal programs
HDC created a powerful brand platform to give Horizon an identity tailored to their strength in each retail market. Using separate designs, visuals, marketing materials and campaigns, even a new tagline, gave Horizon a powerful leg up on competitors.
As Horizon Fitness saw success selling products online to consumers, they wanted to continue their growth through affiliate marketing, pay-per-click advertising (PPC) and provide additional e-commerce analysis. HDC conducted the analysis and developed recommendations Horizon used to implement the program and drive more sales. The PPC advertising strategy was developed by HDC to support the SEO strategy that was already implemented and showing success. Although the PPC campaigns are being executed by HDC, each month HDC works collaboratively with Horizon to monitor and adjust campaigns while taking into account the overall e-commerce performance.
For almost a decade, HDC had provided these services to Horizon:
Branding
- Research
- Website development and design
- Design: logo, identity, etc.
- Catalog development
- Dealer & sales training
- Video production
- Product styling / Packaging concepts
- Store and POP ideation and design
- Tradeshow support
- Photography / Retouching
- SEM / SEO
- E-marketing services
- E-commerce
- Social media
Results
Since the brand’s introduction, sales of Horizon products have already doubled and projections show sales should double again in the next year, accomplishing:
- Clear differentiation by channel and competitive brands
- Clear communication to both retailers and consumers
- Empowered sales force
- Growth exceeding initial plans
"Hanson Dodge has delivered outstanding creative and has been a tremendously proactive partner, a real advocate for the Horizon brand from day one. Their dedication and passion for the work has been integral to our phenomenal sales growth and new customer acquisitions."
— Mike Olson, Manager of Product & Marketing, Horizon Fitness