Exmark Sponsors Fishing
Professional-grade mowing equipment company joins with pro angler.
- By: Fly Rod and Reel
Building upon the significant momentum created by its inaugural 2008 “Mow Less. Fish and Hunt More.” consumer marketing campaign, Exmark’s 2009 strategy will be expanded, namely through sponsorship and endorsement partnerships with outdoor legends Hank Parker and Bill Jordan. Exmark is a leading manufacturer of mid-mount zero-turn mowers.
Parker, a two-time Bassmaster® Classic champion, hosts the hugely popular Hank Parker’s Outdoor Magazine television series airing on Versus. Jordan, a pioneer in camouflage development and technology, is President and Founder of Realtree®, and also hosts Realtree Outdoors airing on the Outdoor Channel. Exmark commercials and “Time-Saver Tip” editorial vignettes will appear on both shows during the first and second quarters of 2009, reaching a combined household audience of 11,500,000.
“When considering companies and people to align the Exmark brand with, it was easy for us to determine that Bill Jordan and Hank Parker were the best fits for our brand,” says John Cloutier, Sr. Marketing Manager at Exmark. “From a distance we understood Bill and Hank’s popularity, credibility and overall image. It was when we personally met both men and witnessesed how they interacted with our channel partners that we realized we could achieve great things together. Each has achieved their successful positions the right way: through hard work and integrity. We could not be more excited and honored to be working with these two industry icons and, more importantly, good people.”
“We were confident the Exmark partnership made great sense from a sheer marketing perspective,” states Hank Parker. “I was blown away with the quality of Exmark’s mowers from the moment I sat on one. I’ve used many consumer-grade zero-turns in the past, but had no idea an Exmark could be so much further ahead of competitive brands. It was immediately apparent to me that Exmarks are well thought out by professionals, extremely easy to use and incredibly well built. I’m very excited to be showcasing such a high-quality brand on Hank Parker’s Outdoor Magazine.”
Exmark will also build upon the 30 fishing, hunting and boating consumer shows and tournaments the company attended in 2008 with an expanded and enhanced field marketing initiative. The 2009 Exmark Outdoor Tour, sponsored by Kawasaki Motors Corp. U.S.A. and attending 43 events, is an interactive road show designed to excite, educate and motivate nearly 1,400,000 outdoor enthusiasts to purchase Exmark and Kawasaki products. On site, attendees will be treated to printed and video product education, hands-on product interaction with sales representatives, no-cost sweepstakes entry opportunities, goodie bags containing sponsor premiums and take-home literature, and the Exmark Arcade, featuring popular hunting and fishing video games. The Tour will also garner an additional 1,000,000 roadside impressions as it canvasses the eastern United States from January through October.