PORTFOLIO | ARROW LOCK

REVIVING THE BRAND

Reviving the brand - Medeco took over management of Arrow Lock Company in 2006. The position of Brand Manager was created to restructure Arrows primary channel and rebuild the reputation of the brand. Within 12 months we turned around the brand and showed positive growth over prior year.

THE LOCKSMITH STRATEGY

An aggressive ad campaign began in 01.07 focused on engaging the locksmith loyalty toward Arrow. A variety of high profile cover advertisements were run offering FREE items such as: Leads, Try Me Products Websites and Promotional Materials. For dealers to receive these items all that was required was online registration.

Within 12 months Arrow had generated a lead list of 10% of the target market and now had a direct channel of communication, even in an indirect business model. As of 11.10 this lead list continues to grow and is currently at 18% of the target market.

PRODUCT STRATEGY

Based on a variety of legacy products, a new product matrix was established in 7.07. The goal of the matrix was to create a good, better, best lineup for the products; while also providing a visual product roadmap of areas ready for expansion.

It was a combination of these activities that helped establish a place for Arrow within our new target market, the locksmith channel.

  • Cover Advertising

    A cover tip has been used in various issues of the Locksmith Ledger and End User Publications to promote the Revolution and generate leads.

  • End User Website

    ArrowRevolution.com was designed as an end user website with interactive product information and the ability to purchase online or locally.

  • Social Media

    Video's such as the Revolution Durability Video were promoted on YouTube through all available social media outlets. The YouTube Channel received over 55,000 unique visitors in two months.

  • Dealer Launch Kit

    A Dealer launch kit was created and sent out to dealers that included: a Mounted Revolution sample, literature, POP display, price list, counter mat and other items.

  • Communication Support

    Monthly follow-up is conducted with the locksmith dealers through channels such as social media, e-newsletters and TeleSales.

  • Videos

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