Innovation, style and unparalleled quality earned MasterCraft a leadership position for nearly 40 years. They partnered with us to bring new energy, strategy and perspective to the brand and activate it for the changing market.
While MasterCraft's commitment to quality and innovation hadn't wavered, a perfect storm of a rocky economy, me-too competitors and shifting audience values was building. The MasterCraft brand needed to retool and reinforce brand loyalty, resonate with a new generation and defend its best-in-class position.
Each MasterCraft is meticulously designed and hand built to be the best experience on the water. But instead of highlighting the experience, messaging had been focused on product features, speeds and feeds; drowning customers in specifications.
We started by clarifying the core tenets, defining their brand promise and establishing their target consumers. A brand platform, creative strategy and communications plan were designed to cut through the clutter and stake their claim.
In four years, there has been a shift from dealers sitting on inventory to boats selling out on pre-order. Demand has outgrown supply even after adding a factory production shift.
“We appreciate what you guys do…it’s been unbelievable this year. Sales were up almost 30% year over year at retail; web traffic is off the hook; leads are off the hook. I attribute a lot of that to being able to communicate the brand promise very effectively, and obviously that takes the partnership that we have.”
- Jay Povlin - Vice President, Sales & Marketing