Several months ago we decided to take on an appeal client that manufactures a high end line of emergency gear that is traditionally called bug out bags by their customers. We were hesitant at first to take on a client like this because we have never dealt with a customer base like this. Most of our current clients focus on customers with large amounts of discretionary income and want to impress their peers with the quality of their apparel.
The survival backpack industry is nothing like this. In fact, it’s the complete opposite. The average consumer isn’t concerned at all with what his peers think. As strange as it sounds, all this consumer is concerned with is out living his peers in the event of a dooms day scenario. To appeal to these types of consumers, we decided to go with more aggressive colors and wording in the marketing efforts.
Camouflage, black, and orange were the primary colors we chose to highlight the bug out bags that the client’s markets to consumers. These colors are consequently also found in some of their peripherals like 72 hour emergency survival packing lists and dooms day planning documents.
Although some of these accessories make money for the company, they really wanted to focus on attracting the younger generation with idea that the end of time could happen any day. We came up with a slogan for the marketing campaign of “Be prepared, Stay prepared.” This associates the ideas that surviving is not always based on raw skills. It is also based on the readiness and willingness to prepare for an emergency situation.
We targeted millennials by comparing their current lives with that of the people groups in the world war 2 era. Many of these people were not ready for what happened to them by their own government. This makes the idea seem less like some kind of science fiction movie and more like a real life event that could happen to them in the future. We have also talked with notable survival experts to give summer training camps for teens who have no former skills in the outdoors. We think showing kids that the outdoors can be fun and full of adventure will also attract them to the products.
The main marketing concept with selling tactical disaster relief bags and other survival gear is to stay in front of your target market. We researched where these consumers shop and what they like to do in their free time. This allowed us to virtually follow them with subtle but persistent ad campaigns that have already started to drive the point home that anything is possible in this day and age. If you aren’t prepared for the future, it will leave you behind.
After the first few months of our strategic and targeted campaign, we have seen and increase in bugout bag purchases in the first quarter. We can also projected the company will increase sales by another 15 percent in the next quarter. This is yet another one of our successful case studies showing our marketing efforts have worked. Contact us if you would like more information about how we can help your business, agency, or company.