Arctic Cat, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Arctic Cat Inc. designs, engineers, manufactures and markets all-terrain vehicles and snowmobiles under the Arctic Cat brand name, as well as related parts, garments and accessories. The company is headquartered in Thief River Falls, MN.
|Main Telephone||(218) 681-8558|
|Main Fax||(218) 681-3162|
Arctic Cat, Inc. ContactsContacts (5/8)
|Christopher E.||Chief Financial Officer||MN|
Sample of Associated Brands
|Tracy C.||Vice President & General Manager - Global ATV||MN|
|Steven N.||Vice President & General Manager- Parts, Garments & Accessories||MN|
|Erik N.||Vice President, General Manager - Snowmobile & International Sales||MN|
|Kale W.||Marketing Communications Manager||MN|
|Arctic Cat ATVs||*|
|Arctic Cat, Inc.||******|
|Arctic Cat Snow Sleds||*|
|Arctic Cat Side by Sides||*|
|Arctic Cat Gear||*|
|****** *** ****||*********||AOR - creative, digital, media buying & planning||2002||present|
|****** *** ****||*********||AOR - creative, digital, media buying & planning||1989||present|
|****** *** **** ** *****||*********||AOR - creative, digital, media buying & planning||1989||present|
|****** *** **** *****||*********||AOR - creative, digital, media buying & planning||1989||present|
|****** ***, ***.||*********||AOR - creative, digital, media buying & planning||1982||present|
Who is the Chief Financial Officer of Arctic Cat, Inc.?
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Male Media Opps: Arctic Cat continues experiential, event investments amid increased marketing spend (Score 31)
Subject: print, digital, TV, events, experiential
Company: Arctic Cat, headquartered in Thief River Falls, Minn., manufactures and markets all-terrain vehicles (ATVs) and snowmobiles, as well as related parts, garments and accessories.
Recently (Oct. 31 - Nov. 3), Arctic Cat presented the Arctic Cat UTV Experience at the SEMA Show in Las Vegas, which included the ability to ride along with a professional driver in a 2017 high-performance AC Wildcat X with RG Pro suspension. According to CMO Greg Williamson, this type of event marketing will continue, as AC looks to provide the "ultimate off-roading experiences" to current and potential customers.
During the SEMA Show, AC also hosted an autograph session with 30+ Wildcat SPEED accessories.
Therefore, look for continued investments in event, sponsorship and experiential marketing. The company has also increased digital, TV and promotional marketing activity this year, so sellers should look for dollars here, as well. In this week's Q2 earnings call, CEO Christopher Metz added that "wherever possible," AC is "living its brand" by providing experiential marketing for consumers.
Metz said AC is continuing to invest for growth and strategic initiatives include: pursing strategic partnerships, ramping up end user-focused new products, creating a brand marketing powerhouse and improving/expanding it dealer network. In fact, in October, AC announced it has renewed its partnership with the National FFA Organization and Metz mentioned two additional new partnerships signed during Q2 (he did not, however, disclose any more information about them).
Metz said these partnerships offer a cost-effective way to enter new adjacent markets, so look for AC to continue forging new partnerships into 2017. Sellers who can provide high ROI channels to reach these adjacent markets should also approach decision makers for possible revenue, but keep in mind that AC's marketing is generally targeted to outdoor sports enthusiasts, mainly men.
According to The List, PadillaCRT handles the company's PR.
Competitors: Polaris, Kawasaki, Honda, Yamaha, Suzuki and Bombardier, to name a few.
Media Spend: According to Kantar Media, Arctic Cat spent $2.9 million on measured media last year. Most of this was allocated to print ads ($1.04 million) and search ads ($1.1 million), but sellers should keep in mind that Kantar does not include sponsorship, experiential or social media dollars in this figure.
2016 spend has overwhelmingly been allocated to desktop ads (99%). Most of these were placed site direct (83%) or through Google AdX + AdSense (16%). Top ad destinations include: nhl.com, off-road.com (VerticalScope Inc), si.com (Sports Illustrated, Time Inc), foxnews.com and sherdog.com (Crave Online). Note that ads were weighted mostly to Q1 and spiked in February.
National TV Spend: ISpot reports that AC has spent $158,500 on national TV ads so far this year. As with digital spend, AC is not a huge spender, but is increasing buys steadily. To that point, TV spend for the same period 2015 was only $44,000. See charts for daily spend metrics and top targeted channels for 2016.
Sponsorships: AC is a title-sponsor of Tony Stewart’s All Star Circuit of Champions Sprint Car Series, among others.
Arctic Cat, Inc.
601 Brooks Ave. S
Thief River Falls, MN 56701
Chief Marketing Officer
Event Marketing Manager (since Jan. 2016)