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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
Primary Address
601 Brooks Avenue, South
Thief River Falls, MN 56701-2735
USA

Arctic Cat, Inc. Contacts

Contacts (5/8)
Name Title State
Christopher E. Chief Financial Officer MN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (218) 681-8558
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 601 Brooks Avenue, South
Thief River Falls, MN
56701-2735
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Arctic Cat ATVs *
Arctic Cat, Inc. ******
Arctic Cat Snow Sleds *
Arctic Cat Side by Sides *
Arctic Cat Gear *

Agency Relationships


Brand Agency Service From To
****** *** **** ********* 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

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WinmoEdge

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.

Opportunity: We have told you in the past about Arctic Cat’s pronouncement that fiscal 2016 would be a year of rebuilding and repositioning (fiscal 2016 ended March 31). This included naming its 

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.

Additional Information

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. 

Digital Breakdown: AC is not a huge digital spender, per

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
(218) 681-8558

Greg Williamson 
Chief Marketing Officer
(218) 681-8558
gwilliamson@arcticcatinc.com

Jason Craigen 
Event Marketing Manager (since Jan. 2016)
(218) 681-8558
jcraigen@arcticcatinc.com