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Johnson Outdoors, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Johnson Outdoors, Inc. produces a variety of outdoor recreational products such as watercraft, diving equipment, compasses & navigational products, and outdoor clothing for consumers throughout the world. The company is headquartered in Racine, WI.

Main Telephone (607) 779-2200
Main Fax (607) 779-2293
Primary Address
625 Conklin Road
Binghamton, NY 13903

Johnson Outdoors, Inc. Contacts

Contacts (5/10)
Name Title State
Helen J. Chairman & Chief Executive Officer WI
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (262) 631-6600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 625 Conklin Road
Binghamton, NY

William K. Group Vice President NY
Patricia P. Vice President, Marketing Services & Global Communications WI
Cynthia G. Vice President, Worldwide Communications WI
Jeff D. Brand Director - Hummingbird & Cannon WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Carlisle *
Extrasport *
Minn Kota ******
Necky Kayaks *
Ocean Kayak *

Agency Relationships

Brand Agency Service From To
*********** ******* ******* ********** creative 2004 present
******* ********, ***. ******* ******* ********** creative 2004 present
******* ********, ***. ***** ************** Public Relations 2017

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Digital, Print Opps: Johnson Outdoors to employ higher level marketing

Subject: traditional, print, market research, digital, social media, sponsorship

Company: Johnson Outdoors, Racine, WI-based producer of a variety of outdoor recreational products such as watercraft, diving equipment, compasses and navigational products. Johnson products include: Old Town canoes and kayaks; Carlisle paddles; SCUBAPRO diving equipment; Minn Kota motors and accessories; Humminbird fishfinders; and Eureka! tents and camping gear. 

Opportunity: During the Q3 earnings call this week, CEO Helen Johnson-Leipold said Johnson Outdoors had been engaging in “comprehensive” planning processes to determine the core strategy needed to strengthen how the company goes to market in the future. This includes mining an array of marketing consumer research and getting to know even more about our the consumers who “fish, camp, hike, dive and recreate on water.” “That means,” she continued,” [Johnson Outdoor] will be stepping up [its] game across the board in every area,  importantly advancing to a higher level of marketing and digital sophistication, redesigning our innovation process to deliver bigger, better successes with even greater staying power.”

All of this is part of the final stages of the company’s previously discussed three-year strategic plan (more here). Moat currently reports no data for Johnson Outdoors, so it seems as if this “digital sophistication” is still in the planning stages. Therefore, reach out now for any potential dollars through the end of the year. 

Additional Insight

Long-Range Strategic Planning: Johnson Outdoor is looking at three key drivers moving forward: customer insights, innovation process and digital channels. First, Johnson “has to know our consumers almost better than they know themselves.” According to CEO Helen Johnson-Leipold, more sophisticated market research will enable the company to connect with consumers in “new, more meaningful” ways in order to deliver the “best all-round outdoor recreational experience.” Look for Johnson Outdoor to integrate psychographics into their strategies moving forward. 

Second, Johnson-Leipold said that because innovation gets “harder all the time,” it is more important now to have a full pipeline of new product ideas coupled with a concept of commercialization. This, she said, will ensure that the company is “working on the right ideas with the greatest chance of success.” 

Media Spend: According to Kantar Media, Johnson Outdoors spent $516,000 on measured media in 2014 – down from $831,000 in 2013. Most of this was allocated to digital ads, while magazine ads (mostly trade publications) made up 30.8% of the spend.

Johnson Outdoors 
555 Main St. 
Racine, WI 53403
(262) 631-6600

Helen Johnson-Leipold 
Chairman & Chief Executive Officer
(262) 631-6600

Julie Andersen 
Global Marketing Director, Dive Gear & Equipment
(262) 631-6600

Patricia Penman 
Vice President, Marketing Services & Communications – Worldwide
(262) 631-6600