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|
Johnson Outdoors, Inc. ContactsContacts (5/10)
|Helen J.||Chairman & Chief Executive Officer||WI|
Sample of Associated Brands
|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|
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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.
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.
555 Main St.
Racine, WI 53403
Chairman & Chief Executive Officer
Global Marketing Director, Dive Gear & Equipment
Vice President, Marketing Services & Communications – Worldwide