The last campaign that I ran for Batson Enterprises was to promote the launch of the 2021 catalog that also happened to celebrate the 20th Anniversary of the company. The catalog is an important sales tool for the company as it is an older industry that isn’t as tech-savvy and prefers print over digital catalogs (though there’s a new growing demographic in their 20’s).

With the loss of our biggest industry trade shows due to Covid-19, we needed to come up with new ways to capture the audience and bring in new clients.

The Goal:
The goal of the campaign was to drive people to the catalog landing page on the website to view the online version of the catalog and also to request a print copy.

With that form, we would capture information to add to our database and also find new businesses to connect with that we normally would at trade shows.

Target Audience:
We had two different niche audiences that we targeted at Batson Enterprises.
– One is B2B marketing, capturing both current and past clients but also targeting buyers at companies that we don’t currently work with.
– Second is B2C, creating brand awareness with the consumer but also introducing fishermen to custom fishing rods (a small niche audience in the fishing rod industry but important to the company).

The Creative:
We had a mix of video, social media posts, and advertising on Facebook, Instagram, and Google, all ads taking them to a landing page designed to capture their information.

Artwork for the posts (and catalog cover) features an Ulua, artwork by me, which harkens back to the family and business roots in Maui.

Social Media Post Results:
32,157 People Reached
2,151 Engagement
17, 315 Video Views
Increase in social media followers
Channels: 4 FB Accounts, 2 Instagram,Twitter, LinkedIn, Youtube

Advertising 30-Day Results:
Impressions: 654.3k Impressions
Clicks: 5.3k
CTR 0.8%
CPC $0.15

2,500 Catalog Requests
1,400 New Email Address
300 New Businesses for Sales Team to approach about wholesale accounts.