10-31-2007, 08:10 PM
Portland, Oregon--Advertising Expedition, Inc., just launched a new print advertising campaign for Crimson Trace Corporation, makers of Lasergrips brand laser aiming devices. The announcement was made today by the agency's owner and president, Dan Cox, who is a 20-year veteran of shooting sports advertising.
"Crimson Trace already dominates the laser aiming device industry, "said Cox. "So the particular challenge of this strategic and creative effort was to find a way to meet ever-increasing sales goals for the market leader." The solution according to Cox was to create long-copy ads that advocate for the consumer acceptance of any brand of laser aiming device as a sound alternative to iron sights on handguns. "The strategy is simple enough," continued Cox. "All boats rise with the tide, and we expect Crimson Trace to rise the most because of its strength in the marketplace, which results from its intrinsic performance qualities."
The campaign reunites Cox with Lane Tobiassen, marketing director at Crimson Trace. The two worked together previously on ad campaigns for Danner Boots and LaCrosse Footwear.
"This new campaign reflects the confidence we have in the product itself," said Tobiassen. "We've made the transition from selling against competitors based on our unique features and benefits, to simply selling the need for a laser. We're confident that our product will come out on top."
The campaign is scheduled to appear in a wide variety of industry magazines. Handgun enthusiasts who respond to request additional information will receive a free DVD titled "Shots In The Dark," produced by Paladin Press.
Cox has worked on many major shooting sports brands throughout his career besides Crimson Trace, Danner Boots and Lacrosse Footwear. Also included are: Buck Knives, Leupold, Zeiss, Leica, Bushnell, Brunton, Wind River Optics, Boonie Packer, Blackwater Gear, Gerber, Uncle Mike's, Outers, Hoppes, and Burris.
"Crimson Trace already dominates the laser aiming device industry, "said Cox. "So the particular challenge of this strategic and creative effort was to find a way to meet ever-increasing sales goals for the market leader." The solution according to Cox was to create long-copy ads that advocate for the consumer acceptance of any brand of laser aiming device as a sound alternative to iron sights on handguns. "The strategy is simple enough," continued Cox. "All boats rise with the tide, and we expect Crimson Trace to rise the most because of its strength in the marketplace, which results from its intrinsic performance qualities."
The campaign reunites Cox with Lane Tobiassen, marketing director at Crimson Trace. The two worked together previously on ad campaigns for Danner Boots and LaCrosse Footwear.
"This new campaign reflects the confidence we have in the product itself," said Tobiassen. "We've made the transition from selling against competitors based on our unique features and benefits, to simply selling the need for a laser. We're confident that our product will come out on top."
The campaign is scheduled to appear in a wide variety of industry magazines. Handgun enthusiasts who respond to request additional information will receive a free DVD titled "Shots In The Dark," produced by Paladin Press.
Cox has worked on many major shooting sports brands throughout his career besides Crimson Trace, Danner Boots and Lacrosse Footwear. Also included are: Buck Knives, Leupold, Zeiss, Leica, Bushnell, Brunton, Wind River Optics, Boonie Packer, Blackwater Gear, Gerber, Uncle Mike's, Outers, Hoppes, and Burris.