SMPRoof
Kalamazoo Outdoor Gourmet

Objective—Establish a 100 Year-Old Company in ìStartup Modeî

This provider of high-end stainless steel grills and outdoor kitchens was purchased by a private equity firm. The firmís principals came to SMPR to not only help establish KOGís brand awareness in a defined marketplace, but to also create a perception and attitude that not all grills perform alike. 

Strategy—Put Grilling In Its PlaceóAnd Find Out Who Places It  

Rather than just create a consumer-driven awareness campaign, SMPR sought to create a communications platform that touched on direct and indirect influencers of the products and the people who use themói.e., not just a potential grill owner. 

Tactical Approach 

• In order to ensure that KOG’s messages would resonate in the way the company intended, we “tested” messages by distributing a message audit to national and influential media outlets
  
  
• Upon review of audit results, SMPR established messages and media pitches that corresponded to the audit’s results
  
  
• Initial sets of pitches went out to “the masses” to not only introduce product line, but also to build groundswell of support
  
  
• This was especially important to cultivate communications with a new dealer network
  
  
• Publicity materials including pitch letters, corporate backgrounders, customer
  testimonials, dealer testimonials and trade/industry analysts
  
  
• As initial traction was obtained, SMPR enlightened influencers in trade, retail and manufacturing channels about how each of their connections impacted the lifestyle of KOG’s audience
  
  
• SMPR provided support for KOG’s internal trade show outreach

Results—Sales 

Our client can show his retail partners and his executive team where public relations has influenced revenue and sales targets. 

Results—Operations 

Public relations has a seat in the board room.  Our activity isintegrated throughout the company’s entire operations.  Many significant company decisions are not implemented without consulting about potential public relations opportunities and challenges.  

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