the hurrycane story
TRANSCRIPT
Marketing Architects® took on the challenge of reinventing the walking cane. Our response-driving creative team, combined with our proprietary media buying strategy, put HurryCane® on the map with historic results. Check out how we did it and why HurryCane® remains the #1 selling cane in America.
T H E C H A L L E N G E S
O U R S O L U T I O N S
T H E T I M E L I N E
C O N C L U S I O N
Reinvent the walking cane
We leveraged our proprietary TV, radio, and print networks
in order for the HurryCane® to reach more audiences.
Our one-of-a-kind process for measuring responses and attribution allowed us to
scale in the most effective media channels.
Become a household name
Our creative team developed and tested creative messages
to rapidly accelerate the HurryCane® story and
creative learning.
Identify a winning creative message
Attribute sales from multiple media
channels to its sources
CREATED BRAND
DEBUTED ONNATIONAL TV
A CREATIVEBREAKTHROUGH
EXECUTED A NATIONALNEWSPAPER CAMPAIGN
HURRYCANE®
BECAME THE MOSTRECOGNIZABLE CANE
Became the #1 Selling Cane on Amazon & the #1 Cane in
Google Shopping Search
Marketing Architects® turned the HurryCane® into the “Kleenex®” of canes.
From Napkin to #1The HurryCane® Story
Media, Message, and Offer Testing
“The Cane that Stands Alone™” Outperforms Other Creatives by 4 to 1
Featuring the “World’s Biggest Coupon”
Specialty & Mass
MESSAGING
OPTIMIZATIONMEDIA
Rapid Growth & Distribution• 50% YOY revenue growth.
• Attracted the attention of buyers, launching us into mass retail in Walmart, Walgreens, and Bed Bath & Beyond.
• Acquired 1,000 independent retailers within 12 months with a projected total of 2,000 retailers within 18 months.
A Category Leader & Household Name • #1 Selling Cane in America!
• #1 Selling Cane on Amazon.
• #1 Cane in Google Shopping Search.
• #1 Selling Cane at Walmart.
• #1 Cane in Brand Recall Studies.
Dual CTA Optimization & Digital Growth• Discovering that our older target
demographic was going online to make purchases was key in optimizing our media strategy.
• 80% of sales from media campaigns were web attributed versus 20% call response.
INITIAL RETAILLAUNCH
DEBUTED ON AMAZON
SHIFTED FOCUS TOWEB VS. PHONE
Resulted in a 100% CPO Improvement
Visit markarch.com to learn how we can help you.
Marketing Architects® made HurryCane® the most famous cane brand in history:• Developed branding from scratch.
• Discovered breakthrough messaging through rapid testing.
• Learned web response would be key driver, even for an older audience.
• Deployed multi-media approach while capturing true attribution from every channel.
• Scaled seamlessly into retail.
• Cultivated deep product pipeline for future growth.