L&K : MLB Ultimate Experience Case Study

The Client: Stanley Tools

Whether a retailer looking for the best quality products or a customer, or a skilled end-user looking for the best tools, Stanley has the products in their portfolio. Stanley is proud of its reputation for excellence. They are dedicated to continually testing, designing and improving their products to ensure quality and maximum function. Maintaining their standing of being the world's best at what they do is important to Stanley and what the consumer comes to expect from a name like Stanley.

The Objective:

1. Build Brand Loyalty.
2. Increase Sales.
3. Create Brand Awareness.
4. Generate buzz and excitement.
5. Maximize retail traffic.
6. Create promotion exciting for Father's Day.

Marketing Overview:

As an American Tool Company, Stanley wanted to re-affirm its deserved top place among its competitors in the home and pro-line tools. Stanley is a household name, an American brand and what's equally as American as Stanley tools? Baseball! Stanley partnered with the biggest teams in the League, in some of its most important markets, such as the New York Yankees, the Los Angeles Angels and Dodgers and the Boston Red Sox... and quite a few others.

Strategy & Tactics

Goal #1: Remind consumers of the Stanley Brand, it's quality and durability. #2: Entice consumers to purchase one Stanley product. #3: Buy more Stanley products, let's say $50 worth. After $50, consumers could choose their favorite team and we send them a logo-bearing tape rule along with their name engraved on the tape. On top of all of this, we wove in a sweepstakes offering consumers the chance to win a VIP Experience at their favorite ball park, including VIP parking, box seats, and autographed gear from their favorite players. Perfect for the Father's Day time frame.

Summary

To regain customer loyalty, retail shelf space and repeat purchases, Stanley launched this loyalty program. Perfectly differentiating their product with the competitors' and offering dual benefits to going with Stanley rather than another. A personalized gift with purchase and a chance to win a dream experience at their beloved ballpark. Win-win!