Echo Outdoor Power Equipment

Mike Best - VP, Sales & Mktg.
Barb Gora - Mktg. Manager

Cramer-Krasselt *Lead Agency

Chris Jacobs - SVP, Executive Creative Director
John Freckmann - SVP, Director of Acct. Mgmt.
Brian Ganther - VP, Creative Director
Matt Herrmann - Assoc. Creative Director
Matt MacDonell - SVP, Director of Brand Planning
Tim McCord - VP, Strategy Director of Interactive
Jamie Schmelzer - VP, Mgmt. Supervisor
Zack Schulze - Sr. Art Director

Customer Magnetism

America's twelfth best known outdoor power equipment brand didn't have a functional advantage or the budget to out-gun its big-name competitors. What Echo did have was an insight into its male target. For guys, working with professional grade chainsaws, blowers and trimmers can be more than a product solution. It can be a life-stage solution for men who grin and bear it through client lunches, mother-in-law dinners and second cousinn's birthdays. Echo used that insight to separate from the pack and started selling equipment faster than they could build it.