The folks at Big Shears came to us at the beginning stages of launching their business with a small budget and big ideas. Big Shears, Inc. was conceived when Mike Schulz, a Southern California paramedic, saw a need for a better brand of trauma shears than the standard issued equipment.... something bigger, stronger, and just plain better. Most medics carry around a $5 pair of shears that will barely cut through construction paper. Not much help when you need to cut through heavy denim or leather to save a patient. The product Schulz wanted to promote was a bit more pricey than what the market was used to, so our challenge was to get a message across that these Big Shears were worth the extra $55 you would spend for a pair of quality trauma shears.
IDENTITY CLICK HERE TO VIEW
The first thing we developed was the logo. We liked this because of it’s bold colors and the illustration of the shears. The logo is memorable and effectively communicates the product they are selling. We included this on all business cards, letterhead, envelopes, and collateral. The next step was the tagline, which we included on everything from business cards to exhibit graphics. We came up with “Bigger. Stronger. Better.” It was simple and concise and reflected the feedback Schulz would get when he showed the product to co-workers and friends. This would also set the ground work for our ad campaign.
AD CAMPAIGN CLICK HERE TO VIEW
The first ad campaign was a comparison, showing how Big Shears stood up against the standard issued trauma shears. The campaign "Yes, there is a BIG difference" reinforced the fact that Big Shears are in a different league, far better than the competition. We ran a series of ads in Jems magazine, a trade journal targeted to EMS professionals. Each month showed a different analogy for the shears. The first one compared the standard shears to an old watering can and the Big Shears to a firefighter with a powerful fire hose. Next was a goldfish and a shark, then a slingshot and an army tank, a tricycle and a Harley. Each ad had the same layout and colors to be easily recognizable, but kept people interested in what the next comparison might be.
EXHIBIT GRAPHICS CLICK HERE TO VIEW
We created all exhibit graphics to match the ad campaign, and even developed a contest at trade shows to let customers contribute their own ideas for the next ad. This created a buzz and got the audience involved in marketing the product.
WEBSITE CLICK HERE TO VIEW
We supported Big Shears marketing efforts with an online storefront that showcases the product. We shot some great photos of the shears that emphasizes its cool sleek look and used those as the focus of the website. Big Shears is now taking orders nationally on their highly trafficked website. They were averaging 2 online orders a day after only 3 months of having the site live on the web.
OTHER MARKETING COLLATERAL CLICK HERE TO VIEW
Additional marketing material for Big Shears, Inc. includes a product catalog, banner advertisements, tee shirts, and stickers.
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