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Arctic Cat, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Arctic Cat Inc. designs, engineers, manufactures and markets all-terrain vehicles and snowmobiles under the Arctic Cat brand name, as well as related parts, garments and accessories. The company is headquartered in Thief River Falls, MN.

Main Telephone (218) 681-8558
Main Fax (218) 681-3162
Primary Address
601 Brooks Avenue, South
Thief River Falls, MN 56701-2735
USA

Arctic Cat, Inc. Contacts

Contacts (5/9)
Name Title State
Greg W. Chief Marketing Officer MN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (218) 681-8558
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 601 Brooks Avenue, South
Thief River Falls, MN
56701-2735
USA

Chris M. Chief Executive Officer MN
Christopher E. Chief Financial Officer MN
Tracy C. Vice President & General Manager - Global ATV MN
Steven N. Vice President & General Manager- Parts, Garments & Accessories MN

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Arctic Cat ATVs ******
Arctic Cat, Inc. *******
Arctic Cat Snow Sleds ******
Arctic Cat Side by Sides ******
Arctic Cat Gear ******

Agency Relationships


Brand Agency Service From To
****** *** **** ********* AOR - creative, digital, media buying & planning 2002 present
****** *** **** ********* AOR - creative, digital, media buying & planning 1989 present
****** *** **** ** ***** ********* AOR - creative, digital, media buying & planning 1989 present
****** *** **** ***** ********* AOR - creative, digital, media buying & planning 1989 present
****** ***, ***. ********* AOR - creative, digital, media buying & planning 1982 present

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DailyVista

Experiential, Event Opps: No. 116 Arctic Cat to increase marketing investments under new CMO


 

Update (5/14): In the Q1 earnings call, CEO Christopher Metz said that the company was looking to build out its experiential marketing team in order to go out and help its dealers “really drive sales.” “Initially,” said Metz, “you’re going to see us advertise more and we’re doing that now.” For now, this means increasing digital support, but down the trail, look for Arctic Cat to engage customers with more events and demonstrations. All of this is in addition to Arctic Cat’s promotional marketing activity that “will serve as a foundation” for when the company launches new products.

DailyVista told you last month that Arctic Cat named its first CMO (more below), so an increase in marketing should come as no surprise. 

Subject: print, digital, TV

Compan: Arctic Cat, headquartered in Thief River Falls, Minn., manufactures and markets all-terrain vehicles (ATVs) and snowmobiles, as well as related parts, garments and accessories.

Opportunity: Arctic Cat has named Greg Williamson as its first  CMO. In the newly created role, Williamson will be tasked with positioning the Arctic Cat brand to generate future growth and develop a “world-class, customer-focused organization that aligns the company around the brand and marketing strategies.” Since spend for the brand is heavily weighted to Q4, reach out now to get on the brand's radar before planning begins. Arctic Cat should be especially open to B2C engagement strategies since it's increasing focus on customer engagement to drive sales.

Account-in-Jeopardy

Additional Insight

Experience: Williamson most recently served as CMO for Spectrum Brands' hardware and home improvement division. Before that, he was VP of marketing and sales for Stanley Black and Decker.   

Competitors: Polaris, Kawasaki, Honda, Yamaha, Suzuki, Eton, Bombardier and Alpha Sports, to name a few. 

Media Spend: According to Kantar Media, Arctic Cat spent $2.6 million on measured media in 2014, a 14.6% decrease from 2013. Over half, $1.5 million, was dedicated to print ads, while the reminder was allocated to digital, broadcast and out-of-home (outdoor) ads.  Arctic Cat deployed over half of 2014′s spend ($1.6 million) during Q4.

Moat reports that 76% of Arctic Cat's 2014 standard display ads were purchased directly from the publisher instead of by ad network or exchanges. Top ad destinations last year included EquipmentTraderOnline.com, AccuWeather.com, About.com, FoxSports.com and ATVFan.com. Like other media spend, digital buys were skewed toward the end of the year, although there were spikes in Feb./March and May/June.

National TV ad spend was $330,170, according to iSpot.tv. Ads were run on CBS and the Outdoor Channel during shows such as “Snowmobile Racing,” “SnowTrax,” “Wincester Rack Masters,” “Craig Morgan All Access” and “Bass Pro Shop's King of Bucks.”

Agency Relationships: According to The List, Periscope handles creative and digital buying and planning for Arctic Cat.

Arctic Cat, Inc. 
601 Brooks Ave. S
Thief River Falls, MN 56701
(218) 681-8558

Greg Williamson 
Chief Marketing Officer
(218) 681-8558

John Tranby 
Director, Marketing Communications
(218) 681-8558
jtranby@arcticcatinc.com