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Polaris Industries, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Polaris Industries, headquartered in Medina, MN, is a motor vehicles company. Polaris Industries designs, manufactures, and distributes all terrain vehicles (ATV's), snowmobiles, Ranger utility vehicles, and Victory motorcycles. Polaris also produces the Pure Polaris line of accessories and garments.

Main Telephone (763) 542-0500
Main Fax (763) 542-0599
Primary Address
2100 Highway 55
Medina, MN 55340-9770
USA

Polaris Industries, Inc. Contacts

Contacts (5/44)
Name Title State
Mike S. Executive Vice President, Finance & Chief Financial Officer MN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (763) 542-0500
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2100 Highway 55
Medina, MN
55340-9770
USA

Scott W. Chief Executive Officer MN
Ryan A. Executive Vice President, Finance & Chief Financial Officer MN
Michael D. President - International MN
Craig S. Chief Marketing Officer MN

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Polaris Industries, Inc. ******
Polaris ATVs *******
Polaris Motorcycles *******
Indian Motorcycles ******
Slingshot *****

Agency Relationships


Brand Agency Service From To
****** *********** **** *** Creative 2015 present
******* **** ********** AOR - media buying & planning 2015 present
******* **********, ***. ********** AOR - media buying & planning 2015 present
******* **********, ***. ***** Public Relations unknown present

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DailyVista

Male Media Opps: Slingshot to receive ‘aggressive' marketing investments


Subject: digital, TV, print, radio, social media

Company: Winmo), headquartered in Medina, MN, designs, manufactures and distributes ATVs, snowmobiles, Ranger utility vehicles and Victory motorcycles. The company also produces the Pure Polaris line of accessories and garments. 

Opportunity: Per COO Bennett Morgan’s remarks in the Q4 earnings transcript, Polaris is planning “aggressive” marketing investments for the Slingshot three-wheeled motorcycle. Slingshot is entering its second year on the market, and Morgan expects growth to be strong (read more about DV’s take on the initial Slingshot launch reports that interest has far exceeded expectations for sales and profitability. 

As such, male-focused ad support for Slingshot should be up this year and beyond, especially with three-wheeler Elio set to begin production at the end of 2016 (research here). However, keep in mind that while both are (or will be) classified as motorcycles by the government, Slingshot is positioned as fun/power and Elio targets the eco-friendly crowd. 

According to The List, rEvolution handles media buying and planning for Polaris Industries. 

Additional Information

Media Spend: According to Kantar Media, Polaris spent $24.7 million on measured media in 2014 – and $10.7 million through Q3 2015. Most of the company’s spend in 2015 was allocated to cable and network TV ($5.9 million), while the remainder went largely to print ($2.2 million), digital display ($1.5 million) and radio ($1.04 million).

TV Breakdown: Per iSpot, Polaris spent $11.4 million on national TV ads in 2015 – fairly evenly, too, with lulls from Jan. to April and May to July. This is slight decrease from 2014, when the company spent $13.9 million on national TV. See charts for 2015 channel/show targeting. Slingshot did not run any national TV ads in 2015, iSpot reports.

Digital Breakdown: Slingshot, in its first year, ran 20 standard ads on about 2,500 publishers (<1% mobile), 99% of which were placed programmatically versus site direct, according to Moat. News, auto and entertainment publishers were targeted the most. Top ad destinations included topgear.com, carsforsale.com, sailinganarchy.com and andyssutoreport.com. 

Winmo
2100 Highway 55
Medina, MN 55340
(763) 542-0500

Craig Scanlon 
Vice President, Slingshot (since May 2015)
(763) 542-0500
craig.scanlon@polaris.com