RACE Part 3: The Action Plan
- Joe Hanning
- May 5
- 1 min read
Updated: 5 days ago
Research, Action, Communication, Evaluation
After your initial research, take action by putting together a plan. This next step is your road map that will give you guidance and structure to follow from beginning to end.
When doing work for Gates Gloves & Gear, my team was assigned to bring life back to a diminished brand. In the 1990s, Gates was a powerhouse in the ski glove industry, but a combination of management mistakes and tough competition put the brand in a downward spiral for more than a decade.
Our initial research showed that most of the players, no matter what price range, were portraying themselves with an “extreme theme.” They all featured images of fearless big-name skiers flying through the air and grinding on 20-foot rails. Additional research told us that this battle needed to be waged on the B2B and B2C field. Although many old school retailers knew the Gates brand, they were reluctant to buy since the brand’s recent demise.
Using our research, we put together an action plan that targeted B2B retailers and family-driven consumers – not the extreme team that most were targeting. We literally put a plan on paper that started with trade show promotions and events in January and lead all the way to publication ads and a redesigned web site focusing on our newly dubbed family friendly band.
An action plan was in place and ready to COMMUINCATE!
