Hindle Exhaust System Corrugate Standee

CLIENT: Hindle Products Ltd.

PROJECT: Exhaust System Corrugate Standee

INDUSTRY: Automotive Aftermarket

SERVICES: Display

OVERVIEW

Gorrie was asked to design a low-cost, small production run ins-tore communication tool that would be easily shipped into and set up by dealers, and to develop the imagery and copy points required to help tell the Hindle story in-store.

Hindle is a manufacturer of high-quality aftermarket exhaust systems for motorcycles and all-terrain vehicles, with a loyal brand following and great brand equity that has been built up over 35 years of excellence in the industry.

Recently, however, lower-priced import brands have flooded the aftermarket exhaust market, and have been using inferior products to steal share from Hindle inside of dealerships, their core business channel.

Relying primarily on PR, sponsorships and a distributor to help push their product through dealers, Hindle realized that they needed to change their marketing strategy and communicate directly to their potential customers while inside of dealerships, and call out the various features and benefits of their products vs. their competitors in a succinct and impactful manner.

For their first foray into in-store marketing, Gorrie was asked to design a low-cost, small production run ins-tore communication tool that would be easily shipped into and set up by dealers, and to develop the imagery and copy points required to help tell the Hindle story in-store.

CHALLENGE

Hindle’s exhaust products come in very many models, shapes and sizes, and offer a complicated array of features and benefits that are not immediately obvious to potential consumers.

Gorrie researched Hindle’s differentiators, bucketed them into categories, and designed a series of icons to help them resonate. We then took some product photography, and cropped it in a manner designed to reflect the performance and race-readiness of the brand.

From this the challenge was to develop an in-store display that would effectively communicate this info in a cost effective, yet impactful manner.

The result was a 2’W x5’H die-cut corrugate one-sided standee with an easel back, that used the strong graphics and a white and red on black design to ensure the message would stand out in the dealerships.

RESULTS

65 standees were produced and shipped to key dealers across North America, and used at trade shows.

After the distribution of these standees, sales of Hindle Exhaust systems at dealerships increased in a period of economic downturn that resulted in sales declines for most other manufacturers in the industry.

They are now working with us to develop a larger scale, permanent display program for dealerships, with the intentions of rolling it out in 2010.