A New Shine for Eagle One1 Oct, 2008 By: Thomas Haire Response
Robert Stravitz says a direct response TV campaign for Valvoline's brand of automotive appearance products helped drive positive sales growth — both direct and at retail — in a declining market.
Eagle One is now a 30-year old brand that is well recognized in the auto and motorcycle enthusiast world. From its original wheel cleaning products, to tire cleaners and wax and polish products, Valvoline and Stravitz were looking to expand its branding into a wider demographic space.
Performance, Ease of Use Push Sales
With that concept in mind, Stravitz says it wasn't difficult to sell the idea of direct response in the halls of power at Valvoline. "There was a little skepticism, as there wasn't much history with DR at the company," he says. "The idea of how effective it had been during my time at Intuit helped. It was so effective in demonstrating the things a small business owner could do with the software. Being able to say, 'Here's the problem, and here's the solution,' at Intuit made it easier for the folks here to see how it could work for Eagle One."
Robert K. Stravitz
However, there were some differences. "In the case of the Intuit product, there was no comparable product," Stravitz contends. "We had to be more competitive with the Eagle One campaign, but still the fundamental premise is the same — 'Here's what the product can do for you.'"
Still, when looking to apply a direct response campaign within his realm at Valvoline, Stravitz had to find the right product to fit. "DR doesn't play out as well with products where it's tough for consumers to see the difference it makes," he says. "Part of the magic of DRTV is the visual 'Wow!' moment. For instance, I manage motor oil products — it's tough to see the difference in that category."
A Brief History
On the other hand, Eagle One's car appearance products were a natural fit. The campaign came together in time for Eagle One to begin media testing in fall 2007. "We tested our way into selling DRTV internally," he says. "When we compared sales from DR and non-DR tests, there was double-digit growth across the Eagle One line for products involved in the DR campaign. It created high confidence in driving sales with DR, both direct and at retail."
The campaign targeted two types of consumers: automotive enthusiasts and those Stravitz's team calls "weekend results seekers." By integrating the TV creative with a Web site (buyeagleone.com), the company was able to explain the benefits of its "Nanotechnology" and how it can improve results with the company's car cleaners, polishes and waxes while reducing application time. The company also brought in Adrienne Janic, a celebrity in the automotive world for her role as host of the TLC cable network show, "OverHaulin'," to serve as the product line spokesperson.