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Nicholas Launches the "Trade Up" Internet Marketing Campaign for Scorpion Lacrosse

About Scorpion Lacrosse

Scorpion Lacrosse is an up-and-coming lacrosse manufacturer founded to provide today's player with the most innovative and technologically advanced equipment.

Faced by stiff competition from established brands such as Warrior and Brine, Scorpion entered the market with several unique capabilities, including their ExoGrid^TM and MetalFusion^TM technologies, which position them as a high-end, niche manufacturer.

Challenge

As a start-up company, Scorpion Lacrosse needed to utilize the most cost-efficient method to launch their brand and establish credibility in the lacrosse community.

The Internet was an attractive medium because it would allow them to affordably communicate with young consumers—but Scorpion required more than just a website. They sought a well executed strategy that effectively combined grassroots sales efforts, traditional promotion, and Internet marketing.

Solution

Nicholas Creative worked with Scorpion Lacrosse to ignite the "Trade Up" marketing campaign, which championed Scorpion's equipment as the most premium on the market. The Trade Up call-to-action targeted school-aged players to ditch their old, poorly performing equipment in favor of new, top-of-the-line products from Scorpion.

The first priority was to create a sleek new website to introduce Scorpion's brand to the lacrosse world, while promoting products, soliciting newsletter sign-ups, and connecting consumers with authorized dealers. Upon launch, Nicholas moved to execute the most important part of the strategy—generating website traffic and creating ROI:

A series of magazine ads were published in Inside Lacrosse magazine to showcase Scorpion's exclusive product line and encourage readers to register online for the latest giveaways, promotions, and news.
A highly targeted search marketing campaign was deployed using Google Adwords, in order focus on three main objectives: create brand awareness, drive sales to online and retail stores, and capture traffic from competitive searches.
The Scorpion brand and products were promoted through online advertisements strategically placed on e-Lacrosse.com, a popular online lacrosse magazine.
A unique microsite was created for Scorpion's MetalFusion^TM product line, where users could vote on their favorite stick designs and upload their own ideas.
In addition to the online initiatives, Scorpion engaged Nicholas to create other unique artwork, including: equipment designs, a trade show booth, t-shirts, and business cards.

Contact Nicholas for your free consultation.

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