Foothill Ranch-based Oakley Inc. continues to fine-tune its marketing in a bid to reach new shoppers and drive sales.
The sunglasses and apparel maker last year launched an integrated multimedia campaign that included print magazine ads, in-store marketing materials and online marketing,all with the same look, a first for Oakley.
The company said the move helped build exposure for its women’s business, particularly for new sunglasses.
“The company is taking material steps to move from a product-driven focus, with somewhat ‘hit or miss’ results, to creating a number of highly differentiated lifestyle looks that will resonate on a number of levels with the core customer,” said Eric Beder, analyst at Brean Murray, Carret & Co.
Expect more of the same in 2007.
“Oakley will take a number of major steps that we believe will allow it to capture further top- and bottom-line momentum,” Beder said.
This year, the company is expected to roll out major marketing campaigns to promote the launch of two sports glasses, which have a hydrophobic coating that repels water, fingerprints and dust, the company said.
Other advertising will push Oakley’s different lenses, such as polarized, and more women’s sunglasses, which will be sold in Oakley stores, department stores and boutiques, Beder said.
Oakley said it’s also set to launch a Web site that’s easier to navigate and plays up different products, such as custom glasses, where people can pick their lens and frames.
The sunglass maker recently hit the road with its new “Rolling O Lab,” a 40-foot bus where people can see lens demonstrations and test products.
The company didn’t say how much it spent on the vehicle.
Colin Baden, Oakley president, said in a statement that the bus is expected to be on the road 300 days this year, stopping at sporting events and retail centers.
“By taking our science to the street, we can reach out to those who might not have an opportunity to learn about the quality and performance of our eyewear,” Baden said. “In educating the public, the Rolling O Lab will also serve as a mobile marketing unit that entertains and enlightens, maintaining a positive and powerful brand presence.”
Juxt Busy
Newport Beach-based Juxt Interactive keeps cranking out new work for clients and is looking to build its staff.
The shop, which makes Web sites and more, recently wrapped up Web site work for Target Corp.’s racing team, Cablevision Systems Corp.’s Fuse Network LLC and Irvine-based Boost Mobile LLC.
The site for Boost Mobile plays up the company’s GPS-based wireless network that lets people know when their friends are near, send photos and map locations, among other things.
The shop is on the hunt for more than a handful of workers, including a copywriter and art director.
Ducks and Dogs
Wienerschnitzel is set to get some airtime at Anaheim Ducks hockey games.
The hot dog chain, owned by Newport Beach’s Galardi Group Inc., just signed on as a sponsor of the Honda Center in Anaheim and Ducks hockey club.
Under the deal, the restaurant chain will sell its food at the arena and broadcast commercials on the radio and TV during the games.
Wienerschnitzel also will get signs on two concession stands and be included on a discount card given to Ducks season ticket holders.
Bob Wagner, Honda Center senior vice president and chief marketing officer, said the Ducks also will be promoted at Wienerschnitzel restaurants.
The company has 350 restaurants in 12 states and Guam.
More Angels
Tustin-based Beard Boy Productions Inc. was tapped to write and produce the 2007 radio advertising campaign for the Los Angeles Angels of Anaheim.
The campaign, which includes five spots, is part of the Angels “What a Game” theme.
It is slated to air in Southern California before and throughout the season and is aimed at sports fans, teens and women.
Beard Boy last worked with the Angels in 2001. The shop worked with K+A Design of Anaheim to create TV and radio spots.
Bits and Pieces:
Clarification: Los Angeles-based California Pizza Kitchen Inc. just opened a CPK ASAP restaurant in Anaheim,not CPK Express. The last one opened five years ago in OC Irvine-based Innovate Media, which does online marketing, Web ads and more, changed its name to Innovate Media Group. The shop said it expanded its services to include streaming videos, online ads and Web search marketing.
