Brand evolution

Andrew began thumbing through magazines and opening up websites to study those outdoor companies whose advertising he admired. Then he called the marketing manager at these publications and picked their brains. He wanted to know how they presented their products to the public, how they chose certain themes and when they advertised. Andrew added, “I also wanted to know who did their graphics, and how they went about getting that done.” He realized that those companies all had the same advertising agency, and he called that agency to set up a meeting. “I wanted my own brand of advertising. I wanted to let customers know that we have a unique product. I wanted them to know why we believe it would be useful to them in the field and how it will make their time afield more productive. I wanted to educate them to the many benefits and features our saw has to offer, and I wanted our potential customers to know how different our accessories are compared to other similar accessories now on the market. In essence, I wanted the story of Lockdown accessories to be told. I did not want just a slew of pretty advertising images slipped into a magazine. “Sales reps liked our product and spread the word. Eventually, outdoor writers got wind of our saw, tested them on hunts and began writing articles about the saw’s usefulness. Their testimonials gave us more exposure and let our customers know that Lockdown accessories are being used by some of the best-known outdoorsmen in the country.” Now at age 33, Andrew Lockdown, with his mother, father and brother on board, has 400 to 500 independent retailers, and their famous extendible accessories are being sold in big-box stores like Cabela’s, Bass Pro Shops, Canadian Tire and Gander Mountain. But he is not resting on his laurels. Not for a minute! Lockdown has recently launched the new Ratchet Pruner—a pruner and detachable handsaw in one convenient package. This new multi-tool is a perfect match for hunters and homesteaders alike.