Tippmann PR Plan By: Cameron Schlenker
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1 Tippmann PR Plan By: Cameron Schlenker 2 Table of Contents Research…………………………………………………………………………………………………………….3 Executive Summary……………………………………………………………………………………………………….3 Industry and Competitive Analysis……………………………………………………………………4 Media Audit.................................................................................................................................................5 SWOT Analysis…………………………………………………………………………………………………...6 Objectives…………………………………………………………………………………………………………..7 Target Audience…………………………………………………………………………………………………8 Key Messages……………………………………………………………………………………………………..8 Strategies……………………………………………………………………………………………………………9 Tactics………………………………………………………………………………………………………………..9 Press Release...........................................................................................................................................11 Blog Post…………………………………………………………………………………………………………..12 Time/Calendar…………………………………………………………………………………………………13 Budget………………………………………………………………………………………………………………14 Work cited……………………………………………………………………………………………………......15 3 Research: 1. Executive Summary: • Tippmann Sports, the world leader in high performance paintball equipment. Tippmann, a family based outdoor sporting good manufacturer, started providing paintball equipment worldwide, out of Fort Wayne, Indiana in 1986. Their market entry started with the manufacturing of the SMG 60 full and Semi automatic marker. Tippmann has just released their new product, the TCR. A magazine fed marker to bring realism to the sport. • As of 2004, Tippmann’s president, Dennis Tippmann Jr. stepped down in order to bring in new management and a new CEO. With this move, Tippmann went beyond Paintball manufacturing, and became Tippmann Sports. Besides paintball equipment, they began manufacturing cheap sports bags. This increased sales growth, which saved the company. (Worrell, D. 64-67). • With the release of the new TCR marker and to ensure profit, Tippmann needs to alert the paintball community of this new idea of magazine fed markers. The new idea needs to be brought to the attention of the players in order for them to be interested in the product, due to the fact that the game will change for them once the markers they play with make the game even closer to real combat. • Director of Human Resources Chris Roberts claims that Tippmann has the best customer service in the industry. (Business People, 30-31). This is only 4 when the customers go to them. There is a need for the company to reach out to its customers within the paintball community. 2. Industry and Competitive analysis: • Tippmann is a part of the sporting goods manufacturing industry. From a paintball-manufacturing standpoint, the industry is still new. As of 2006, global wholesale sales of paintball equipment reached $434 million. Since then, sales saw an increase of $427 million in 2005, and $537 million in 2004. 85% of that business was U.S. accounts. (Paintball Statistics information - MPA). • According to paintball.org, the paintball industry is divided into five sub- categories. Markers, paintballs, goggles/masks, tanks, and accessories. Markers take up the largest portion of the business. • There are two styles of paintball, each having different equipment involved. speedball and woodsball. Tippmann focuses their equipment more on the woodsball style, which makes up 35% of the industry as shown below. • Two strong competitors of Tippmann are Rap4 and Empire Paintball. 5 • Rap4, prides themselves in manufacturing top paintball equipment for “Modern Combat Sports”. They provide the military and law enforcement with realistic equipment to simulate live combat during training. Rap4 is already on the cutting edge of making paintball more realistic in game play. (About Us RAP4.com Catalog) • Empire Paintball is another popular paintball manufacturer in the industry. This is because they manufacture equipment for both styles of paintball, speedball and woodsball. This allows them to cater to the needs of a bigger demographic. In the Paintball X3 2012 March issue, they compare both sides of Empire’s equipment. 3. Media Audit: • In terms of social media, Tippmann has a strong Twitter and Facebook presence. Wherein they primarily used to promote games and products. 6 • Viewing paintball forums on the Internet, the forum, PBnation.com has reviewed the TCR. Fortunately, all reviews and feedback on that forum have been positive. This is a strong indicator that people are excited for the new idea of “Mag-fed” paintball markers. 4. SWOT Analysis: • Strengths o Tippmann manufactures high quality, affordable, and reliable paintball markers for all skill levels. o Tippmann is one of the top brands in the paintball industry. Therefore, it has a loyal following of experienced paintball players. • Weakness o The technology to make magazine fed paintball markers is no secret and both of Tippmann’s competitors also manufacture “Mag-fed” markers. As such, it is up to the manufacturer to create the better marker. 7 • Opportunities o The interest in extreme sports is growing. In the most recent Sports and Fitness Participation Report paintball is among the most popular extreme sports that are growing in popularity. o Among the more recent trends, fitness is growing in popularity. Paintball is a great way for people to get out, have fun, and get exercise. o Paintball players, especially woodsball players, are always looking for new ways to make the game more realistic. Pushing the idea that “Mag-fed” paintball markers are the game’s future would open up new opportunities for Tippmann to make the game more realistic. • Threats o The economy is a threat due to the fact that paintball, to most people, is a hobby. If people do not have disposable income, they will not spend money on paintball. 5. Objectives: • Educate the consumers and make them aware that “Mag-fed” paintball markers are the future of paintball. • Increase sales of “Mag-fed” markers. • Make consumers aware of Tippmann’s new TCR marker. 8 6. Target Audience: • Males ages 12- 25. Even though males make up 79% of the participants as of 2007. (Paintball Statistics information – MPA). Females, although not a significant amount, are increasingly participating in the game. • Frequent players, or players who play the sport more than 15 times a year. • Woodsball players. • Parents with an income capable of affording a $350.00 marker, whose kids play paintball more than 8 times a year. • Twitter and Facebook, the two media outlets used by Tippmann already could easily reach these audiences, . Tippmann’s blog on their website is also a way to reach out to their audience. 7. Key Messages: • “Mag-fed” paintball markers will improve the realism of the game. Instead of having 200 rounds to fire, players will now only be equipped with clips of paintballs holding thirteen rounds. • Tippmann’s TCR, will be a pioneer in opening players up to the idea of “Mag- fed” markers. Due to its reputation of making quality and affordable markers, this invites a larger population of the paintball community to get a “Mag-fed” marker. 9 8. Strategies: • Product Demonstration at Skirmish’s D-Day Event. o Provide the paintball public with a demonstration of the new TCR paintball marker. Showing the product in action is where it will open the most eyes and grab the attention of everyone on the field. o The demonstration will be held at Skirmish Paintball’s Invasion of Normandy scenario game in Pennsylvania. The game is held every July for 2 days. It is America’s biggest paintball game, with more than 4500 players. Having 10 players on each team using the TCR would show other players in the game what it would be like to play the game with the TCR. • To secure media coverage. o Tippmann must alert the Paintball magazines that cover this event every year. o A post on Tippmann’s Blog, Twitter, and Facebook will be provided to the public, alerting them that the TCR will be demonstrated at the event. 9. Tactics: • Product Demonstration o During the event, vendors show off their paintball equipment for sale. All of the larger paintball manufacturers have a presence at the event. 10 Tippmann should provide a venue to showcase the new marker for players who are sitting out. o The players actually demonstrating the marker in the game will be wearing Tippmann attire. This way players will know that those 20 people are using the new marker for Tippmann and they can choose, if the want, to observe the marker in action. • To secure media Coverage o A press- release will be provided to the magazines present at the event for media coverage. o Social media posts on Tippmann’s Twitter and Facebook will be used to reach the target audience at the game. Additionally, a video will be posted to the blog from a “Go Pro” worn by one of the players sampling the TCR. This will allow those not participating in the game to view the marker being used from the player’s perspective throughout the game. 11 For Immediate Release Contact: Cameron Schlenker, Event coordinator 201.704.9115 [email protected] Tippmann TCR Demonstration Tippmann to show off there Brand new Magazine fed Marker! FORT WAYNE Ind. April 30,2015- Tippmann is proud to announce that we are joining the magazine fed revolution of paintball. With the arrival of our new TCR “Magfed” Marker, Tippmann will be demonstrating its new technology at the ION scenario game held at Skirmish USA Paintball in July. This demonstration is to prove to the dedicated fans and players of paintball, that Tippmann has created a new and affordable