FUSE is a marketing services agency specializing in the creation of programs to generate incremental sales opportunities for clients and drive brand awareness.
With strong expertise in a variety of industries, FUSE applies initial consumer, market and product understanding to strategy development and execution, working hand-in-hand with all stakeholders to ensure efficient and effective marketing programs driving the key brand message.
FUSE creates individual programs to full-blown campaigns and has experience in the support of retail, field, event and promotional marketing for clients and categories including soft drinks, alcoholic beverages, traditional packaged goods, smoking accessories, telecommunications, financial services, food, entertainment and more.
Over 15 years of experience comprised of concert facility management, licensing, sponsorship, promotions, retail marketing and celebrity endorsements
Extensive relationships reaching across many platforms and industries affording FUSE the ability to execute seamlessly on behalf of Clients
Past and current clients include Hard Rock Café, Astronaut Buzz Aldrin, Zippo Manufacturing Company, US Music Corp., Hollywood Chamber of Commerce, CD Projects, Radio Spirits, Bob Hope Enterprises, Ultimate Ears, AEARO, Salt Lake Olympic Committee, The Coca-Cola Company and more
Over 20 years of experience in marketing with many clients in a variety of fields
Proven success in partnering with clients in the development of unique marketing programs that drive awareness, excitement and sales
Past and current clients include Anheuser-Busch (Created Bud Bowl promotion), Pepsi-Cola, Coca Cola, Coors Brewing Company (Created ATM Blast of Cash promotion), Frito-Lay, Universal Studios, Zippo Manufacturing Company, Airwalk, Reebok, Dillard Department Stores and ConAgra
Zippo lighters had made the scene in the 1930’s and quickly gained popularity because of its windproof technology, ease of use and lifetime guarantee. But today, Zippo faces a market oversaturated with inexpensive and easily available alternatives. How can FUSE help Zippo’s flame burn even brighter?
First figure out who Zippo’s next group of loyal consumers could be. Then determine how to get in tune with them. And, while you are at it, give everyone involved a reason to dance in the aisles.
FUSE determined that 18-24 year old males were an ideal demographic for Zippo, and based on research into the preferred activities of this group, determined that watching local rock bands in clubs was a favorite pastime.
FUSE developed the Zippo Hot Tour where local bands and their followers participate in a natjonwide “Where the Fans Choose the Bands” competition. The program takes places in the hottest local venues, on the internet and in major magazines. The last band standing wins musical gear from the industry’s top equipment manufacturers, a private showcase with a major record label, and the opportunity to share the stage with a national headliner.
FUSE put this together by forming a super-group of music industry partners, that in the three years since the programs inception has included, Island Records, Capitol Records, Geffen Records, Interscope Records, ESP Guitars, Tama Drums, Peavey Amps, Pro-Mark drum accessories, Washburn Guitars, Randall Amps, and more! Last year’s winner received a private showcase with Capitol Records’ A&R executives in the famous Capitol Studios where Paul McCartney, Green Day and other greats have recorded, they went on tour with The All-American Rejects in their own tour bus, and received a full package of musical gear from the Zippo Hot Tour’s partners. The bands, the performance venues and program partners all get tons of promotion, exposure, and revenue opportunities.
Additionally, FUSE developed several sweepstakes in connection with the Zippo Hot Tour. Sweepstakes partners have included retailers like Hot Topic, Tower Records and FYE and have been promoted in Maxim, Blender, Alternative Press, Revolver, and SPIN magazines, to name a few.
In 2004, Zippo’s sales heated up by 6% in the promotion’s first year. FUSE created the equivalent of over $10 million dollars worth of CPM advertising on a national basis for a fraction of the cost and with deeper results: Zippo is fast becoming synonymous with the fabric of its demographics’ life; a symbol and an essential part of their lifestyle.
In 2005, just the second year of the program, the Zippo Hot Tour generated a total of 58,814,478 calculable unique impressions and the 2006 run is set to eclipse that figure.
Zippo’s sales increased approximately 4% over the 6% achieved in 2004.
Select 2005 Results & Highlights:
24,050,290 Impressions obtained through sweepstakes.
6,252,809 Impressions obtained through directed email blasts and online newsletters.
Interviews by The All-American Rejects – the Zippo Hot Tour’s platinum-selling headliner – aired on MTV, VH1, LAUNCH radio networks, ABC News and Radio, appeared in Rolling Stone, Entertainment Weekly and USA, Associated Press, among others.
Targus practically owns the CD case market; its CD Project brand has an 80% market share. Most people who own a CD case own a CD projects case, and most retailers already sell them. Sure, Targus has clout, but their smart minds have also tapped the market’s potential. Also, the CD – a physical, touchable format – is under attack by iPod, MP3 players, digital radio, and the web.
In this case, to motivate both consumers and retailers, FUSE had to create a program with unusually high value. FUSE also understood that involving the real business driver – the record companies – and providing them with value, would really make this program sing.
FUSE negotiated with separate record labels including EMI, Capitol Records, and Dreamworks to create a special limited edition CD of hot new sounds from the likes of Everclear, Trapt, and AFI.
This compilation CD was inserted into CD projects carrying cases, as an immediate gratification offer – a Gift with Purchase
FUSE put together a deal with Target stores across the country to feature the cases in special high-profile end cap placements within Target’s “Music and Movies” section. The displays also featured full lenth CDs from each of the artists featured on the compilation CD. This promotion was featured in Target’s circular and was on the end cap for a quarter of a year.
A 25% increase in CD Project incremental sales based on year over year sales, plus front and center placement of over 250,000 units.
CASE STUDY | CD Projects CD carrying case with compilation CD inserted Full length CD’s of the Artists that are included on the compilation CD. Target Retail Store end-cap located in “music & movies” section
Miller Brewing had purchased the rights to the Super Bowl name and trademark, leaving Budweiser to cry in its own beer.
Do an end-run. The ultimate program foal was to beat Miller at its own game, to sell more beer while also associated Bud even closer with the Super Bowl than its competition. And to be closer to the game, meant playing in it.
Instead of being a bench warmer, a whole new game was developed… Bud Bowl. In a unique and breakthrough concept, animated bottles played against each other in make believe football game presented in TV commercials during the Super Bowl. Pre-game promotion set the stage and armed with special scorecards obtained at retail stores, consumers got to win prizes by writing in scores from the TV commercial games. Paying attention to the Budweiser commercial would have a payoff.
In its first year, 1989, Bud had a 20% incremental growth versus the previous years, and that number increased in the program’s second year.
Bud Bowl is now Anheuser-Busch’s longest running and most successful retail promotion ever.
The program consistently drove double digit year-to-year sales increases.
And yes, Budweiser owned the post Super Bowl conversation – it was the talk of the town.
Coors wanted to sell more beer but without developing a new SKU, new distribution channels, or paying outrageous shelving fees. To complicate matters, many of the more effective promotional strategies, available to soft drinks and other products, are legally restricted for beer sales.
“ Blast of Cash” ATM Promotion which looked and felt like a soda type “instant win” promotion yet stayed well within legal guidelines.
20 million unique “win” game pieces that looked like ATM cards were packed inside of specially marked packages. The game play had the look and feel of an instant win, yet met national and state-by-state legal guidelines. To magnify program results the promotion was run during the summer, the peak season for cold beverage sales.
Blast of Cash was the most successful promotion in Coors’ history; it drove significant double digit sales increases for 5 years in a row.
It dramatically improved retail display incidence; just in Year 2 there was a 175% increase in retailers’ display of Coors’ marketing collateral and display material.
Challenge: Get Ultimate Ears Noticed by the Touring Music Community
The music equipment and accessories industry is a rat race, with innumerable companies jockeying for the support and endorsement of both established and up-and-coming artists. As the current market-leader for in-ear monitors, Ultimate Ears must keep up with the ever-changing music scene to maintain its position.
Presence at music festivals is key in securing the attention of emerging artists. The Vans Warped Tour is one of the nation’s top touring music festivals with over 50 different bands spending an entire summer on the road together. In order to build on this sense of community, FUSE arranged to have The Ultimate Backstage Barbecue exclusively for artists and tour personnel. All day during the date, Ultimate Ears had a booth near the main stage where artists could stop by and demo the product. Later in the evening, in the backstage area, Ultimate Ears hosted a barbecue featuring top-quality food and a full hosted bar. Adjacent to the barbecue area, Ultimate Ears had a tent where attendees could demo the product and sign up for a raffle that featured UE product for the winner’s full band as the prize.
Ultimate Ears reinforced existing endorsement relationships with bands such as Underoath and the multi-platinum selling Fall Out Boy. New endorsement relationships were struck with up and comers like Silverstein, Emory, The Pink Spiders, Thursday, Fishbone, etc.
Additionally, Ultimate Ears sold more custom product in a single day than at any previous event in the company’s history. At the end of the event, additional orders were also expected.