From Response Magazine: The Ride of a Lifetime
A cover story on ICON Health and Fitness, by Tom Haire
Eric Watterson, director of global marketing for ICON Health and Fitness, talked with Response Magazine about the Tour de France indoor cycling bike and how R2C Group has contributed to the company’s direct response strategies.
“It’s been wonderful for us, after launching during the 2011 Tour,” Watterson said. “Its all about strategic media placement and Respond2 and Cmedia have done an excellent job in ensuring that our target consumer sees the product. We also have print campaigns in technology magazines, a PR campaign that’s gotten us on shows like Discovery Channel’s “Tech Toys” and we stepped on the accelerator as the cold season and holidays hit.”
Innovation is the one word that pops up for than any other in a conversation with Watterson. Innovation also means that ICON tends to move and change course quickly. “If we find a better way to do something, we will embrace it,” he says. “That’s why having an agency like R2C – one that understand, responds enhances and embraces those changes of directions – is crucial. They work in our collaborative, constantly changing culture. If we need to make a move for our retailers’ sake, we will do it, and R2C understands that.”
To read more, visit: http://www.response-digital.com/response/201201/#pg24