Marketing 101: Tell it with baseball cards

In the cards, from left: Irwin Tools, Briggs & Stratton and LP.

To complement the baseball theme of its Grand Slam Power Challenge promotion at the National Hardware Show last month, Briggs & Stratton presented its catalog in the form of baseball cards. It featured a portrait of the product on the front, with stats and information on the back.

“We thought our customers might find them a bit more interesting and handy than a product catalog,” said Eric Loferski, director of marketing of Briggs & Stratton’s portable power and cleaning systems.

The idea may be catching on. 

At this year’s International Builders’ Show, Louisiana-Pacific promoted its products with a “Heroes of the Build” card pack. It featured cards of five heroes, including the “Fearless Fighter of Fast-Spreading Flames.”

Irwin Tools’ recent limited-run baseball card effort (a print run of only 250) featured real people — winners of its regional Ultimate Tradesman Challenge skills contests. “It was something to get the guys excited and to share with their friends and their families,” said Cheryl Mehrmann, Irwin’s director of marketing. “It was very well received by the competitors.”

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