You're going to want to see this on a computer.
This concept hits with the force of a hurricane. Why? It hits twice. Listen to this.
Revolin needed to connect nature and performance.
They had unbelievably innovative products, but felt their message was lost in the noise.
My relationship with Revolin Pickleball started through a close agency relationship of mine in hey.u marketing. I was brought in to help find a way to make the natural elements as exciting as the performance element every pickleball player desires. In a marketing landscape dominated by "the hot new thing in speed and pop" this was a battle.
But I knew it was worth it. Because the same feeling I had, learning they used lava rock, flax fiber, and structures inspired by the mantis shrimp, is one we all feel. The awe of nature. And they were Michigan-based. What's not to love. The greater challenge, in fact, turned out to be uplifting the science, while recognizing the need to sell.
Together, we took a step back from marketing, and looked at their foundation.
I used open-ended interviews to find connections and friction points between the desires and perceptions of the key leaders. From there, I wove together their words to build their heart and pitches.
Then I was able to do a thing I love—taglines.
A tagline is so much more than a phrase on a paddle, poster, or soft good. It's a rally cry that echoes the employee, customer, and flows through the marketing of the company. And sometimes, you can use the second place tagline elsewhere.
Speaking of short words, paddle name conventions came next.
I helped the team think through the best way to create cohesive paddle names. While other competitors leaned on power, greek mythology, numbers, or galactic terms, the most flexible approach was to use Michigan-based parks, abstracted.
Let's talk about audience. Can't forget them.
I took some pre-existing research and applied the audience personas in a way that was more attainable for sales and reps. It's one thing to write a line, and another to teach how they engage.
Put all this together, and you can make some fun collateral.
