Opportunuty
Werner Paddles is recognized globally for producing the world’s finest paddles—a reputation built on rigorous engineering and meticulous attention to every detail from design to construction. However, our distribution channels did not match the same level of innovation, presenting a challenge: how could we best educate both retail staff and customers about the unique features and advantages of each paddle?
Solution
We approached Werner’s marketing materials with the same dedication and precision as their engineers. To address the challenge, we developed a streamlined communication system that was consistently implemented across all channels—from catalogs and point-of-sale tags to the website. Notably, we created a “Guide to a Good Fit” on the website, built in the early 2000s, well ahead of the AI era. This required developing an interactive database and a custom algorithm to help customers identify the ideal paddle for their needs. The platform also served as an effective training tool for new sales staff by highlighting the features and benefits of each paddle.
The result?
By building a website and supporting marketing materials that simplified the buying process, we ensured customers could easily find the best-fitting paddle for their needs. The solution proved so effective that retail staff adopted it as a comprehensive training resource. While competitors were content with basic designs, Werner continually pushed boundaries—refining shaft thickness, introducing indexing and feathering, and utilizing advanced manufacturing processes to deliver the best, stiffest, and lightest paddles available. Our marketing materials effectively communicated these innovations, helping to set Werner apart in the industry.
The result?
By building a website and supporting marketing materials that simplified the buying process, we ensured customers could easily find the best-fitting paddle for their needs. The solution proved so effective that retail staff adopted it as a comprehensive training resource. While competitors were content with basic designs, Werner continually pushed boundaries—refining shaft thickness, introducing indexing and feathering, and utilizing advanced manufacturing processes to deliver the best, stiffest, and lightest paddles available. Our marketing materials effectively communicated these innovations, helping to set Werner apart in the industry.
