This years release of new bows to the market was full of teasers, tidbits and pure marketing genius, or was it? The king of marketing tricks for the 2011 season was without a doubt Bowtech. They began with teaser videos posted across the net that alluded to a one of their new bows, the Assassin. Late in 2010 they released the Assassin along with the rest of their line, minus their flagship bow. Rather than release the 2011 Bowtech flagship bow during the same time period as their other bows, as well as the lines from most other major manufacturers, they elected to save the final unveiling for the ATA show on January 6th. There were hints, a veiled image on their website and all sorts of rumors surround the release of the “Invasion.”
Anyone who reads archery related message boards will have undoubtedly come across multiple threads trying to first guess what the Assassin was, then the Invasion at a later date. This provided huge amounts of hype for Bowtech for several months as people fought, squabbled, guessed and moaned about the impending release of the bows. Archery Report saw huge jumps in searches related to “Bowtech 2011″, “Assassin” and “Invasion” along with other words and combinations. So much in fact that by far the number one searches leading to the site and pages accessed on the site were all Bowtech related.
Marketing genius? Perhaps. It certainly benefited this site in terms of traffic, especially the day the Invasion was unveiled and the site traffic doubled. On the other hand, message boards were littered with negative posts about hate for Bowtech for teasing and dragging things out, often punctuated with phrases such as “I’ll never buy Bowtech again” and “They’ve lost me as a customer!” Which leads me to ask, was all the hype worth the disgruntlement as well? Why are people so upset that Bowtech didn’t release their products with everyone else? Is this the type of marketing strategy that will continue and expand in the future?
Personally I found the hype fun for the most part, but at times a bit tedious. In my opinion the naysayers really have no ground to stand on; Bowtech is not bound by any laws or rules that say they have to unveil their product during any specific time frame. I chalk most of it up to message board trolls and internet anonymity that had people belly-aching about Bowtech’s methods. They probably did lose a few customers in the end, but overall the vast amount of hype and advertising had more people talking Bowtech than all other brands combined.
What do you think? Did Bowtech market with ingenuity and brilliance or just irritate you?