Garmin 2007 Annual Report Download - page 18

The same brand of innovation that goes into creating our top-quality
products plays a big role in Garmin’s marketing. Our messages
remind consumers how a nüvi, a Forerunner or a GPSMAP can make
their daily lives easier. And, to bring this message to consumers, we
use our own in-house advertising agency—people who know the
products better than anyone else.
Garmin holds the distinction of being the first GPS company to run
an ad during the Super Bowl. Our spot aired in February 2007, when
superhero Garmin Man used his nüvi to stop the evil Maposaurus. The
commercial was only on CBS for 30 seconds but continued generating
attention through editorial mentions and re-airings in several major
markets after the game was over. Garmin also leveraged the internet
to get even more exposure by posting video extras on YouTube, holding
blog contests and setting up MySpace pages for the characters in
the commercial.
Another historical television ad came in June when Garmin teamed up
with The Tonight Show with Jay Leno to perform the show’s first live
commercial in 12 years. Products also made appearances throughout
the year in popular television shows such as The Amazing Race, 24
and Wheel of Fortune.
In the fourth quarter of 2007, Garmin ran the “At Map’s End” promotion
in partnership with the DVD release of Disney’s Pirates of the
Caribbean: At World’s End. This included online games, a special pirate
ship icon for nüvi, web banners, print advertising, a sweepstakes and
point-of-purchase displays in all Best Buy and Circuit City stores.
“Give a Garmin” television, radio, print and internet advertising ran
during the holiday season, and several retailers like Best Buy and
Wal-Mart used Garmin-designed point of sale and merchandising
displays from Black Friday forward. Garmin had a total of 8,000 in-store
displays for the fourth quarter, compared with 1,500 placements
during the same period in 2006.
Garmin pushed to achieve market saturation in the outdoor and fitness
market and became a familiar name at sporting events around the
world. In the United States, Garmin sponsored nine marathons, two
triathlons and three major cycling events, along with the Southern
Kingfish Association Tournament Trail. Garmin was an associate
sponsor of #66 NASCAR racing car.
Additionally, the Garmin store on Chicago’s Michigan Avenue continues
to increase brand awareness while selling products and educating
hundreds of customers each month. This high-touch, high-tech
consumer experience is located in one of the highest foot-traffic
retail locations in North America and is a great way to showcase more
than 60 products and more than 100 accessories to the public.
With the acquisition of distributors in Germany, France, Spain and Italy,
the Garmin name is becoming even more prevalent across Europe.
The United Kingdom office coordinates partnerships, promotions,
distribution, retail offerings and point-of-sale displays for more effective
dissemination of the Garmin brand across markets. Also in the U.K.,
Garmin is the primary sponsor of the top English Premier League
Middlesbrough football, with Garmin’s logo featured prominently
on every uniform.
In Spain, Garmin has exclusive status as the main sponsor of the Real
Betis Balompié football club. At the Barcelona Salón Náutico tradeshow
Garmin displayed 40 marine units— including the GMR™18, and the
4000- and 5000-series chartplotters— for maximum brand exposure.
In the second quarter Garmin Italy promoted their “With Garmin Win
America” promotion with radio ads and point-of-purchase displays.
Winners received a trip for two to New York City. Garmin exhibited
in the Genoa Boat Show and the EICMA Bike and Moto show in
Milan and also sponsored Team Milram in the Giro d’Italia three-week
long-distance professional road bicycle race in Italy.
Germany offered a shop-in-shop solution for consumers to purchase
Garmin navigation devices inside Saturn automotive dealerships in
Munich, Bochum and Cologne. A prominent fourth-quarter vehicle
campaign posted signage inside and outside busses and taxis in
seven cities.
16
We sang Carol of the Bells at church
before Christmas … but our 4-year old
sang ‘Give-a give-a give-a Garmin’.
G., TESTIMONIALS PAGE 22
LEADING THE MARKET WITH A WORLD-CLASS BRAND