Polaris Taps Penn Garritano as DM Agency

Share this content:
Polaris Industries Inc. named Penn Garritano Direct Response Marketing, Minneapolis, as its direct marketing agency of record after a yearlong search.


The agency will handle Polaris' ATV, Victory motorcycle, snowmobile and watercraft brands. Four undisclosed direct marketing shops pitched.


"The mandate from the client is to create a stronger and more rewarding relationship between both Polaris and its national dealer network, and Polaris and their dealers and their customers," said Steve Penn, CEO and executive creative director at the agency.


Polaris is the nation's largest manufacturer of snowmobiles. It joins Penn Garritano clients like Pfizer Animal Health, Deluxe and Medtronic.


Several Minneapolis-area agencies had worked with Polaris on a project basis. But the Medina, MN, company sought a longer-term relationship with a shop for responsibilities for database, creative, production and strategic planning. Penn said the size and scope of the account is still being determined.


"Some work we just need to hammer away on immediately, and there are a number of longer-term, more complex plans which we will develop and execute starting in 2003 and moving into 2004," he said.


The agency will use direct mail, online ads, e-mail, promotions and events. But the mix has not been firmed.


Polaris also tasked Penn Garritano to develop metrics for measuring the return on investment of the company's marketing spending.


From a branding perspective, the agency will seek to create a national community of loyal outdoor enthusiasts for engendering loyalty to Polaris.


"The challenge," Penn said, "is to segment its markets and take their dealer and customer communications, messaging and overall marketing to the next level of effectiveness and profitability."


Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above