OPTIMA® powers people's passions
How do automotive enthusiasts maximize vehicle performance to go the extra mile on the race track? How do avid fishermen maintain their boat’s endurance to stay out on the water longer?
They get help from OPTIMA® Batteries, the high-performance AGM batteries from Johnson Controls and its Power Solutions business.
Because they deliver superior power to high-demand applications both on the road and in the water, OPTIMA is the battery of choice among performance enthusiasts of every type.
According to Garth Cole, director of global product marketing for Power Solutions, "they want to power their passion and never worry about the battery. So they choose OPTIMA." Enthusiasts around the world buy over 1 million OPTIMA batteries a year.
Johnson Controls’ patented Spiralcell Technology® is why OPTIMA batteries are extremely resistant to vibration and other harsh elements, making them ideal for the off-road and abusive conditions that accompany enthusiast activities.
Another benefit to enthusiasts: an OPTIMA can be deeply drained and recharged many more times than a conventional battery, which means more running time for water sports or car audio systems. This robust design also enables these products to withstand the tough conditions of industrial and commercial vehicles.
Unlike most batteries, OPTIMA is sold online thanks to the sealed, leak-proof case that qualifies them for air shipment. OPTIMA batteries are also sold at leading auto retailers, specialty shops and wholesale clubs.
Despite all its benefits, the product performance alone won’t win the hearts of this special breed of consumers. The OPTIMA brand must be entrenched in the enthusiast lifestyle and speak the language of each niche of consumers.
Accordingly, marketing to them requires going beyond traditional media and methods. Johnson Controls Power Solutions is doing just that. The business is taking a highly targeted approach to print advertising and other communication channels, tailoring each marketing message to a specific segment of the market. Corvette owners, for example, will see an OPTIMA ad featuring Corvette taillights in their Corvette Enthusiast magazine. Gone are the days of the generic performance automotive ad.
Power Solutions is also using social media to create communities of enthusiasts. Cole explains: "We're launching an ambassador program called 'Power Pack Nation'. People who are really passionate about what OPTIMA represents can join this on-line community, exchange information and be part of the lifestyle they love – all while interacting with our brand."
It's not all virtual, though. Take the OPTIMA Ultimate Street Car Invitational in Las Vegas, for instance. Builders, drivers and manufacturers of high-performance aftermarket products show what they can do on a closed-circuit road racing course, which is then aired on the SPEED channel.
It's just one more way that OPTIMA powers people's passions.
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