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Shooting Industry August 2012 Digital Edition - Page 36
Mike Jensen, president of Carl Zeiss Sports Optics, with the new VICTORY HT, has unleashed a number of programs to advance the Zeiss brand. Iconic Brand Unleashes Premium Optics, Aggressive Marketing And Enhanced Dealer Support ZEISS SHARPENS FOCUS By Russ Thurman Jade Moldé arl Zeiss Sports Optics is attract- boutique product line — and present the to drive consumers into the dealer’s store. ing a lot of attention in the mar- brand to independent dealers and say, ‘We That’s what we’re doing for the dealers.” ketplace, much of it directed at are here for you,’” Jensen said. In a very short time, Zeiss has made the company’s new VICTORY changes to attract consumers’ attention. HT binocular that offers 95-percent light Dealer Support “This year, we have a new advertisJensen is firm in his company’s support ing agency and we have an entirely new transmission. In addition, Zeiss has become more visible — more mainstream of independent dealers. advertising look. All of our packaging is “If independent dealers aren’t making new, with an emotionally high-quality — with aggressive ad campaigns, television sponsorships, upgraded warranty pro- money on your product line, they won’t packaging concept. We have all-new grams, promotions and consumer rebates. carry it; they’re not healthy and everybody point-of-purchase material and all-new The driving force behind the “aggres- loses. This industry is based on the inde- hangtags, which identify the key features sive” Zeiss is Mike Jensen, who became pendent retailer. If that independent dealer to the consumer,” Jensen said. president of Carl Zeiss Sports Optics on can’t survive against modern retailing — Jensen says when consumers look at Internet and chain stores — and he can’t a “sea of binoculars in a showcase,” they Sept. 1, 2011. “I’m very excited about the opportuni- be profitable, this industry is in trouble,” need to quickly learn the product’s key adty I have with Zeiss. This brand has been Jensen said. vantages. overlooked. For lack of a “When a consumer looks better term, it’s been kicked into the showcase and asks, I am 100-percent focused on supporting to the curb. We’re changing ‘What’s that No-Fault Policy dealers’ profitability. That’s my number one that very aggressively and tag mean?’ — all of a sudvery quickly,” Jensen said. den, we’re communicating philosophy in this company. Jensen has 25 years of inthrough our point-of-purMike Jensen, president, Carl Zeiss Spots Optics dustry experience, including chase material to the conZeiss is directing a lot of effort into its sumer through the dealer. The consumer retail sales, wholesale distribution, and senior positions with other premium optic dealer program. knows the benefits, and the dealer has the “Our product line has to be profitable, confidence to support our brand,” Jensen brands and gun companies. “I grew up on a retail gun shop floor, and dealers must have faith that we are go- said. filling soda machines for the family busi- ing to support them,” Jensen said. “It was Zeiss’ new No-Fault Policy was anness when I was 6 years old. I’ve spent very important for us to push our support nounced in March. years in the industry and I understand to the next level. We have to do the appro“We have one of the strongest warwhat dealers need. Now I have an oppor- priate marketing so consumers understand ranties in the industry, and consumers tunity to take a brand like Zeiss — which the benefits of our products. It’s our job know that. On top of that, through the Nois traditionally understood to be more of a as a brand — it’s not the dealer’s job — Fault Policy, we’re saying if a guy spends 36 AUGUST 2012 C Subscribe to SI DIGITAL www.shootingindustry.com