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EVI Develops and Produces Proprietary Brand Building, Marketing and Dealer Sales Training Program for Evinrude and Johnson Outboard Marine Engines.

Situation Summary:

With the acquisition of Evinrude and Johnson outboard engines, Bombardier Recreational Products has faced multiple business and communications challenges.

Prior to the purchase, Evinrude and Johnson was bankrupt and out of business for an extended period.  During this absence from the marketplace, competitors took advantage by claiming a large portion of its boat manufacturer's agreements, dealer network and consumer base… seriously damaging Evinrude and Johnson brand loyalty and acceptance.

Bombardier had to intelligently and creatively re-open communication with and rebuild it's vital network of manufacturers, dealers and consumers.

Simultaneously, Bombardier engineers were challenged with redesigning the outdated Evinrude product line, bringing it in-line with stricter EPA requirements and much higher consumer expectations of quality, reliability and performance.

Bombardier has responded with some amazing, cutting-edge engineering… Evinrude E-TEC…a revolution in marine outboard engine design.  Fully aware of the groundbreaking nature of E-TEC, competitors have responded with an intense misinformation campaign aimed at disrupting dealer and consumer acceptance of the new engines. 

With multiple communications objectives ahead, Bombardier turned to EVI to create a strategy and program to clearly communicate with and train all constituents on the facts about:

• Evinrude and Johnson brands and products.
• Groundbreaking E-TEC Engines.

EVI Solution:

EVI created a comprehensive training and consumer marketing program addressing all of the challenges in a timely, informative, educational and entertaining manner.  The video and print program:

Disseminates a clear, consistent message to all constituencies: Bombardier RM's/DM's, Dealer Principals, Salespeople, Consumers,  Boat Manufacturers, Media/Public Relations.

Disarms the misinformation campaigns of competitors.

Strengthens brand perception and loyalty by communicating information in an extremely organized, visually cohesive, professionally produced piece of contemporary media.

Was creatively and technically crafted to be serve as a training piece and an in-store consumer piece.

Increases the closing ratio of salespersons by arming them with the power of product knowledge, and professional selling techniques.

Assures that each salesperson can present an accurate, professional review of the most important features and benefits of each model.

Improves the customer’s buying experience and increase referral business.

EVI's unique qualifications and experience enabled a turn-key program development and project management solution including:

Program Strategy.
Creative Design.
Instructional and user experience design.
Research, Information Synthesis, Scripting.
Video and Print Production.
Testing, Mastering, Packaging, Replication.

About Bombardier:

Bombardier Recreational Products designs, develops, builds, distributes and markets utility vehicles, Rotax™ engines and karts, Ski Doo® and Lynx® snowmobiles, Bombardier* ATVs, Sea Doo® watercraft and sport boats, Johnson® and Evinrude® outboard engines, as well as Evinrude direct injection and Evinrude E TEC™ technologies.

Bombardier Inc., a diversified manufacturing and services company, is a world-leading manufacturer of business jets, regional aircraft, rail transportation equipment and motorized recreational products. It also provides financial services and asset management in business areas aligned with its core expertise. Headquartered in Montréal, Canada, the Corporation has a workforce of some 75,000 people and manufacturing facilities in 25 countries throughout the Americas, Europe and Asia-Pacific. Its revenues for the fiscal year ended Jan. 31, 2003 stood at $23.7 billion Cdn. Bombardier shares are traded on the Toronto, Brussels and Frankfurt stock exchanges (BBD, BOM and BBDd.F).