Schumacher Electric Corporation | Power in Positioning

Commercial & Industrial, Consumer & Retail, Digital Marketing, Public Relations
Challenge

Schumacher Electric Corporation, the global leader of automotive aftermarket power conversion products including battery chargers, jump starters and portable power offerings, engaged with Pierpont to build brand awareness, position the company as an industry thought leader, and provide marketing and PR support for new product launches targeting both the pro and consumer audiences. Additionally, Pierpont was tasked with laying the foundation for a corporate social responsibility platform and looking for innovative partnership opportunities.

Objectives

As part of Pierpont's initial engagement with Schumacher, the major objective began with local media outreach centering on Schumacher's relocation to Forth Worth and the appointment of CEO, Mikey Leech, to heighten brand awareness in a new geographic market. 

Solution

Initial media outreach was followed by a proactive media relations campaign launching the new Rugged Lithium Ion Jump Starter, which included gift guide placements and influencer engagement marketing, in addition to print, broadcast and digital coverage. Pierpont also laid the groundwork for the Ultra Capacitator Pro and EV Charger product launches in 2022, which were delayed due to supply chain issues during the COVID pandemic and positioned other priority Schumacher products for seasonal media opportunities. 

Thinking outside the box, Pierpont leveraged an existing relationship with a local homebuilder focused on green construction, who installs electric vehicle charging stations in all its homes and struck a deal for Schumacher to be the exclusive provider of Level 2 EV Chargers. Additionally, Pierpont is working with Texas A&M Task Force 1 and Team Rubicon Disaster Response to develop a philanthropy program where Schumacher products are donated for use during disasters, humanitarian emergencies, and health crises.

Results

To date, Pierpont’s initiatives have resulted in significant coverage in high profile broadcast, print, and digital media outlets including The Today ShowWorth MagazineThe Dallas Morning News, Dallas Business JournalDallas InnovatesKRLD CEO SpotlightD MagazineYahoo and CNET. The Today Show segment on “Gadgets to Keep you Warm,” resulted in a 5200% increase in heated blanket sales, an e-commerce rating of 10.7% and Amazon wanting to feature the product as one of its winterization trends. 

Our engagement with influencers including Big Race Chief, Auto Repair Guys and others resulted in a 15-minute Instagram live segment with Chris Fix, who has the world’s largest automotive DIY channel on YouTube with eight million subscribers and nearly 800K Instagram followers. 

Media Wins 10
% Increase in Sales 5200