Who is your client? What are its media goals?
Matthew Wagner: Buell Motorcycles is an East Troy, WI-based manufacturer who targets the more experienced rider looking for a well-engineered bike. Now a subsidiary of Harley-Davidson, Buell's media goals in this case were to highlight its 25th anniversary and successful management structure, and [to] promote two new models to a national audience.
Time is a high-profile outlet, but what makes it ideal for Buell? How did you pitch reporters and editors there?
Wagner: Not only does Time have a large circulation, it also does a great job with features that combine the business story with the personality behind the company. We had a... pitch focused on how Erik Buell, a former motorcycle racer, began the company... on the farm he grew up on and how Buell produces 12,000 bikes a year, half of which are exported to the international market.
Did you media train Erik Buell for his interview with reporter Kristina Dell? What other information did you provide to clinch this placement?
Wagner: We did go over messages with [Buell] for his interview, but the real key to this placement was getting the reporter to travel to Wisconsin for the actual 25th anniversary event in July. There she lived Buell, mingling with company employees and also talking with Buell owners who had showed up to join in the celebration.
What was the impact of the hit?
Wagner: The piece generated a tremendous amount of online chatter among the core Buell rider group. Sales and interest in the company are up right now when the motorcycle industry is down. So Erik [Buell] and the other Buell executives were pleased with our work.
Name: Matthew Wagner, senior counselor at Carmichael Lynch Spong
Placement: Time, October 20, 2008
Pitch timeline: Six months