Slugger Custom Bat

The Challenge: Louisville Slugger wanted to introduce a new design platform that would allow baseball enthusiasts the opportunity to create a one-of-a-kind, personalized Louisville Slugger bat. Slugger reached out to Doe-Anderson to help spread the word about sluggercustombats.com. The goal was to land coverage in niche baseball and softball outlets in additional to top tier media.

 

The Solution

After launching sluggercustombats.com in sync with the souvenir bat launch, Louisville Slugger released two additional bat lines including the MLB PRIME line and the Fastpitch LXT. Each bat-line launch targeted specific journalists and influencers to avoid overlapping outreach and to maximize consumer impressions.

Doe-Anderson leveraged awareness of the brand by highlighting the best features of each bat line, building a multitier media list, reaching out to key influencers, generating talking points for the media, writing scripts and creating pitch language.

Reaching Key Influencers

Doe-Anderson reached out to key social influencers within the industry and media outlets where they knew potential Louisville Slugger consumers were.

Adjusting Our Message for Our Target Markets

To target both Fastpitch and fitness reporters, Doe-Anderson drafted two versions of the LXT press release to increase the probability of the story being picked up.

The Hard Truth about PRIME

For the launch of the PRIME bat line, Doe-Anderson stressed the major improvements of the bat to industry media experts focusing on the new EXO Armor finish and the ink-dot approval.

Differentiating the Brand

We set the MLB PRIME line apart from other bats by stressing how the bat is exactly like the ones pros use on the field.

The Results

PRIME print placements in Men’s Journal and Athlon Sports. Online coverage on What Pros Wear, Baseball America and Pro Baseball Insider. Broadcast and radio coverage on MLB Network and Yahoo! Radio.

PRIME print placements in Men’s Journal and Athlon Sports. Online coverage on What Pros Wear, Baseball America and Pro Baseball Insider. Broadcast and radio coverage on MLB Network and Yahoo! Radio.

Social media mentions from key baseball influencers including MLB Network reporter and host Heidi Watney, SB Nation reporter Eric Simon and Forbes sports reporter Darren Heitner.

Social media mentions from key baseball influencers including MLB Network reporter and host Heidi Watney, SB Nation reporter Eric Simon and Forbes sports reporter Darren Heitner.

Fastpitch print placements in Big Time Softball and Softball Magazine. Online coverage on Just Bat Reviews, FastpitchTV and FloSports.

Fastpitch print placements in Big Time Softball and Softball Magazine. Online coverage on Just Bat Reviews, FastpitchTV and FloSports.

PRIME Mother’s Day coverage with an impression total of 203,458,897 for print readers and 3,504,424 for broadcast viewers.

PRIME Mother’s Day coverage with an impression total of 203,458,897 for print readers and 3,504,424 for broadcast viewers.

39,654,384 social impressions and 902,200 likes/hearts.

39,654,384 social impressions and 902,200 likes/hearts.

Souvenir online bat coverage with 26,802,746 unique monthly visitors and online placements with Sports Illustrated, Refined Guy, Cool Material and Baseball America.

Souvenir online bat coverage with 26,802,746 unique monthly visitors and online placements with Sports Illustrated, Refined Guy, Cool Material and Baseball America.