Luring big retail clientsWith a new marketing plan and product packaging, a small fishing tackle manufacturer snags big deals. (FSB Magazine) -- Lindy Little Joe, based in Brainerd, Minn., was a regional manufacturer of fishing tackle until it hooked a new CEO - former Hewlett-Packard salesman Ted Takasaki. He launched a new marketing campaign and took the business national. Revenues grew to $10.4 million in fiscal 2007, up from $8.5 million in 2003. TAKING THE BAIT A weekend angler, Takasaki started winning major walleye tournaments and attracted Lindy Little Joe - named after two top-selling lures - as a sponsor. Lindy's owners were looking for a tech-savvy manager to spur growth and asked Takasaki to take the helm. CASTING OUT Tired of the high-tech industry, Takasaki, now 49, accepted the challenge. He redesigned product packaging so that it was more colorful, and updated supply-chain software, making it easier to fill and ship orders. Those moves helped snag deals with big retailers such as Dick's Sporting Goods and Wal-Mart. To keep production humming during slow months, Lindy (lindylittlejoe.com) plans to expand into hunting gear. |
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