FOXPRO

Enter360’s principal was a hardcore predator hunter building his own calls when he met the founders of FOXPRO. Electronic callers were new technology, and the market was dominated by imports. FOXPRO was small but gaining momentum: one brother was the hunter, the other the electrical engineer, and they made their calls back home in Pennsylvania. That was a story worth telling, and a company that could take over its market.

When the engagement began, FOXPRO was selling direct, active in forums, and working with a small network of partners and ambassadors. The product was strong and gaining traction, but there was no coordinated national campaign and very limited presence in print.

The brand behind the name

Enter360 served as agency of record for six years, leading brand strategy, national advertising, media buying, PR, copywriting, and catalog development. The campaign built FOXPRO’s first national advertising presence across the leading outdoor publications, secured premium placements and editorial coverage, and established consistent brand visibility across the predator hunting market.

Launch one thing at a time

The product roadmap had more features than the market could absorb at once. Enter360 advised on rollout timing: hold features back and release them one at a time, so every time a competitor caught up there was something new. Product launch campaigns combined advertising, PR, and catalogs into coordinated pushes. Ideas from the field fed the roadmap too, including a feature that switched the caller to a distress sound at the gunshot, which FOXPRO later released under its own name.

From a cardboard box to a retail shelf

As FOXPRO gained traction and moved toward major retail, products were still shipping in plain cardboard with loose fill. It worked for fulfillment and missed every opportunity for in-store visibility. Enter360 developed FOXPRO’s first retail packaging and display system, scalable across SKUs, and turned packaging into a primary marketing surface. That system enabled the rollout into Bass Pro Shops and Cabela’s and increased brand presence across high-traffic retail environments.

Where it stands

FOXPRO brought its marketing in-house years ago and has since grown far beyond this engagement on its own. The work shown here describes that era. FOXPRO is a registered trademark of FOXPRO, Inc.; no current affiliation is implied.