Campaign Concept Development
Dyna-Glo craved nationwide growth, so they needed to spark the big box retailer’s imagination (and shelf space) before peak barbecue season.
VisualFizz accepted the challenge and orchestrated a four-week collaboration that translated the brand’s diverse lineup into a single retail-ready narrative.
The shared goal: position Dyna-Glo as the big box retailer’s most versatile outdoor cooking partner while delivering a turnkey plan buyers could launch with every seasonal reset.
VisualFizz produced a full-funnel marketing program that aligned perfectly with the big box retailer’s sales cadence. The engagement combined campaign ideation, asset creation, omnichannel strategy, and a buyer-facing pitch deck.
The catch? VisualFizz completed all the deliverables within a four-week sprint.
Core Objectives
Without an in-house marketing team, Dyna-Glo enlisted VisualFizz to:
- Craft compelling campaign concepts that differentiate the brand.
- Produce polished creative teasers and a data-backed pitch deck for corporate buyers.
- Outline an integrated media plan covering email, social, paid search, Google Shopping, landing pages, and experiential activations.
Strategy Development
Four channel narratives gave buyers a clear, seasonally calibrated roadmap:
Elevate culinary ambition, remove skill barriers, celebrate international flavors, and showcase product relevance every day of the year.
Each approach layered chef authority, influencer credibility, user-generated proof, and QR-powered content to move shoppers from inspiration to in-aisle action.
VisualFizz developed the following concepts:
- Backyard Bistro – Chef-Led Culinary Elevation: Step-by-step tutorials, live cook-alongs, and #BackyardBistro UGC revealed restaurant-quality dishes on any Dyna-Glo grill.
- Grill More, Stress Less – Simplified Outdoor Cooking: Influencer reels, quick-tip series, and seasonal content proved that crowd-pleasers needed only a dependable Dyna-Glo unit.
- Flavors of the World – Global Techniques, Local Retail: Weekly videos featured Brazilian churrasco, Korean barbecue, and Mediterranean grilling. QR-enabled packaging drove shoppers to free recipe downloads and spice-brand bundles.
- Seasons of Comfort – Year-Round Product Utility: Blog posts, email newsletters, and in-store displays linked grills to summer gatherings, patio heaters to fall tailgates, and indoor heaters to winter comfort, giving every SKU a timely spotlight.
Creative Asset Production & Pitch Deck Design
VisualFizz delivered a crisp visual toolkit that sells at a glance. Five lifestyle teasers ignited interest, and a buyer deck converted that interest into action with seasonal tie-ins and cross-sell logic.
Consistent typography, clean grids, and high-impact imagery proved perfect alignment between Dyna-Glo’s story and the big box retailer’s merchandising goals.
- Teaser Suite: five high-resolution lifestyle mock-ups highlighted product quality, seasonal usage, and campaign taglines.
- Buyer Deck: 30 slides in a black-gray-red palette that mirrored Dyna-Glo packaging guided buyers through benefits, cross-selling opportunities, and projected sales lifts.
- Typography & Imagery: bold headline hierarchy, concise body copy, generous whitespace, and emotive photography reinforced premium quality and outdoor-living appeal.
Omnichannel Marketing Strategy
VisualFizz’s plan for Dyna-Glo offered shoppers a unified journey. The roadmap included lifecycle emails to prompt store visits, social reels to build buzz, PPC and SEO campaigns to capture high-intent searches, and landing pages to funnel traffic to a “Buy In-Store” call-to-action.
Email Marketing
VisualFizz supplied an actionable email playbook that Dyna-Glo and the big box retailer could launch on their own timeline. The agency:
- Mapped a Multi-Stage Lifecycle Plan: defined trigger points for product views, seasonal moments, and post-purchase follow-ups, each with retailer-specific calls to action.
- Recommended Engagement Boosters: suggested single-use coupon codes, store locator links, demo invitations, and post-purchase surveys to turn inbox interest into foot traffic and insights.
- Outlined Seasonal Cadence: set a send schedule that spotlighted grills, smokers, griddles, or pizza ovens aligned with seasonal patterns and cooking trends.
- Detailed Cross-Sell and Upsell Paths: identified accessory and fuel bundles exclusive to the retailer to help raise customer lifetime value.
Paid & Organic Social
VisualFizz assembled a ready-to-launch social roadmap, including the following:
- Targeted Ad Framework: defined audience segments, static image/video formats, and influencer collaboration requirements for Facebook and Instagram campaigns.
- Organic Content Calendar: set posting themes and cadence for Instagram, Facebook, YouTube, and LinkedIn to keep the partnership visible year-round.
- Co-Branding Playbook: recommended demonstration videos, in-store integrations, and joint posts to showcase the Dyna-Glo relationship with the retailer.
- Influencer Alignment: identified DIY, grilling, and outdoor living creators whose content would drive qualified traffic online and in-store.
- Projected Performance: 27.5 million impressions, 575,000 clicks, a 2% click-to-sale rate, and $2.68 million in incremental revenue.
PPC & Google Shopping
VisualFizz outlined a Performance Max blueprint that Dyna-Glo and the big box retailer could activate on Google Search, Display, and Video:
- Product Line Campaign Structure: recommended separate campaigns for gas grills, smokers, griddles, and pizza ovens.
- Proposed Two Asset Groups:
- Asset Group A: paired keywords with first-party and remarketing data.
- Asset Group B: combined keywords with Google predefined audience segments.
- Landing Page Routing: directed ads to retailer product pages to encourage online checkout and in-store shopping.
- Projected Results: 11,000 incremental monthly sales, 2.02 million dollars in revenue, and a 1,212% return on ad spend.
SEO & Landing Pages
VisualFizz provided an SEO strategy that Dyna-Glo could implement to capture high-intent searches and drive purchases:
- Partnership Messaging: recommended emphasizing the Dyna-Glo and big box retailer relationship across all website content.
- Meta & FAQ Optimization: advised updating meta titles, descriptions, FAQs, and product pages to strengthen joint brand signals.
- Product Page Boosts: suggested adding partnership callouts on related product pages to steer shoppers toward retailer listings.
- Branded Search Focus: outlined tactics to elevate Dyna-Glo’s authority and visibility for branded queries.
- Path-to-Purchase Guidance: mapped steps to drive both online and in-store sales through the retailer’s channels.
Community & Experiential Activations
VisualFizz added a hands-on, community-driven layer that turned casual grill buyers into loyal brand champions while boosting the big box retailer’s foot traffic.
Live instruction, social challenges, and on-site demonstrations built mastery, camaraderie, and tangible value.
- Grill Masterclass Certification: multi-level online courses, digital badges, and in-store demo invitations.
- Grill & Chill Series: bi-weekly live streams with pitmasters; #GrillAndChill contests awarded accessories and store coupons.
- Best in the Backyard: transformation challenge with bundled product discounts and patio-furniture cross-promotions.
- Grill Big. Eat Bigger Tour: mobile grill truck, hands-on demos, and event-only discounts in key markets.
Four-Week Execution Timeline
A focused four-week sprint transformed vision into retail-ready deliverables, moving swiftly from research to polished pitch without sacrificing strategic depth.
| Week | Milestone | Outputs |
|---|---|---|
| 1 | Research & Strategy | Messaging framework, seasonal mapping, preliminary media forecasts |
| 2 | Concept Ideation | Two refined campaign themes, tagline testing, rough teaser mock-ups |
| 3 | Asset Development | Final teasers, initial deck build, service-specific strategy slides |
| 4 | Finalization | Delivered the final deck and all assets to the Dyna-Glo team |
Projected Retail Impact
Forecasts translated concepts into increased brand awareness for the big box retailer’s aisles and Dyna-Glo’s bottom line, outlining how the program would grow shelf presence, revenue, and long-term customer value.
- Shelf-Space Expansion: seasonal end-caps, QR-enabled signage, and bundled grill-heater promotions grew the aisle presence.
- Incremental Revenue: paid media projections rose to $4.7 million in monthly gross revenue at optimized budgets.
- Shopper Engagement: live events, certification programs, and loyalty emails drove repeat purchases and boosted accessory attach rates.
Results: A Blueprint for Immediate Sales Lift
The campaign equipped the big box retailer with a plug-and-play growth engine that used seasonal creative, cross-channel tactics, and revenue forecasts built for rapid execution.
Pilot programs enabled VisualFizz to convert projections into year-one gains in traffic, conversions, and category dominance.
Ignite Retail Growth with VisualFizz
Ready to turn product potential into aisle-wide performance?
VisualFizz delivers data-driven campaigns, high-impact creative, and seamless retail rollouts that accelerate revenue and brand loyalty.
Contact VisualFizz today for a consultation.
