How We Helped Illusion Systems Launch Their Innovative Food Plot System

The Brand & Their Challenge

If you’ve hunted whitetail deer in the Midwest, chances are you’ve heard of Illusion Systems or The Deer Society. Owned by the Dukart brothers, JJ and Chris, Illusion Systems is well-known for their deer calls and other hunting-related products specific to whitetail deer. The Dukarts and their team were hard at work developing a new product to help hunters attract and harvest large bucks more successfully each year. This new product was a food plot system that gave hunters the ability to plant, fertilize, and replenish a consistent food source for whitetail deer.

This new product was to be the first of its kind—an all-in-one seed and fertilizer system sold together. While the market for deer seed has been well-established, the Dukarts knew they had to educate consumers on this new all-in-one system and the benefits of using all applications together for maximum success.

Our Solution

Creating Demand

The Illusion Systems team has a great track record of producing high-quality video content on their YouTube channel, The Deer Society. They consistently create 'hunt breakdowns' and podcasts where they dive deep into training and discussions on all things related to whitetail deer hunting.

Given the excellent content we could leverage and identifying the digital spots where their target customers were spending the most time, we helped the team develop an infomercial. The infomercial would both entertain and educate their target customer about their new product, demonstrating how it worked and the results of the planted food plots during hunting season.

Cost-Effective Production

To keep upfront costs low, especially considering the costs of producing a long-form, direct response video asset like this, we worked with a hunting-specific network and negotiated a deal where the network would earn a commission on each order the infomercial produced.

Attribution Tracking

For attribution tracking, we built custom landing pages and used a unique domain to drive all traffic from the infomercial. Each week, we provided the network with a report from orders attributed to the infomercial, and they would deduct their commission from an escrow account.

Win-Win Setup

This setup helped reduce our risk of pre-paying for airtimes and gave the network the ability to use our video asset more when performance was high, thereby earning a higher rate than if they were to sell the spot individually at their list price. It was a win-win situation.

The Results

The infomercial and launch of the new food plot systems on their website and Amazon was a resounding success. It generated over $75,000 in new revenue and provided their sales team with great leverage in getting this new product into big box retail stores like Bass Pro Shops and Tractor Supply.