Building the Brand Behind the World’s Most Trusted Predator Calling Brand

I was a hardcore predator hunter building my own calls when I met the founders of FOXPRO®. Electronic callers were new tech dominated by Chinese imports. FOXPRO® was small but gaining momentum. Mike Dillon was the hunter, his brother Steve the electrical engineer and they made their calls back home in PA. That was a story I could tell and I knew I could help them take over the market.

Their products were solid, but the company was still focused mostly on engineering and grassroots promotion. Sales were largely direct-to-consumer through their website and partners like All Predator Callers, with very little traditional advertising, no retail packaging, no catalogs, and they hadn’t exhibited at SHOT Show yet.

I understood the market and knew exactly how these products were used in the field. I approached Mike, made a proposal and we began a long-term partnership as their agency of record.

I led the strategy and creative direction for the brand while managing a dedicated team inside my agency. Because my agency was already buying media across more than thirty outdoor publications, I was able to leverage that buying power to secure better placements, better pricing, and significantly more exposure for FOXPRO® than they could have achieved on their own.

I led development of national advertising campaigns, launched coordinated product releases supported by PR and editorial placements, and created the company’s first retail packaging system to support expansion into major retailers like Bass Pro Shops and Cabela’s. I also introduced catalogs, trade show presence, and retail product display systems that elevated the brand’s visibility. I field-tested new products and fed that experience back into product development, feature roadmaps and marketing.

By the time my company’s engagement ended, FOXPRO® had grown from a small niche manufacturer into the #1 brand in the predator-calling market with a loyal, cult-like following among predator hunters.