Brooks: Running Towards Smooth CRM Practices

Source: https://postfunnel.com/brooks-running-towards-smooth-crm-practices/

Welcome to PostFunnel’s 22nd episode in the Seven CRM Commandments series – where we analyze one brand’s basic CRM tactics.

This week, we’re analyzing Brooks Running, the American company that designs and markets high-performance running shoes and gear.

Ready to find out how they score and rank against the rest? On your marks, get set, go!

1. Be Transparent 8/10

In a recent press release, Brooks announced that it had joined a new coalition, the Running Industry Diversity Coalition (RIDC), for running brands and runners that support and represent Black, Indigenous and people of color (BIPOC)

The point in being transparent as a brand is humanizing it. And joining such an initiative and making it public playing into that value exactly, while, of course, supporting the cause of ending systemic racism in the running industry.

“Brooks and HOKA are brands comprised of people who love running. We are committed to continuing the work of representing our sport—and all runners—in authentic ways, and to making the joy of movement accessible to everyone. We are proud of the work RIDC has committed to doing and look forward to seeing progress made within the industry and sport we all love so much,” Brooks CEO Jim Weber and HOKA ONE ONE President Wendy Yang said in a joint statement.

2. Incentives and Perks 6/10

When analyzing the brand, we couldn’t find promotions or other incentives and perks right off the bat.

The brand does have a sale category that offers customers deals, but this is not the same as offering special incentives for customers to build long-lasting relationships.

And only towards the bottom of the HP did we notice this signup offer:

3. Be Relevant 6/10

We have analyzed many other brands to date that show recognition for global events such as climate change or the coronavirus pandemic in one way or another.

Whether it be empathy, new offerings, a dedicated “commonly asked questions” page, or simply mentioning how the product/service has been affected, like possible shipping delays.

Unfortunately, we couldn’t find any of the above on Brooks’ website asides from the curbside pickup banner all the way at the bottom of the HP, with the text that reads: “Get curbside pickup or same-day delivery. All fees on us.” Curbside pickup is a buying method that became more popular since social distancing is a thing.

Furthermore, since Halloween is coming up as well as the Fall season, perhaps a banner or some coloring alterations would have been nice to have to get into that festive mood.

We did give the brand a couple of points here due to their recent coalition on systemic racism (which is probably in response to BLM protests from the summer) mentioned in more detail in the first commandment above.

4. Be Helpful 10/10

In honor of Gabe Grunewald, a distance runner who lost the battle to cancer, Seattle-based Brooks Running shoes partnered with the Fred Hutchinson Cancer Research Center.

Grunewald, who represented the United States at the 2014 IAAF World Indoor Championships, partnered with Brooks Running shoes back in 2010.

And now, Brooks is introducing a special edition Launch 7 in honor of the late Grunewald, “Brave Like Gabe Launch 7” and all proceeds will go to cancer research.

5. Realtime Personalization 5/10

What’s neat on the Brooks website is the ability to build your own shoes and bras to personalize them to your specific fit, needs, and likings.

When looking for a bra, you can design the shape that suits your body perfectly:

 

This process is excellent for the customer experience as you can literally design the bra of your choice and then get a list of bras to choose from according to your specific needs.

If you’re still unsure, you can ask Gurus questions about gear. “Get expert tips on selecting the right running gear, advice on gifts for your favorite runner…” as they put it on their website.

After adding items to your cart and using the shoe finder feature (more detail on that below), we couldn’t help but notice this messaging from the brand – which shows how they value the personalization factor of customers:

*************

Save your recommendations

You’ll never forget your perfect shoes when you shop because we’ll do the remembering. Create an account or sign in for instant access to your recommendations.

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However, all these capabilities and options will help their score on our next category below. And here we are looking for that more automated realtime kind of personalization. And, as with other brands, no realtime retargeting efforts were implemented by the brand, and we didn’t notice any upselling or cross-selling techniques either.

6. Master UX 10/10

Our overall experience with the brand was great. Their website is clear and simplistic, making it easy for runners to find what they’re looking for – at top speed.

The personalization options described above are fantastic.

The shoe finder feature allows customers to find the perfect shoe in less than 5 minutes by filling out all of the desired qualities: where they will be training (road, gym, trail), how many mile runs, the purpose of the run (health, marathon, or more) and even if they’ve endured any injury in specific areas of their legs.

The whole shoe finding experience was exciting.

At the end, they recommend you with a list of perfect shoes to choose from according to all the questions you filled in.
The details of the products are presented to customers in a truly unique and engaging way. Details on a smooth transition, soft cushioning, plush fit, and so much more are super helpful both for the professional and beginning runners alike.
Finally, we love the neat way of presenting the star ratings and real customer reviews here:

7. Leverage Social Media 10/10

Brooks’ Instagram account boasts more than 600k followers. The brand knows what it is doing on this platform, using the Insta Story Feature, and posting high-quality content in high frequency. Including the Rundestober challenge with Boston Marathon Champion Des Linden:

On Facebook, the brand has over 1.5 million likes. With several local accounts, Brooks is actively engaging its running community in so many ways – that work!

On Twitter, not only does Brooks promote its own products and challenges, but it also tweets on the upcoming U.S. presidential elections, among other events in the world. They also use the platform to promote giveaways, provide a glossary of weird running words, and so much more.

**

Overall, Brooks is getting a 55/70 here (79%) placing them firmly within the leading bunch. Well done!

It’s evident that the company’s marketing and CRM teams are trying to cover all bases – with 3 perfect 10s and no score below 5.

Offering customers promotions that make sense at this time are a great way to strengthen and create loyal customer relationships. And by deploying realtime processes will push them into the top 5 for sure. The faster Brooks realizes this, the better!

Here are the full rankings of all the brands we analyzed to date:

  1. Pets at Home 91%
  2. Lowe’s 90%
  3. Petco 90%
  4. Target 87%
  5. Uniqlo 86%
  6. West Elm 81%
  7. Brooks Running 79%
  8. Best Buy 78%
  9. Etsy 76%
  10. The Body Shop 74%
  11. Gymshark 73%
  12. Iceland Foods 71%
  13. Total Wine & More 70%
  14. Tommy Hilfiger 70%
  15. Walgreens 70%
  16. Kohl’s 70%
  17. Buy Buy Baby 68%
  18. Fiverr 67%
  19. Next 63%
  20. Patagonia 61%
  21. Burberry 60%
  22. COS 57%

We publish a new analysis every week, so watch this space for more brand analyses coming your way!

The post Brooks: Running Towards Smooth CRM Practices appeared first on Post Funnel.

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NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

Firing on All Trendy Cylinders: How Coca Cola Is Coping With Drop in Sales

Source: https://postfunnel.com/firing-on-all-trendy-cylinders-how-coca-cola-is-coping-with-drop-in-sales/

Believe it or not, but even Coca Cola, the soft drink mega-giant, has been hit quite hard by the coronavirus pandemic. The company reported a disappointing 33% drop in second-quarter earnings while its global sales plummeted 28% during the lockdown.

In response, it was widely reported this week that Coca Cola is discontinuing yet another drink from its beverage selection. Tab, introduced in 1963 as its first diet soda beverage, then targeted at women as a low-calorie refreshment – is the latest to be terminated.

To help cut costs and ease the strain on supply chains, Coca Cola also plans on dumping other “zombie brands, products, flavors and packaging” that simply aren’t the real money-makers for the brand.

“More than half of Coca-Cola’s 400 brands are ones with ‘little to no scale’ and have sales that represent only 2% of total revenue,” as reported on CNN.

“We’re challenging ourselves to think differently about our brands to accelerate our transformation to a total beverage company,” said Cath Coetzer, the company’s global head of innovation and marketing operations.

“This isn’t about paring down to a specific number of product offerings under our brands. The objective is to drive impact and growth. It’s about continuing to follow the consumer and being very intentional in deciding which of our brands are most deserving of our investments and resources and also taking the tough but important steps to identify those products that are losing relevance and, therefore, should exit the portfolio.”

Coca Cola is also going through some other restructuring to combat the virus’s harmful effects, which includes layoffs and a revamped marketing strategy.

“We are shifting to prioritizing fewer but bigger and stronger brands across various consumer needs,” said James Quincey, Chief Executive Officer at Coca-Cola.

Part of the reason for all this has to do with half of Coca Cola’s sales coming from cinema and movie theatres, which have been closed for the past several months in most countries across the globe.

Still a Cultural Staple

While sales are down, Coca Cola and its main brands are still among the most recognized globally. This status is something the company will have to leverage when it starts climbing back to the black.

Fittingly to its cultural relevancy, the producers of “No Time to Die” poured 8,400 gallons of Coca Cola on Italian street for James Bond. Using it for some positive PR is a smart move.

Though a movie stunt hasn’t quite yet saved Coca Cola, the beverage giant plans to revamp its marketing strategy to ensure high-quality messaging by re-evaluating its investments and digital spending. One way of going about it is to tap into a major, helpful, relevant global trends.

As recently reported on PostFunnel, Coca Cola is working to ensure its entrance to the popular hard seltzer market and the alcoholic beverage business with its new Topo Chico.

Additionally, since the pandemic broke out, Coca Cola launched its first global campaign, The Great Meal, stepping into the food market.

Also, joining other brands we’ve talked about recently, Coca Cola recognizes the human impact of their business and has decided to embrace The Ceres Roadmap 2030.

“Today’s business environment is constantly shifting. To continue to succeed, The Coca-Cola Company must tackle global systemic risks that threaten the health and prosperity of the broader economy and the planet,” said Quincey.

“The Ceres Roadmap 2030 is a bold action plan for companies to grow and strengthen their businesses while taking on critical environmental and social issues.”

The post Firing on All Trendy Cylinders: How Coca Cola Is Coping With Drop in Sales appeared first on Post Funnel.

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Invoking Die Hard the Movie to Promote the Battery

Source: https://postfunnel.com/invoking-die-hard-the-movie-to-promote-the-battery/

Auto Zone’s new commercial is presented as a film, albeit just a two minute one, called “DieHard is Back.” It’s set to draw the attention of all who remember the movies featuring Bruce Willis as John McClane.

The description on the YouTube video is:

“A new chapter in the DieHard story begins. Watch as John McClane faces off against old foes and crosses paths with old friends. From fighting his way to Advance Auto Parts to racing against the clock to install his new DieHard Battery – McClane will stop at nothing, to start his car again. “

As Variety observed: the commercial is packed with “easter eggs from the franchise, including an appearance from McClane’s limousine driver, Argyle, and a scene in which McClane bashes an enemy over the head with his own brand of car battery.”

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It also plays on taglines, ending with Argyle calling out, “Yippee ki yay.” “Hey, that’s my line!” insists McClane.

The target audience would appear to be those of a certain age who are old enough to have seen the movies in theaters when they first came out and so appeals to nostalgia. But it also follows the formula for successful ad content for today’s generations: Don’t Make Ads: Make Engaging Entertainment.

It certainly succeeded in driving engagement. The teasers for the film were put out to promote it just like a full-length feature, and that got thousands of likes and mentions on Twitter.

Capitalizing on the name connection seems so obvious now; one wonders why it wasn’t done earlier. Like so many other times we’ve seen something and then wondered how it wasn’t done before. Either way, it’s great marketing we can all take example from.

A better way to define your VIPs

The post Invoking Die Hard the Movie to Promote the Battery appeared first on Post Funnel.

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NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more