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Ep 376: Mastering Brand Storytelling with Niclas Bornling - The Craft Sportswear Strategy
12 ideas de marketing sacadas de «Ep 376: Mastering Brand Storytelling with Niclas Bornling - The Craft Sportswear Strategy», de DTC Podcast. Sobre todo…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 50 min
- Publicada en 2024
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Canales de adquisiciónSalomon creó Salomon FreeSki TV en 2007, un canal propio de YouTube, en vez de comprar placements en ski movies de terceros. Eso les dio ownership del medio, de la conexión y de la historia. Ahora cada marca outdoor tiene su canal, pero Salomon fue early mover. Own the media = own the story.
and somebody in that room just said let Let's Just Launch our own YouTube digital media based Channel and we'll call it someon free ski TV and we're going to make X episodes per year and it started out I mean in the beginning we I think we had like 10 10 episodes it became 15 episodes and I don't know if we ever reached as much as 20 which was way too many at the time um and it got scaled back afterwards but we we pretty quickly had a lot of views I mean just within a few years we had amass something like a million views and then you started looking at um how many eyeballs we were reaching…
Escúchalo en el minuto 19:44
90% storytelling, 10% amplificación
Marca y posicionamientoBuen marketing es 90% story y 10% amplificación. Si no hay buena historia, amplify solo produce más de nada. La amplificación sin historia es dinero quemado.
uh am a firm believer that good marketing is 90% storytelling and the other 10% this amplification of that story but if you don't have a good story it really doesn't matter how much you amplify it it's a little bit like you know you put in and uh if you amplify it you'll just get more 100% And I think one of the things I see with the brands that you've worked with
Escúchalo en el minuto 4:21
Tres caminos para entrar en retail especializado
Canales de adquisiciónHay tres paths: (1) Crear demanda yourself como Nike — para grandes marcas. (2) Ganar recomendación del store como Brooks — educando a los vendedores sobre qué problema resuelve tu producto para cada tipo de runner. (3) Disrumpir con wow factor como Hoka/On — donde la forma del producto ya cuenta la historia.
you're either brand that is generating consumer demand yourself right the in general these are bigger Brands it's the Nikes and the Adidas of the world right that just creates demand and people will be aware of its presence and probably already think that they that's what they want to have right when they go running so these are brands that are driving traffic to any kind of Outlet in general then there are the brands that are seeking to get the recommendation of a third party and there are really uh amazing brands in that space such as Brooks would be a great example right uh Brooks is a…
Escúchalo en el minuto 37:07
Vender entry no es el problema — vender through sí
Canales de adquisiciónTodas las marcas se preocupan por getting in (get shelf space) pero el challenge real es sell through: que la gente compre y vuelva. Demasiadas marcas pagan demasiado por distribución y muy poco por educar al retail sobre cómo vender su producto. El foco debe estar en shoes on feet, no en getting in.
space yes absolutely and and the thing is that selling in is different it's difficult no question about it but it's possible Right the there's always going to be the store or the shop or the buyer at the shop that that wants to try out something new the real difficulty is to sell through and I think that way too many brands in this space and and many other brands um pay too much attention to selling in and and too little attention to selling through and then is it literally just about educating is it about going in and wh is it is it like is it like far is it like Pharmaceuticals where you're…
Escúchalo en el minuto 36:07
Mensaje y copywritingContent significa 'algo que llena un vacío'. Tratar las historias de marca como content es tratarlas como commodity. Las palabras importan: si dentro de la marca no tratan el storytelling con respeto, nadie afuera lo hará. Hay que poner lo que se hace en un pedestal.
and on with the show I refuse to use the word content when it comes to valuable brand storytelling I think that as soon as you use the word content you've gone wrong because the definition of content is something that FS a void right it just fills an empty space and I when you look at the stories that a brand is putting out there it should never be viewed as filling a void in any company that I have ever worked for any brand that I've ever worked with one of the few things that I hold sacred is to never look at anything that we do for marketing as use the word content when it comes to…
Escúchalo en el minuto 1:27
Con $100K: invierte en recomendación de specialty stores y ambassadors locales
Canales de adquisiciónCon budget limitado, en vez de ads, Niclas propone programas que conecten directly con tiendas specialty que ya venden la marca: ambassadors que trabajen con esos stores y las comunidades runner locales alrededor. Objetivo corto: ganar la recomendación en área geográfica limitada. Eso escala orgánicamente porque el ambassador ya tiene credibility.
uh I would put it in um in gaining recommendation from running specialty in programs that enable um us to have a a direct connection to shops that are that is carrying craft footware today that would be where I put it in I would put it in ambassadors that are working closely with those stores and the local running communities that surround those stores as well I would aim as a as a short-term objective um to gain the recommendation in a geographically limited area around those stores that are carrying it that's that would be the very first thing that I would put the money in sounds like a…
Escúchalo en el minuto 46:56
La marca es más grande que el producto: es una idea que la gente quiere integrar
Marca y posicionamientoUna marca es una idea que la gente quiere ser parte de. Cuanto más exclusive parece, más la gente quiere pertenecer. Las marcas más exitosas construyen un club, no solo una tienda. Esto es lo que hace que alguien quiera escuchar en vez de ignorar.
circulating around the idea that a brand is is bigger than the product that it sells that a brand is an idea that uh that people want to be part of um and the more secret that is uh the more you're not allowed to be a part of it uh the more you want to be a part of it that the exclusivity right so as I the beginning too about wanting it wanting your brand to be a club that like not everyone gets into or that it and I I look at Houdini specifically and
Escúchalo en el minuto 6:25
Marca y posicionamientoSalomon pasó años haciendo cosas en las sombras, sin glamour, hasta que Rihanna salió con unas Salomon en un escenario de moda. Todo ese trabajo callado construyó la biblioteca de historias que hoy les permite explorar y bring back a culture. Lo unglamorous de hoy es el material de storytelling de mañana.
what I what I keep saying is that it's it's because of um all the uncool things that we did for many years in the hidden that nobody saw that has created a library of stories so once again stor is right that we're now able to or is now able to just basically explore and uh Dive Right into and and bring those things back into um into culture i' I'd be interested to talk
Escúchalo en el minuto 13:42
Convierte base existente antes de buscar nuevos usuarios
Retención y relación con el clientePara una marca que expande categorías (Craft va de apparel a running shoes), el primer paso es activar a los que ya conocen la marca. CRM, email y comunidad existente son más baratos y más efectivos que paid media nuevo. Solo después de agotar el existing base se justifica invertir fuerte en paid.
heavy emphasis on on email in the company the first stage of uh of growing the running footware uh category for uh for craft is to get people that is already aware and they're already using the brand right and the Brand's been around in in first layer in running Apparel in cycling apparel and other categories for quite a while so there's already a community of people that is aware and and using the brand it's actually one of the ogs of Endurance Sports that exists it stems out of Nordic skiing so getting those people to convert and uh and buy running footware is the first step and that is…
Escúchalo en el minuto 44:18
Marca y posicionamiento'Sostenibilidad' se ha diluido hasta ser meaningless por greenwashing. 'Responsible' o 'responsable' implica accountability integral sobre cada aspecto del negocio, no solo el producto. Es más honesto y más difícil de lavar. Houdini usa esto para diferenciarse de los que saltan al tren de sostenibilidad sin hacer el trabajo.
responsible which word should we not use uh sustainability sustainability because it's just it's too General it has too much too many yeah there there's different ways to approach that but yeah I mean there's two two aspects to that Eric you know first and foremost the word has been dragged in the mud yeah um and it's uh it's now a generic expression for somebody who's trying to do the right thing or may not be trying to do the right thing but you know so green washing is definitely part of the the space of sustainability overall and and the other aspect to it is I'm not really sure exactly…
Escúchalo en el minuto 29:42
Hoka >$1B revenue, On ~$1.2-1.4B: challenger brands pueden escalar rápido en footwear
Medición y experimentosHoka y On, ambas fundadas en 2009-2010, grew a más de $1B revenue en una década. Los founders de Hoka fueron ex-Salomon, y su insight fue crear un shoe que flota sobre cualquier superficie (como un ski en powder), opposite al minimalist trend del momento. Eso demuestra que hay espacio para más players incluso en markets aparentemente mature.
incomes um hul and on and I don't know exactly their revenue numbers but they're both well north of a billion dollars yeah in like when did Hoka start even Hoka founded 2009 so they've been around for a while yeah same with an has been 2010 and it it's worth mentioning that the founders of Hoka are all EX Solomon people Sean Luke was the president of Solomon uh during a a long period of time the most Innovative Visionary creative period of Solomon's time was under Johan Lick's leadership um and when he left Solomon um one of the things that he did was started um uh fixing and bringing to life…
Escúchalo en el minuto 33:49
Marca y posicionamientoHoudini拒绝 vender quantity: 'no necesitas 100 camisas, necesitas 3 para los próximos 10 años.' Esa stance anti-overconsumption genera tribal belonging más fuerte que cualquier certificación. La gente compra la causa y el producto es secundario. Esto es lo opuesto a greenwashing: es behavior change como positioning.
countercultural sort of theme running through them I think it was on I was on their LinkedIn page and it was like whether you're getting together for an outdoor event or to start a revolution it's better to go with people and so and and they sort of have this like countercultural you know mentality of of being against overc consumption all their products are meant to last for you know for Generations they're all you were explaining to me a little bit about the Fabrics about how I I didn't even realize about fabric waste like how much how much fabric waste of from like Fast fashion gets you…
Escúchalo en el minuto 25:49
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