Acquired by Adidas for $3.8 billion in 2005, Reebok has undergone a significant image shift and has developed an entirely new ethos. Once a sports apparel brand alongside the likes of Nike and its parent company Adidas, Reebok traditionally produced specific products for top level athletes. Today, its focus has shifted to the fitness market, where it has carved out a key space. In fact, the brand has chosen to refer to the core of its business as ‘fitness’ rather than ‘sport’, which is a significant shift, and it’s one that seems to be resonating with its customers.
Reebok’s is a story of a brand fundamentally adapting its core message to remain as relevant to consumers as it can. Reebok rose to prominence in the 1980s with the sale of serious running shoes, and its move back toward personal fitness echoes its heritage more than a lot of people may realize. When a brand is in the process of making an image shift catch on, marketing efforts are more important than ever as the honed message is pushed out globally.
Blair Hammond is Head of Global Editorial at Reebok. She is a strategic storyteller who has worked behind the editorial desk at a number of publications and across a variety of corporate departments, executing internal communications and consumer-facing digital campaigns. Her professional experience includes dynamic multimedia and print content creation at national and international brands.
Ahead of her presentation at the Digital Marketing Innovation Summit in San Francisco this September 11 - 12, we sat down with Blair to talk all things digital marketing at a global fitness brand.
1. How did you get started in your career?
I began as a business journalist. I was a magazine editor for five years and loved the opportunity to talk to the C-suite directly about their challenges and successes.
2. How far and in what ways do data & analytics inform your marketing strategy?
We use key technology platforms that track impressions, engagements and web analytics. But the metrics that help the Reebok Newsroom the most are the ones that help us predict virality of trends—shares, speed of traffic, etc.
3. What key metrics should brands be looking at to assess their digital engagement strategies?
It’s easy to drive traffic to a branded destination by using paid advertising. But driving qualified traffic and potential consumers who will convert to sales is more important. That means measuring things like time on site and social engagement over traffic numbers and simple click throughs.
4. How can brands best maintain consistency whilst pushing their content across different channels? i.e. Social media and email marketing
It begins with having a clear view of your consumer, how they behave and the type of content that resonates with them. There have to be brand guidelines to ensure that content across platforms is consistent and exceed the goals it was created to achieve. But those guidelines have to factor in the different consumption habits and demands across the digital landscape. The last thing you want to do is resize a billboard for a mobile phone.
You can hear more from Blair, along with many other industry leading digital marketing executives, at the Digital Marketing Innovation Summit this September 11 - 12 in San Francisco. To see the full schedule, click here.