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Digital Marketing Overview of The North Face

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Overview of The North Face's Digital Marketing Efforts

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  • #25. If you are going to capitalize on this area, understand that the listener audience is obviously going to be larger and more sensitive to how things are done and said in their communities where they use North Face products. I am from the Southeastern area of the US. The Carolinas to be exact. While some might consider my comment to be prudish, so be it. I have been a consumer of North Face products for 30 years. My college kids still have and use the backpacks I gave them to use in the first grade. We do a lot of long range hiking in our locals from GA to Maryland. Short camping trips to the coast and such. Having been in design and marketing for 25 years, I can tell you that consumers, when hearing references to their geography are sensitive to how things are pronounced. North Face has a large following of committed consumers from the areas between the lower South east and the Mason Dixon line. Like many around the country who are sensitive to how things are pronounced in their areas, so are we. A recent online North Face ad on iTunes talks about the many uses of its products and the different geographical areas in which these products are used-one being the Appalachian mountains or as we like to refer Appalchia. Lesson one. We do not hike the Oppalochian mountains. We do go to the Opera, not the Apera. Want to know how annoying this is to hear. As an educated consumer, because of this lack of insensitivity to the consumers range of dialect, I would not be interested in buying a product. No one consumer is more important than the other; however, every consumer is important enough for marketing to realize the importance of dialect and the best way to use it. Get it. Got it. Good.
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Digital Marketing Overview of The North Face

  1. 1. THE NORTH FACE DIGITAL MARKETING JOURNEY
  2. 2. 2
  3. 3. 1968 : MISSION STATEMENT “MAKE THE BEST PRODUCTS IN THE WORLD”
  4. 4. 1977 : MISSION STATEMENT “EXPEDITION PROVEN”
  5. 5. $258M 2002 2012 $1.9B 2008 LAUNCHED e-COMMERCE IN U.S. 2009 LAUNCHED e-COMMERCE IN EMEA 2002-2012 REVENUES
  6. 6. ACTIVITY BASED MODEL
  7. 7. TOTAL GLOBAL OPPORTUNITY
  8. 8.  Purposeful Protection :: Warm. Waterproof. Durable. Prepared.  Drive for Performance :: Technical. Innovative. Top of the line. Let me push my boundaries.  Unencumbered Enjoyment :: Inspire me, bring out the best in me. Gear that is designed for my activity. KEY NEEDS  Multi-billion opportunity  Most active segment  Purchase and own the most TNF gear  Permission to drive share with this group  Competitive with themselves KEY CONSUMER SEGMENT: HIGHLY ACTIVE PEOPLE
  9. 9. Athlete Tested, Expedition Proven (Reason to Believe) Lifetime Guarantee (Reason to Believe) Innovation Purposefully-crafted, Iconic design Equip more people to experience the thrill of pushing themselves in the outdoors Superior protection and durability in the most extreme environments POINTS OF DIFFERENCE
  10. 10. $1.9B 2012 2017 $3.3B 5-year CAGR: 12% $3.3B 2017 REVENUE GOAL
  11. 11. DIGITAL – KEY TO GROWTH
  12. 12. JULY 2008 E-COMMERCE LAUNCH 2008
  13. 13. ROLE OF DIGITAL MARKETING AT THE NORTH FACE  Inspire and Entertain  Inform and Drive Product Knowledge  Fuel Global Expansion with Digital
  14. 14. 2010 RE-LAUNCH
  15. 15. DIGITAL ECO SYSTEM
  16. 16. Expanded from 500 attendees per event to 90k viewers per event
  17. 17. YOUTUBE / INSTAGRAM
  18. 18. U.S. FREESKIING 2014 OLYMPIC UNIFORMS
  19. 19. INFORM AND DRIVE PRODUCT KNOWLEDGE
  20. 20. BEFORE AFTER MOBILE OPTIMIZATION
  21. 21. THE NORTH FACE – 2013 SEARCH DEMAND
  22. 22. ENABLE GLOBAL EXPANSION
  23. 23. RED FLAG CAMPAIGN  651,000+ red flags planted in 18 days  Reached over 2.2M  106% increase in dealer sales
  24. 24. WHAT DID WE LEARN?
  25. 25. WHAT WE LEARNED – THINGS TO THINK ABOUT FOR 2014 1. Produce and Curate More Video Content 2. Mobile is Key to Growth 3. Invest in Social Media 4. Own the One-to-One Relationship 5. Digital is Transforming the Global Landscape
  26. 26. 30 THANK YOU!

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