david pace
DESCRIPTION
High profile shoe endorsement deals are not unusual for top-level athletes…unless you’re talking about fuzzy-lined sheepskin boots. Getting creative with strategic partnerships and relationships is what got Tom Brady, the NFL marquee man with legions of male and female fans, to step into a deal with UGG. David, who helped negotiate the deal, will share insights on identifying and attracting the right athletes to your brand.TRANSCRIPT
JUST FOR KICKS
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Background
Rapid Top-line Growth
• Goals
• Establish UGG Australia as the leader in casual footwear for men
• Commitment
• Money
• Time
• More money (multiplier) to let people know you have the athlete
• Product
• Product
Strategy
It all begins with the Brand
•Brand Strategy drives the Sports Marketing Strategy
•Sports Marketing Strategy must derive from and support the overall Brand Strategy
Strategy
UGG Australia Brand Essence
Luxury Comfort
Goal of Campaign
Give Men Permission to wear UGG Footwear
• Create Awareness
• Reassess the Brand
• Icon that is aspirational to the audience
Sports Marketing Strategy
Icon Strategy: Who is the Oprah for men?
Sports Marketing Strategy
Icon must embody the Brand Essence
•Attributes:• Authentic
• Leader
• Admired and Respected by men, women and children
• Talented
• Sophisticated and Fashionable
• Great Character
• ★Wears UGG
• ★Lifestyle
• ★Endorsement Profile
• ★Family
• ★Long-Term View
Anxieties?? We had a few!
• Will it work?
• Will it damage the Brand?
• How will our female customers react?
• Our Retailers?
• We’ve never done an endorsement or even a marketing campaign!
• Tiger Woods Syndrome
ROI
• Business Plan
• Goals and Objectives
• Measures of Success
• Must Be Diligent
Ad CampaignAd Campaign
• Insights:
• Men have a barrier to trial
• Men will reject outreach if it’s derivative of women’s ads
• Challenge: Consistency
• Men will try it if someone they respect wears it and they are given a functional reason for wearing it
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Television
Results
• Sales: Double Digit Growth
•Awareness: Dramatic Jump
Star Equity
Definition:
•star (stahr) eq-ui-ty (ek-wi-tee) noun: Celebrities invest their “star power” in a company rather than cash and receive stock or other equity in return
Star Equity
• Connects the celebrity’s interest more closely with the success of your Brand/Company
• Pay for Performance
• Allows smaller companies to compete with the “Big Brands”
50 cent from Reebok to Vitamin Water
Jennifer Aniston from Vitamin Water to Living
Proof
