Running
Head: New balance social strategy
The primary strategy
used by new balance is the social strategy. Back in the days, new balance would
adopt a page on the space social networking page where it would do its branding.
However, with the changing times, it has adopted a new social strategy that is
mainly concentrated in the making of humor and educative video materials. It is
now bigger and better as it has been widely spread through the other social
media sites like face book, twitter, instragram and many more (Abramovich,
2013).
The company has widely
spared its prospects in the social media in a bid to approach the market using
scalpel techniques other than using the short gun perspective to things. This
therefore involved monitoring consumer trends especially regarding the media
channels they prefer to use and how they use them so that new balance could
develop means to improve on its value and quality to their customers
(Abramovich, 2013). Despite the major diversification that new balance has adopted,
the branding theme is still very consistent with the motto whose main goal is
to provide excellence in service, particularly directed towards the athletes in
attaining their goals.
New balance’s social
content strategy is majorly governed by the following rules:
Introduction of people
to the right products through communicating to their clientele regarding issues
other than the shoe features. It does not just stop there. Instead of giving
information about just the shoe, they go ached to educate their clientele on
the benefits of the shoe and how best they can be of service to them especially
in meeting their needs (Abramovich, 2013). They have device every shoe for a
particular target market and know just how to relate to that particular market.
For instance in the development of the NB heavy duty sneakers, the marketing
line was that the shoes are water resistant and retain warmth. This phrase was
particularly taken very well by the cold weather sportsmen.
The second rule of
operation is to provide tools, information through inspiration and encouragement.
To their target market this aspect is very important and when new balance
discovered this pillar, they chose to integrate it into their system. For instance,
to encourage disheartened clients and to offer a sense of inspiration to other aspiring
athletes, they chose to use a picture that was showcasing the dramatic win by
Kim Conley’s during the United States trials .The message accompanying the
photo was targeted to encourage the fans not to loose hope and that they too
could achieve their goals (Abramovich, 2013). Through this, they not only
market their brand but develop a personal touch with their clientele.
Thirdly, they also
empower customers to help each other. For instance through use of the tweet platform,
their motive is to help connect runners from all over the country in a bid to
participate in the Running marathons. Additionally, they could connect and
communicate with each other once they sign up as participants (Abramovich,
2013). For instance the January 16th tweet was geared towards
connecting runners participating in the run Disney marathon.
Lastly, they celebrate
achievements by America’s sportsmen and sport’s women by using social sites as
congratulatory platform to give their shout outs. For instance, when Brenda
Martinez won the one mile run at the north city games, New balance company sent
out a shout out to her thus acknowledging her success and achievements’ owing
to the fact that she had set a personal best record of 800 meter in the race
(Abramovich,2013).
To carry on the success
of the brand name, new balance has continued to review its posts and previews
especially to new products and also making footages to show customers the manufacturing
process that the shoes pass through before they can be declared fit for
consumer use. This has been through various platforms for instance through use
of the “eminimus high rez,” content whose main goal is to orient customers with
the manufacture of the NB sports shoes (Abramovich, 2013).
It has been very
essential recently for new balance to internalize their social marketing
concept in order to relate effectively with the needs and wants of their
customers. Although they still outsource the function to Almighty, most of it
is done internally.
Recommendations:
It is apparent that the
social marketing strategy is working well for new balance in its quest to
increase the target market for its shoes. However, with the ever changing
technology it may become quite impossible for them to catch up with every latest
social trend which may impede on their sales levels, one way or the other. In this
sense therefore, I recommend that alternative marketing strategies which could
work bets for the company be implemented. This way, they may impact on a larger
community of people even those that are not able to constantly keep in the
social sites. For instance, through organizing family fun days, they can be
able to impact on all round clientele ranging form parents to their children
and even be able to get corporate endorsements.
Reference
Abramovich, G, (2013),
The evolution of new balance’s social strategy. Retrieved from: www.digiday.com/.../the-evolution-of-new-balances-social-strategy/
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