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.
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.
Abramovich, G, (2013), The evolution of new balance’s social strategy. Retrieved from: www.digiday.com/.../the-evolution-of-new-balances-social-strategy/