“If Don’s return to racing was a tribute to determination and perserverance, On’s sponsorship of the three-time Olympian is a lesson in loyalty. Don’s contract with the eight-year-old shoe company was due to expire after the Hawaii Ironman. Instead of walking away, On decided to re-sign him for another three years.
“Our brand has been founded around athletes and optimism and the true athlete spirit,” said David Allemann, one of the company’s three founders. “When (the crash) happened, our team was there with him and was experiencing it first hand. That was kind of a fight or flight moment and we felt that it would be completely contrary to what our spirit was in terms of athleticism and optimism if we walked away. So we decided to fight together with Tim.”
And Don, who has been involved in the sport since his teenage high school years, fought hard. As he worked himself back into shape, Hinton and On were there to capture it all.”
“They might tell the CEO that brand awareness or consideration have gone up, but that isn’t what a chief executive wants to know. He wants to understand what marketing investment is doing to financial results. And that is an area too few marketers understand, according to Rajamannar.
the problem is that most marketers fall into one of two groups: they are either classically-trained and understand the 4Ps, consumer psychology and insight but lack knowledge on data and digital, or they are data-driven and digitally savvy but have a “shabby” understanding of the foundational principles of marketing.”
“Clients spend too much time, money and effort in the wrong places,” said one European planner “— all driven by the fear of being left behind. Living in this stressed state they’ve forgotten how to be a good purchaser of creative services.”
“First, companies don’t focus on a content area where they can be the leading provider of that information to a particular audience. To cut through all the clutter and build a loyal audience, they need to deliver amazing information.
The second mistake is consistency, he adds. “Generally, it takes 12-18 months for a content-marketing strategy to start delivering revenue of some kind,” Pulizzi says. “Sadly, most brands do not deliver consistently over that period. If we have a weekly newsletter, we should be delivering at the same day and time each week and never miss. Content is a promise to our customers. If we don’t deliver, they simply will forget about us and seek out other information.”