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ASICS | Behind the Brand
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ASICS | Behind the Brand

Introduction to Behind the Brand

Overview of the Show

  • Shannon Scott introduces herself as the Director of Advertising and Marketing Communications at ASICS America.
  • The show "Behind the Brand" aims to feature influential people and provide insights for business growth.

Shannon Scott's Journey to ASICS

Career Path

  • Shannon shares her unique journey into marketing, starting with a college friend who worked at ASICS.
  • She recalls recognizing ASICS shoes from her cheerleading days, leading to an immediate job offer.
  • Shannon has been with ASICS for 25 years, highlighting her long-term commitment to the brand.

Understanding ASICS as a Brand

Brand Philosophy

  • ASICS is an acronym for "Anima Sana In Corpore Sano," meaning "A Sound Mind in a Sound Body."
  • Founded in 1949 by Kihachiro Onitsuka, the brand aimed to uplift post-war communities through sports.

Product Range

  • While running is their core focus, ASICS also offers products for various sports including baseball, basketball, and volleyball.

Marketing Strategies at ASICS

Digital Engagement

  • Shannon discusses how marketing has evolved over the past decade, emphasizing digital connections with consumers.

Experiential Marketing Initiatives

  • They created engaging events like racing elite athletes (e.g., Ryan Hall), which went viral and won awards.
  • Another initiative involved setting up a treadmill on a truck for consumers to experience marathon pacing firsthand.

Content Distribution Channels

Social Media Presence

  • ASICS utilizes platforms like YouTube, Facebook, and Twitter for global content sharing.

Targeted Marketing Approach

  • The marketing mix includes both traditional (TV ads targeting niche programming) and digital strategies.

Consumer Segmentation Insights

  • They identified two main consumer archetypes: skilled experts and unlimited competitors based on behavior in sports.

Content Strategy and Brand Positioning

Integrated Marketing Approach

  • The speaker emphasizes the importance of a comprehensive marketing strategy that integrates various channels such as mobile, social media, and in-store promotions to create a cohesive program.

YouTube Content Strategy

  • The brand tracks consumer interests to tailor content on platforms like YouTube, focusing on running tips, nutrition advice, and product specifics to engage their audience effectively.

Engaging Consumers with Product Knowledge

  • There is a strong emphasis on providing detailed information about products, catering to consumers' desire for knowledge about features and benefits of athletic gear.

Competing as a Challenger Brand

  • The speaker discusses the mindset of viewing their company as a challenger brand against giants like Nike and Adidas, highlighting the importance of setting both short-term and long-term goals for growth.

Learning from Mistakes

  • Acknowledging that success often comes hand-in-hand with failure, the speaker encourages embracing mistakes as learning opportunities while trusting one's instincts in decision-making.

Advice for Female Entrepreneurs

  • The speaker advises women in business to cultivate self-confidence and passion while advocating for their ideas. Speaking up is crucial for success in male-dominated environments.

Challenges in Marketing Outreach

  • While there are no major concerns keeping the speaker awake at night, they express a need for more personnel to support growth initiatives within the marketing team.

Collaborating with Influencers

Director Marketing Insights with Shannon Scott

Importance of Brand Consistency

  • Shannon Scott emphasizes the value of having dedicated individuals who remain loyal to the brand, contributing to its stability and growth.
  • The discussion highlights that consistency within a team is crucial for maintaining brand integrity and fostering long-term relationships with customers.
  • Scott expresses gratitude for the good people involved in the brand, indicating that strong personnel are key assets in marketing efforts.
  • The conversation suggests that a cohesive team can enhance overall performance and effectiveness in achieving marketing goals.
Video description

ASICS is a challenger brand best known by serious runners, get Behind the Brand and discover their secrets to success. --------------------- Become a Brand Master! Subscribe! http://full.sc/1zMoWtX --------------------- ASICS is a challenger brand best known by serious runners, get Behind the Brand with me and head of marketing Shannon Scott and discover their secrets to success --------------------- Follow Behind the Brand -- Google+: http://full.sc/1livM9h Facebook: http://full.sc/1zMqp3q Follow Bryan Elliott-- Twitter: https://twitter.com/BryanElliott Instagram: http://instagram.com/1goodbrain For business inquiries: http://full.sc/1kIxWaZ ASICS--Behind the Brand http://www.youtube.com/user/BehindTheBrandTV Join my Group: https://www..com/BryanElliott and get exclusive access to Behind the Brand full-length video episodes. These are VOD style videos you can watch and re-watch anytime...anywhere -- while in your jammies if you wish. This is much better than having to get all dressed up...paying $2,500 plus flights and hotel for an expensive seminar ticket to learn from someone amazing, at some event run by strangers, that costs a fortune. Instead you can enjoy these masterclass-style videos in privacy on your own for about the cost of a cup of coffee.