ClickZ Sports Equipment - 10.10.2024

PLUS: CCM’s Private Equity Expansion

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 7 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from AdWeek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Vail Resorts' My Epic Gear program offers a flexible ski and snowboard rental service, allowing users to access top brands and swap gear based on conditions. With a $50 membership and daily fees, it provides convenience and variety, especially for occasional skiers and families with children.

Exciting news in the sports industry: Swedish private equity firm Altor is set to acquire a majority stake in CCM Hockey, a renowned Canadian brand established in 1899. This move highlights the growing interest of private equity firms in the sports sector, where partnerships with popular leagues attract dedicated fans and investors. CCM's products, favored by hockey stars like Auston Matthews and Sidney Crosby, are poised for growth in new markets and segments.

The acquisition aligns with recent trends, as private equity firms increasingly invest in sports-related businesses. This trend is evident with the NFL, NBA, and MLB allowing limited investments from such firms. The deal, expected to close by year-end, aims to expand CCM's reach and capitalize on the dynamic sports market.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More to Discover 🏸

Marhar Snowboards, a cherished West Michigan brand, is closing after 15 years. Known for high-quality, custom snowboards, Marhar's closure is a significant moment for the Michigan snowboarding community. The company will auction its assets online on October 7-8, including:

  • Snowboard production equipment

  • Wood and metalworking machinery

  • Power and hand tools

  • Marhar-branded apparel

  • Office furnishings

The auction, hosted by Orbitbid.com, allows interested parties to preview items at Marhar's Fruitport facility on October 7-8. This closure reflects broader challenges in the snowsports industry, such as climate change and economic pressures. While it's a farewell to Marhar, it's also a reminder of the industry's evolving landscape and the opportunities for growth and innovation that lie ahead.

Natasha Singer's article explores the Carhartt Ball in Talkeetna, Alaska, where locals share survival stories linked to Carhartt clothing. Her reporting highlights the unique Alaskan culture and the transformative impact of storytelling. Singer's experiences with Outside magazine enriched her career, offering diverse adventures and insights into remote communities.

Steep and Cheap's fall Camp Clearance offers significant discounts on camping gear, perfect for outdoor enthusiasts. Highlights include Marmot's lightweight sleeping bag, Stoic's affordable tent, and Big Agnes' versatile camp table. These deals provide excellent opportunities to prepare for future adventures while enjoying the current season's benefits.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division