Speedo is an example of a small business, Australian division, that has managed to stay in market leadership for nearly a century while changes rage all around (the logo is a boomerang). It is an example of people finding joy in solving a problem they are passionate about, in this case swimmers designing the best suits for competition and recreation. The Olympics sponsorship and reputation make it seem a much bigger company than it is.
Speedo will be 100 in 2014, yet they are doing up to the minute marketing. The Gap and other clothing retailers are discovering if they pass out coupons to their employees, the coupons have a very good return. It is affinity marketing, very tightly directed.
Speedo is doing the same now, with customers too. Since I am a customer they say pass this Speedo $10 off discount code to your friends and family. OK! I want more Speedo gear, with which they will reward me. But more to the point, since I can see the click-throughs from this blog and monitor the activity at Speedo, I can get a sense of how well this tactic works.
So go ahead, lotta new stuff and stuff on sale, if you're going to buy swim gear anyway might as well get it on sale now. I'll tell you how this performs in say a month.
Feel free to forward this by email to three of your friends.
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| wikipedia |
Speedo is doing the same now, with customers too. Since I am a customer they say pass this Speedo $10 off discount code to your friends and family. OK! I want more Speedo gear, with which they will reward me. But more to the point, since I can see the click-throughs from this blog and monitor the activity at Speedo, I can get a sense of how well this tactic works.
So go ahead, lotta new stuff and stuff on sale, if you're going to buy swim gear anyway might as well get it on sale now. I'll tell you how this performs in say a month.
Feel free to forward this by email to three of your friends.
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