crocs portfolio compressed
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TRANSCRIPT
2007
Crocs Sponsorship Portfolio Case Study
The Evolution of a Brand
2006 - 2008
crocs?
o began with a unique shoe in 2003
o built global distribution and manufacturing platform
o created a recognized BRANDo largest footwear IPO in history
o market value over $2Bo top 3 footwear manufacturer in world
o over 40 styles and 4 brandso fast International growth
a new category
o brand recognized for comfort, function and style
o enabled by proprietary croslite™material
o wide range of uses and broad demographic appeal
o attractive retail price points
o established global distribution networko over 11,000 US and 12,000 International doors
o over 80 global markets
initial experiential marketing
o 22 Division 1 NCAA Athletic sponsorships
o guerilla college campus teams
o stadium signage, athlete seeding, ads, etc.
o national retail activation: campus and retailers
o 20M+ impressions
avp|crocs tour
o title sponsor of tour
o 18 national events
o onsite coverage, interactive areas and retail
o strong media: 1B+ impressions, 285 TV spots
o national retail activation: Journeys and Dicks
crocs collegiate
avp|crocs tour
NCAA sponsorships
2007 - The Evolution
Staying true to our roots while
pursuing target-relevant ubiquity
2007 Planning
o Engage Marketing hired in late 2006 to
help develop 2007 sponsorship strategy
o Initial challenges include a “target
audience” of age 1 - 101
o Started with segmentation
2007 Planning
o Broke broad audience into defined
segments
o By functional product usage
o Position Crocs as the ultimate “apres-sport shoe”
o Identified largest affinity opportunities
2007 Planning
o Consumer segments / passion points for
sponsorship planning:
o Running / Endurance Sports
o NASCAR
o Golf
o Outdoor Lifestyle
o Winter Sports
Building The Platforms
o Once we identified our “passion platforms”
we then needed to structure our approach
o Started with our objectives
o Targeted awareness
o Experience the brand
o Experiential purchase opportunity
o Build a database for future CRM efforts
o Drive to e-tail / retail
Building The Platforms
o Managing Our Budget and Our Brand
o Needed to focus deals on highest-impact,
most cost-effective “inventory”
o Limited pool of funds needed to go a long way
o Wanted to maintain our authenticity and
credibility as an “emerging brand” - danger of
looking too “corporate”
o Needed to ensure the execution matched our
brand personality
Building The Platforms
o Managing Our Budget and Our Brand
o Minimized media inventory
o For cost / to maintain a grassroots feel
o Minimized traditional sponsorship signage
o Maximized on-site experiential opportunity
o Utilized on-site contact to sell, capture data and drive
traffic back to web / retail
o Activated in a fun way that added value back to the
consumer and represented the brand personality
o Utilized content from sponsorships on Crocs.com
The 2007 Plan At-A-Glance
Target-Relevant Ubiquity
o 300 events
o 20M+ onsite impressions
o 40M+ media impressions
avp
ncaa
the ski tour
nascar
golf
endurance tour
Dicks outdoor adventure tour
Outside magazine stay 30 forever tour
running / endurance
nascar
Golf
Outdoor Lifestyle
Outdoor Lifestyle
the ski tour
Measuring Success
100,000 total opt-in leads
for CRM program
Gauge total # of opt-in data
caps at event / click-though
rates
Drive to e-tail
On average, 86.9% of
people people surveyed
said they are more likely to
consider Crocs for a future
purchase
On-site surveysGenerate future purchase
considerations
X total event sales to dateTracking of event-specific
sales data
Create direct sales
opportunities at point of trial
1.3mm experiential
impressions to-date
Document total # of
experiential interactions -
field team event reports
Create opportunities for
product trial
16.7% of people surveyed
said they had never heard
of Crocs prior to the event
On-site survey question
“have you heard of Crocs
before?”/ “do you currently
own a pair”
Awareness
Results HighlightsMethodologyObjective
2008 - The Evolution Part Deux
Going Broader and Deeper
Crocs Sponsorships 2008
o Deepened existing platforms and added
new ones
