Saturday, March 2, 2024

Timberland’s Ezra Martin Talks Hyperlocal Advertising and marketing


Ezra Martin spends a variety of time today serious about a yellow boot.

In 1973, Timberland – then referred to as Abington Shoe Firm – debuted its waterproof yellow boots. In 2023, the out of doors attire and equipment firm will observe the boot’s fiftieth anniversary. And Martin, Timberland’s newly minted vice chairman of promoting, Americas, shall be rolling out a brand new advertising technique for the event.

“It’s not nearly wanting up to now,” Martin stated. “What does the following 50 years of Timberland seem like?”

Martin joined Timberland from Estée Lauder, the place he held the worldwide VP of promoting position for the Lab Sequence males’s skincare model. Beforehand, he’s labored on model voice campaigns, relaunches of dormant classes and go-to-market launch methods at a number of corporations, together with footwear titans Nike and Converse.

Martin spoke with AdExchanger.

AdExchanger: What’s your imaginative and prescient for Timberland’s digital advertising perform?

EZRA MARTIN: For Timberland, digital transformation is a big precedence. With the strains turning into so blurred between bodily, social, digital, even folks speaking Web3 and metaverse, the aim is absolutely to fulfill shoppers the place they’re, to create one seamless expertise. The opposite a part of that imaginative and prescient is having the ability to reward our most loyal shoppers. We’re engaged on a membership program that may launch subsequent 12 months, and digital will sit on the coronary heart of that.

How do you propose to convey your advertising message alive inside bodily retailer areas?

As we begin to consider future retailer openings throughout our key cities, in New York, particularly, we’re ensuring that we’ve a related expertise. The place it’s not a 50 First Dates-type expertise, the place you’re coming in, you’ve spent cash with the model earlier than, and we nonetheless ask you what your favourite colours are; we nonetheless don’t know that you just don’t like the colour black.

All these issues that we’ve realized a couple of client, the thought of “know me to serve me,” we’ll look to convey into future experiences in-store so we don’t create that have of, “Hey, I’ve been with you guys for thus lengthy, and you continue to don’t know what dimension I’m.” No person likes that type of expertise. We’ll look to bridge the digital and bodily world collectively.

What do you hope to perform in your first 12 months?

Subsequent 12 months is the fiftieth anniversary of the long-lasting yellow boot, in order that’s going to obtain an enormous highlight. What I’d like to see us do is absolutely elevate that model vitality and hype throughout areas, channels, shoppers, bringing the worldwide model DNA and goal to life. We’ve obtained year-long activations within the works, so it’s not simply going to be a one-and-done celebration.

One of many different issues I’m seeking to do: In my position, I oversee Timberland and Timberland Professional, the workwear line, so we’re actually working to attach our Timberland and Timberland Professional manufacturers throughout digital and bodily. As a result of our heritage is based on working open air, however we have to make it possible for we’re displaying up as one Timberland.

How would you describe your channel technique?

Understanding whether or not somebody is procuring from our DTC door or a wholesale companion door, whether or not they’re shopping for on-line or through social commerce – and the way they ladder up and inform a coherent story ­– is the inspiration of every part that we’re doing advertising smart.

Our “Constructed for the Daring” marketing campaign, our new model voice marketing campaign that launched after I had simply joined, was a four-prong technique launched in several phases. Our first part was the tease part, beginning in native communities and native cities the place we localized a few of our communications.

What does a localized marketing campaign seem like?

For instance, in New York, we launched within the Bronx exterior of Yankee Stadium, simply as a tease, with out mentioning something a couple of [footwear] line. The tease was, “Pinstripes are earned, not given,” a nod to the Yankees being within the Bronx. We had one other one in Bushwick that was “Bushwick will get shit performed.” “Daring appears good on you” we had in Soho as a result of it was extra vogue impressed, and we launched it throughout Vogue Week.

Second part, we adopted that up with saying the road and “Constructed for the Daring.” The third part, we put up the influencers who had been a part of the marketing campaign. After which the fourth part was product: speaking concerning the merchandise that had been dwelling inside that marketing campaign.

That was the channel technique: every part from digital to out of dwelling. We introduced again wheatpasting, we introduced again subway [ads] – old-school ways mixed with newer, fashionable advertising, like paid social.

How do you strategy marketing campaign measurement?

I’ve all the time felt it’s actually vital to set your targets initially of the marketing campaign, as a result of each marketing campaign has a unique intention. Generally it’s incomes income. Generally it’s rising model love and model consciousness. You may be launching a brand new social deal with, and rising followers is without doubt one of the targets of the marketing campaign. If it’s a digital marketing campaign, having our KPIs in place to measure engagement, shares, follows, conversions (with out making a gift of an excessive amount of of our secret sauce) are just about the fundamentals.

How does Timberland’s on-line advertising technique change throughout the vacation season in This fall?

It doesn’t change as a lot as it’s the means we place our merchandise. I don’t know in the event you’d name it a recession, however the previous few years have positively been difficult for lots of causes. What we do is simply hold our concentrate on what we will provide to shoppers: premium boots and garments, made responsibly.

In unsure instances, shoppers flock to manufacturers that they’ll rely on. And that’s the added worth {that a} model like Timberland can provide, as a result of we’ve been round for 50 years.

This interview has been edited and condensed.

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