Group B SYNC'd #1 | страница 8

Images reprinted courtesy of http://daisyflood.blogspot.co.uk/ Yes, music is a hobby of mine so it is important to me any way. Music is a form of inspiration in terms of how fashion played a part in society during the time of the musical eras, it is motivational to keep up to date with music particularly for our brand Pro-Keds as they are a funky ‘Shoreditch’ street style brand which produces abstract seasonal patterns and prints therefore musical inspiration plays a big part in the design and marketing materials for this brand. What are you listening to right now? I love The Wombats new album, I saw them recently in Newcastle’s O2 and they were amazing. I also love Blossoms, I have heard a few tracks from their new album and I now can’t wait for the rest of their album to be released. 8 How do Keds and Sperry integrate their digital marketing in with their offline marketing? Keds and Sperry both have very strong brand messaging and core product which is what they are well known for, these brands always relate back to their heritage rather than always focusing on the latest design styles to ensure that all of our marketing aligns with both digital and offline marketing every season. What tools and metrics do you use to track how effective your campaigns are? When using social media Hootsuite is a really effective way to track how our social media campaigns have been, this is great as it is really precise and we can track this across every social media channel we have used and in every country this is rolled out. For print media it’s a bit harder, we have to base this on the magazine circulation for that issue and then take into account sales increases for the month of the issue release compared to the previous month and the same month the year before. Do the marketing insights (like a really successful use of influencers with a specific aesthetic) feed into the new designs - how much integration is there between the departments? I don’t think they feed literally into how we design our product as we still have to create product that looks and feels like it’s one of our brands. I just feel whatever they are blogging/posting about definitely has an effect on how popular these trends are becoming therefore we can use this to predict what trends might be coming through for the new season and incorporate this into some of our products. Keds have a proud American heritage - how does that translate to a European market? This is something we struggle with and have to manage to make it appeal to a European market which has very different views and style taste to the US. We manage this by creating our own social media content as well as creating seeding boxes which have products that are more European to send to influencers to create country specific imagery. This is the only way we can control the marketing within EMEA as we have to use our main marketing materials from the US. Is the brand message altered in any way? Our brand message is a strong part of all of our brands therefore it is never altered as we use this as a starting point for all of our campaigns. 9