Sports Marketing

In this discussion I will answer the question that was posed in chapter 15, how can New Balance utilize endorsements to support this sales efforts? In Case Study 18-1 NB is trying to innovate how to sell their new trend of show that is fairly new (Masteralexis, L. P., Barr, C. A., & Hums, M. A. (2015) PG.484). The Vibram FiveFingers concept is a shoe that has about 10 millimeters of cushion at the bottom of the shoe, but the shoe is designed to fit all five toes of the foot and is very light weight (Masteralexis, L. P., Barr, C. A., & Hums, M. A. (2015) PG.484). NB is branded for selling shoes that steer more to cushion rather than fashion. While their competitor Nike focus more on fashion, NB was able to get ahead in sales but doing the opposite of Nike. This new style of shoe can be pushed and sole by endorsements. In a society where is driven by the media, and social outlets I am positive that the right endorsements will help support their sales effort. In particular

NB can use the relationship marketing model, because New Balance already has a consumer base that follows their products.
The Sports Marketing Quarterly states:
Grönroos's (2004) relationship marketing process model focused conceptually on communication, interaction, and value.

The primary purpose behind relationship marketing is to build long-term relationships with the organization's best customers. In this case New Balance will build long term relationships with the customers they have, then use the relationship to pitch the new shoe product (Witkemper, C., Choong Hoon, L., & Waldburger, A. (2012)).

If one was to pay attention over a day, the amount of ads that are seen throughout a day’s viewing are substantial. From the TV, to Instagram, Snap Chat, and Pandora ads are running all day. Christopher Heine data showed that the Rio Olympics garnered 916 million interactions on Instagram with 131 million people globally. Contrast that with Super Bowl 50, which in February had 155 million interactions by 38 million people, while the NBA Finals picked up 186 million interactions from 26 million people (Heine, C.

(2016)).
If New Balance was to take advantage of a platform such as the Olympics who has the audience to advertise the new shoe brand, by a popular track or Olympic star the success from the move will be huge. Everyone in the world is watching the Olympics, although the price to advertise will be steep the return would be worthwhile. With the consumers that NB already have, combined with the selection of the right platform, and advertising a great product such as a lightweight shoe during a platform when shoes and running are important all will play in the favor of New Balance.
In conclusion, New Balance will be able to sell less is more by advertising the new shoe to consumers they already have by using the relationship marketing model. This model will be able for them to pitch the new shoe not only by building a relationship, but by using the most used outlet, social media. Combining the product, the avenue, and the platform such as the Olympics, New Balance will be very successful in selling the new shoe.