Interview with Simon -The Edge Sports

Target Market – Triathlon, Separately too Swimming, Cycling, Running, not niche triathlon! Male and Female. 20-45. Wants to grow his targetmarket within current demographic but would like to expand sales online nationally.

Budget (Money and Time)– Money- Open to suggestions, wants a cost benefit analysis, would be willing to pay if the results were going to be there. Wants to ‘dip his toes in the water firstly’. Start small and then go larger. Time- dedicated member of staff for website and SEO purposes, need a strategy, willing to put aside a few hours a week to build social media following as well.

Aims for online presence– SALES and building a following (relatively new sports store)

Community Invovlement– Sponsored athletes, involved in sponsoring events, next year sponsoring a Blarney cycling team starting in Janurary. The team will blog!

Current promotions (every year)– LOTS! Jan-Carrigaline 5mile, March-Mallow 10mile (sponsor in conjunction with SKINS), July- Headless Horseman Adventure Race, Aug-Blackwater Triathlon, Sept-Sandycove Islands Swim, Oct-Skibbereen Adventure Race, Also Half marathon Bandon, Cork City marathon

Using Email Marketing– Using a paid service Constant Contact, newletters used to contain news and events etc but competitor research shows that sales promotion type emails are more lucrative.

Loyalty Card- Yes, willing to build this up online

Lunchtime runs- Yes, 3days at the moment but thinks this might be too much.

Current Marketing– Adwords was successful in peak season but not so much off season, does sponsored ads in print media (ie. Irish Runner) doesnt think that these are linked to their online websites.

Website– Currently in the process of re-designing this website, but is open to any ides we propose.

What he would like– Open to any and all suggestions but he would like a digital strategy encompassing more than just social media! He wants advice on paid advertising, SEO, social, email, etc. He has the man power but needs a strategy!

— We can totally do this guys! Lets get stuck in!

 

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