ClickZ Water Sports Newsletter - 08.22.2024

PLUS: TikTok marketing power and top paddle boards for 2024

Author

ClickZ
August 22, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

WATER SPORTS IN MARKETING
Coco Ho: Surfing's Influencer Pioneer

Coco Ho, a prominent surfer from Hawaii, discusses her transition from competitive surfing to influencer marketing. Partnering with non-traditional brands like Dove, she highlights the evolving surf industry and her new surfboard brand tailored for female surfers. Coco's journey reflects the broader trend of surfers embracing diverse marketing opportunities.

Funko has announced a limited-edition Pop! figure featuring rapper Flavor Flav in support of Team USA Water Polo. This collectible, available for preorder until August 16, will ship on December 12. Funko will also donate to Team USA Water Polo, adding a philanthropic element to this exciting release.

Inflatable paddle boards offer a versatile and portable solution for water enthusiasts, and our comprehensive testing of 24 models has identified the best options for 2024. The SereneLife Stand-up Paddle Board stands out as the best overall, combining superb stability and portability for all skill levels at an affordable price of $260. For those seeking a runner-up, the ROC Inflatable Stand Up Paddleboard Pack, priced at $300 on Amazon and $225 at Walmart, offers a plethora of accessories, including a kayak paddle, though it can be challenging to fit everything into the carrying case.

The NCAA's limited funding may lead to cuts in Olympic sports, including diving. This could jeopardize the future of athletes like Sarah Bacon and Kassidy Cook. The article reflects on the impact of such decisions, drawing from personal memories of iconic moments in Olympic diving history.

Industry Appetisers 🥨

The 2028 Summer Olympics in Los Angeles will see significant changes, with new sports like flag football, lacrosse, and cricket replacing popular trend sports such as breaking. Despite breaking's success in Paris 2024, it won't return until possibly 2032. Financial incentives and American sports dominate the new lineup.

Performance Platters 🍽️

Fospha's TikTok Playbook highlights the platform's explosive growth and its power for eCommerce, especially during peak shopping periods. With brands allocating an average of 10% of their marketing budgets to TikTok, the platform has shown exceptional return on ad spend (ROAS) during high-traffic times.

The playbook emphasizes the importance of a full-funnel strategy on TikTok, engaging consumers at every stage from awareness to conversion, which helps brands sustain momentum beyond peak periods. TikTok's ability to attract new customers makes it ideal for product discovery, with a significant percentage of purchases coming from first-time buyers.

Creative optimization is crucial on TikTok, with the need for platform-native, trend-driven content that resonates with the audience and stands out during fierce competition for attention in peak seasons.

As brands prepare for upcoming high-traffic events, how can they develop a comprehensive TikTok strategy that leverages the platform's unique ecosystem to maximize both short-term sales and long-term brand engagement?

Brands are rapidly adopting viral internet phrases like "very demure" to stay culturally relevant. While this can boost engagement, experts caution that not all brands should follow suit. Successful integration requires alignment with brand identity and consumer ethos, ensuring authenticity and avoiding the risk of seeming out of touch.

Gen Z is increasingly using Pinterest for shopping inspiration, making it a crucial platform for brands targeting this demographic. Pinterest's user base is growing, with Gen Z being the fastest-growing segment. Brands like American Freight and Bis are leveraging Pinterest's features to boost engagement and sales.

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