ClickZ Water Sports Newsletter - 10.10.2024

PLUS: Italian Yachting Sets Sail to Record Growth

Author

Marina Mouka
October 10, 2024 • Estimated Reading Time: 7 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites: Ride the Waves 🌊

Speedo partners with DMC Fins to launch a high-performance fin collection, blending expertise for fitness and competitive swimmers. Available globally in January 2025, the range features innovative designs and vibrant colors, enhancing Speedo's mission to improve swimming performance. This collaboration highlights the synergy of two iconic Australian brands.

Image: iStock

The Italian yachting industry has seen impressive growth, with a record turnover of €8.33 billion in 2023, marking a 13.6% increase from 2022. This growth is driven by strong exports, particularly to the US, and a robust demand for superyachts and large inflatable boats. The Genoa International Boat Show remains a pivotal event, showcasing innovations like the Seadeck yacht.

Employment in the sector rose by 7% in 2023, contributing over €7 billion to the national GDP. Despite global economic challenges, the industry shows resilience, with signs of market normalization in 2024. The Italian Marine Industry Association highlights the importance of adapting to digitalization and sustainability, supported by financial groups like SACE.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Aquatic Essentials 🏄‍♀️

RS Sailing's new RS Cat12 catamaran simplifies multihull sailing for beginners and families. Designed for ease and safety, it features innovative elements like a furling jib and kick-up rudders. With positive early feedback, the RS Cat12 promises joy and adventure, making it ideal for training and recreational use.

Watery, a swimwear brand, expanded its marketing strategy to engage audiences year-round, focusing on YouTube. By targeting specific audiences and leveraging existing assets, they achieved a 23% increase in Google searches and surpassed their profit-on-ad-spend goal, becoming a top-of-mind brand in the industry.

Volvo Penta's Joystick Surfing enhances wake boat control, integrating with Twin Forward Drive for precise, single-hand maneuvering. Designed for Surf Mode, it offers improved steering and throttle management. This innovation caters to tech-savvy boaters, setting a new standard in watersports technology with ergonomic design and safety features.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division