ClickZ Water Sports Newsletter - 10.24.2024

Surf-fur's Pro-Ambassador Program: Calling All Cold Water Divers!

Author

Marina Mouka
October 24, 2024 • Estimated Reading Time: 6 minutes

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Specialty Bites: Ride the Waves 🌊

Sumarpo

Sumarpo's 15-year journey in the triathlon gear industry marks a significant milestone in sustainable innovation. By integrating eco-friendly materials such as premium limestone neoprene and non-benzene adhesives, Sumarpo has redefined industry standards. This approach not only enhances athlete performance but also significantly reduces environmental impact, showcasing a commitment to both high performance and ecological responsibility. The use of Oeko-Tex certified fabrics further underscores Sumarpo's dedication to safety and sustainability, ensuring that their products are free from harmful substances.

The brand's innovative adhesive technology eliminates volatile organic compounds, setting a new benchmark in eco-friendly wetsuit manufacturing. Sumarpo's patented SLIP SKIN and SQ FLEX technologies enhance fit and hydrodynamics, marrying performance with sustainability. Their participation in the 1% for the Planet program highlights a broader commitment to environmental causes, reinforcing their role as a leader in fostering a healthier planet. This initiative not only supports environmental efforts but also encourages other companies to adopt similar practices.

Looking ahead, Sumarpo remains steadfast in its pursuit of sustainability and innovation. The brand continues to research and develop methods to further reduce the environmental impact of its products. By refining processes and embracing new technologies, Sumarpo aims to expand its range of sustainable triathlon gear, setting a precedent for others in the industry to follow.

Surf-fur

Surf-fur's Pro-Ambassador Program invites scuba divers to join a community promoting their cold-water gear. Ambassadors will share experiences through social media, showcasing how Surf-fur products enhance diving adventures. Participants receive exclusive discounts on gear, encouraging exploration beyond comfort zones. Visit surf-fur.com for more details and eligibility requirements.

Surfing's cultural appropriation extends to heat pumps, sparking debate. The Gallagher brothers' differing views on surfing highlight ongoing tensions. Meanwhile, Prince Harry's surfing skills emerge, revealing a new hobby. The article explores surfing's evolution from outlaw culture to mainstream, with notable figures and events shaping its current landscape.

Tucktec Folding Kayaks seeks retail partners to expand its U.S. distribution. Their innovative, portable kayaks offer a durable alternative to inflatables, appealing to outdoor enthusiasts. With over 70,000 units sold since 2020, Tucktec aims to capture the growing market for high-quality, portable kayaking equipment through strategic retail partnerships.

Lalizas, a leader in marine safety equipment, expands into Canada with a new Vancouver branch. This move, following the acquisition of Revere Survival, enhances their presence in the Americas. The branch aims to meet diverse maritime needs, ensuring safety compliance and fostering strong local partnerships under country manager Miguel Norato.

Insight of the Week 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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