ClickZ Water Sports Newsletter - 10.31.2024

PLUS: Making a Splash! Swimmers Sink Records at Incheon!

Author

Rafe Houston
October 31, 2024 • Estimated Reading Time: 6 minutes

Leading Voices 📣

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

Specialty Bites: Ride the Waves 🌊

The World Surf League's decision to hold a 2025 event in Abu Dhabi has sparked controversy due to the UAE's anti-LGBTQ laws. Pro surfer Keala Kennelly criticized the move, highlighting safety concerns for LGBTQ athletes. A petition urges the WSL to reconsider, emphasizing athlete safety and human rights.

The Incheon stop of the 2024 Swimming World Cup saw Noe Ponti and Regan Smith earning the most prize money. Ponti won $12,000, while Smith secured $22,000, including a world record bonus. Both athletes excelled, setting records and positioning themselves for potential series bonuses.

Surf Expo's January 2025 event in Orlando promises growth, following a successful September show with increased attendance. Expect diverse product categories, major retailers, and engaging activities like fashion shows and surfboard competitions. Register by December 25th for free entry. This event reflects optimism and momentum in the watersports industry.

The 2024 World Aquatics Swimming World Cup in Incheon concluded with thrilling performances. Regan Smith set an American record in the 200 backstroke, while Noe Ponti narrowly won the men's overall title. Leon Marchand excelled in the 400 IM, and Pan Zhanle set a new Chinese record in the 800 freestyle.

VivoAquatics' survey highlights the importance of pools in fitness centers, with over half of gym-goers using them weekly. Proper pool management is crucial for satisfaction and safety. Fitness centers can enhance communication about pool standards to reduce closures and boost member confidence, ensuring a superior experience.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

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