ClickZ Water Sports Newsletter - 11.28.2024

BCFM is almost over, time to talk about the C-word? 🎄

Author

Rafe Houston
November 28, 2024 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Water Sports, the essential newsletter for professionals in water sports e-commerce. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns ride the wave to success and your sales surge!

Guest At the Table 🍴

By Jamie Bolton, Fospha

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Specialty Bites: Ride the Waves 🌊

SwimOutlet has unveiled its 2025 Tech Suit Review, marking the 10th edition of this authoritative guide on elite swimwear. This comprehensive review, enriched by insights from Olympic medalists and world champions, offers a critical evaluation of the latest tech suits. The panel, including renowned swimmers like Dare Rose and Mary Sophie-Harvey, alongside Sonny Trigg, provides an unparalleled depth of knowledge. Their expertise ensures that the review is not just informative but also a vital resource for competitive swimmers seeking to enhance their performance.

The review meticulously analyzes standout suits such as the arena Primo and Mizuno GX Sonic VI series, offering insights into their suitability for various swim styles and distances. Each suit is scored on comfort, compression, performance, and design, providing a detailed guide for swimmers. This year's review also highlights emerging trends like increased buoyancy and targeted compression, reflecting the rapid evolution of tech suit design. These innovations are critically examined to meet the real-world needs of swimmers at all levels.

SwimOutlet emphasizes the importance of considering additional resources like product pages and professional advice when selecting a suit. The collaboration with elite athletes underscores SwimOutlet's commitment to supporting peak performance.

Shark Stop introduces the first bite-resistant wetsuit, using Ultra-High Molecular Weight Polyethylene for exceptional protection without sacrificing comfort. Ideal for divers, surfers, and swimmers, this innovative suit offers safety and flexibility.

INDUSTRY TRENDS
Anti-fog Becomes The Trend of The Month as New Products Hit The Market

  • ProShot's Tidal Mask, showcased at the DEMA Show, features advanced anti-fog technology with a hydrophilic film that absorbs water beads, ensuring clear vision. Available for $99.99, the film can also be purchased separately for $14.99. This innovation is ideal for scuba and freediving enthusiasts.

  • DIVEVOLK has expanded its underwater smartphone housing line to support the iPhone 16 series, featuring new colors and full touchscreen capability. Additionally, the SL120 Underwater Video Light offers 12,000 lumens and a 120-degree beam angle, enhancing underwater photography. Both products are depth-rated and available for purchase.

  • FOG-X Solutions introduces an innovative anti-fog insert at the DEMA Show in Las Vegas. Designed for masks, it features a hydrophilic layer to prevent fogging. Easy to apply, it suits various mask sizes. Originally for swim goggles, it's now available for snorkeling and scuba masks, retailing at $98.54.

Garmin's Descent X50i is a groundbreaking dive computer with a vivid touchscreen and SubWave sonar technology, enabling underwater communication and monitoring. It features a 20 ATM dive rating, backup dive light, and advanced mapping tools, making it ideal for both technical and recreational divers seeking accurate data and enhanced safety.

Performance Pulse 📈

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

Marketing on X (formerly Twitter) remains vital for engaging affluent, educated audiences. Success requires platform-specific content, timely promotions, and budget-friendly advertising. Interactive content and data-driven strategies enhance engagement. While X excels in real-time interactions, consider alternatives like TikTok or Instagram Threads if they better align with your goals.

Food For Thought🥧

Harsh DTC growth truth: Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.

START building a brand that your audience knows, trusts, and loves.

Jake Abrams

The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

James Gray

It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 😮‍💨

Here are 3 key stats that we pulled from Black Friday last year:

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone
📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days
📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending

Tara Jackson

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