How Distribution Marketing Services Helped New Balance Shoes

New Balance Shoes is a good example of a high-profile company that used outsourced distribution marketing services to achieve global superiority. Their line of athletic footwear was already a great product, but they weren’t getting the level of attention that competitors like Nike or Reebok enjoyed. Here are some of the ways a distribution marketing services company helped them fine-tune their strategy to improve their branding:
1. Focus. Some companies try to be everything to everyone. In our distribution marketing company’s experience, this approach is generally ineffective. Instead of promoting to everyone, New Balance focused on attracting world class athletes. They promoted new design technology developments and athlete endorsements, rather than mass-producing the same shoe in different color schemes for fashion’s sake. Their primary message got out how New Balance shoes fit the unique demands of rigorous training programs.
2. Charity. New Balance wants to appeal to people who are actively involved in their community and choose to do business with companies that share the same values. The distribution marketing company ensured that press releases were always going out about how New Balance supported youth sports training programs worldwide.
3. Global, but American. New Balance used their distribution marketing services to let people know they have five manufacturing plants in New England, right here in America. And for the European market, they maintain facilities in the UK, unlike competitors who outsource to the cheapest labor markets. At least 25 percent of all shoes are made right here at home.
Find out how distribution marketing services can improve your brand image.