Marketing
The Skins™ marketing strategy has been one of the key elements in cementing Skins™ place as market leader with bold, edgy brand awareness campaigns strongly supported by educational print ads across a broad section of sports and mainstream media. This has resulted in support of the brand proven by exponential growth year on year.
Historically, the company has determined the level of marketing support given to a product by its ability to secure a minimum distribution footprint in a region prior to this support being provided.
The support given to Skins™ products compared to other similar products is a major differentiator and has assisted in achieving the rapid growth of distribution in all territories. As well as the initial marketing support, Skins™ plan is to continually reinvest in the marketing to support its products and assist in driving the high growth levels that have been achieved to date.
Target Market
Skins™ target not only elite athletes, but competitive sports people as well as the much larger category of ‘Actives’. In targeting these 3 categories, it remains important in each that we focus on the flexibility of use and the range of benefits Skins™ delivers in comparison to other base-layer products.
Brand Competence
Performance enhancing gear
Brand Benefit
Enabling you to out perform (your own expectations as well as the competitions)
Brand Tagline
Beyond Reason
It is strong and powerful but what is it true meaning?
It means that Skins™ give you the ability to defy logic.
Communication
Skins™ communication is designed to be provocative and quick witted, appealing to a broad target audience. Skins™ utilise many media channels to reach their target audience, previous campaigns have been fully integrated across TV, Outdoor, Press, Magazines, Radio and Online.
Television
‘Beyond Reason’ campaign kicks off
At Skins™, we’re proud of the fact that we’ve changed the way athletes prepare, perform and recover.
As a result, it’s not surprising that we also enjoy celebrating the amazing achievements of the world’s best athletes.
This message of celebration is reflected in a new commercial Skins™ is broadcasting in Australia.
We love the fact that our new ad:
• Truly and emotionally celebrates significant athletic success
• Shows how amazing sporting achievements can transcend difficult social, cultural and political environments
• Highlights that people can accomplish amazing things, despite difficult circumstances in life
• Is unscripted, and gives athletes an opportunity to talk about how and why they do amazing things in their chosen sport
• Is beautifully shot, and will make anyone who loves sport sit up and take notice
Virals
Awards
Skins™ have taken a revolutionary and leading edge marketing approach which provokes intrigue and has made the Skins™ brand functionally famous within a short period of time. Consequently, Skins™ initial marketing campaign has won numerous media Awards:
The Advertising Effectiveness Awards
The Advertising Effectiveness Awards celebrate and recognise campaign effectiveness in Australian advertising. The awards are different to many traditional advertising award programs which reward creativity without reference to business results. To the contrary, these awards are unique in requiring applicants to definitely prove their case through actual results. It is because of this that they are so hard to win, so highly respected and so sought after by marketers and agencies.
The Advertising Federation of Australia conducts these awards every second year to demonstrate the effectiveness of the advertising industry. The awards are considered amongst all Australian marketing and advertising agencies.
At the 2007, 9th Advertising Effectiveness Awards, Skins™ and The Furnace received four awards for our ‘Star’ TVC and the print ‘Skins™ Sneer’ campaign which launched Skins™ in the Australian market, including the most prestigious and overall winners award “The Gold Pinnacle”.
The four awards received were:
• The Gold Pinnacle Award
• Gold Award
• Return on Investment Award
• Most Original Thinking Award
B&T - Australia's Premier Advertising and Marketing Publication
• Most Interesting Marketer 2005
Caxton Press Awards – Advertising
• Best New Product Launch
• Best Photography
• Fashion, Clothing and Accessories
Siren Awards - Radio
• Best New Radio Advertising
Mobius Awards - Press
• Finalist for campaign of the year
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