L.L. Bean, Inc | Company Profile, Marketing Contacts, Media Spend, Brands
Founded in 1912, L.L.Bean sells outdoor activity apparel and equipment by way of retail franchises as well as catalogs. The company is headquartered in Freeport, ME.** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **
|Main Telephone||(207) 865-4761|
|Main Fax||(207) 552-2802|
L.L. Bean, Inc ContactsContacts (5/23)
Sample of Associated Brands
|Mark F.||Chief Financial Officer||ME|
|Jean W.||Chief Information Officer||ME|
|Stephen S.||President & Chief Executive Officer||ME|
|Chris M.||Chief Brand Officer||ME|
|L.L. Bean, Inc.||********|
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Score 33: Future Possibility – LL Bean taps former marketer as first ‘outsider' CEO
Subject: digital, print, cable TV, radio, social media
Company: Winmo Profile), Freeport, Maine-based outdoor recreation and clothing provider.
Opportunity: LL Bean has, for the first time in its 103-year history, tapped a CEO from outside its ranks. Steve Smith will join the retailer in January, when current CEO Chris McCormick retires after 14 years. Smith currently lives in Shanghai and serves as CMO and chief merchandising officer for Walmart-owned Yihaodian. Smith’s e-commerce experience will be important in the coming months, as the retailer continues to focus on this aspect of its business. Even though online orders surpassed phone and mail orders in 2009, LL Bean is still a catalog company – a fact that shouldn’t be downplayed, even in our online world.
Smith’s first order of business will be to cut down the Bean Boot backlog (the waiting list for these boots reached 100,000 customers this spring). He will also lead the company’s digital push, so sellers should look for revenue in that channel. LL Bean named Bill Pond as VP of e-commerce this summer (he had previously been VP of international).
Last year, LL Bean named IPG’s Mullen Lowe Group handles media buying and planning. Both of these relationships are relatively new, so changes may not come quickly. However, Smith is a former marketer (from outside the company) and LL Bean’s CMO has been in the position for over 10 years, so the company could begin taking stock of current partners next year.
Experience:Before serving as CMO for Yihaodian, Smith was SVP for Walmart International. He has also served as CMO for Asda Stores and CMO of Walmart China.
Note that McCormick was technically the first CEO of LL Bean that was not a member of the family, but he had worked at the company for more than a decade before taking the top spot (this make LL Bean sound slightly like the mob).
New Store Launch: McCormick previously announced plans to triple the number of stores to at least 100 by 2020. The push will include L.L. Bean’s first West Coast presence with the opening of stores in the Pacific Northwest.
Media Spend: According to Kantar Media, LL Bean spent $28.7 million on measured media in 2014. Note that H1 2015 ($4.4 million) is down slightly from H1 2014 ($5.1 million). Bean has an MediaMath demand-side platform (DSP).
TV Breakdown: Spot reports that LL Bean has only spent $268,000 on national TV ads so far this year – up from $34,200 from the same period 2014. The most money has been spent to air ads on The Weather Channel, Outdoor Channel, CMT, TV Land and National Geographic.
Digital Breakdown: Per Moat, LL Bean has run 356 display ads on 6,436 publishers so far this year (<1% mobile). Top publishers include: wunderground.com, weather.com nbcnews.com, chron.com and nbcsports.com. The company has also run 131 high impact ads (on sites such as Boston.com, Intellicast and USA Today) and nine video ads (including cbs.com, aol.com and oxygen.com).
For the same period 2014, 582 creatives were run on 5,260 publishers (about.com, barnesandnoble.com and cnn.com are among the top publishers).
15 Casco St.
Freeport, ME 04033
Chief Marketing Officer
Vice President, e-Commerce
Director, Advertising & Online Marketing