Black Diamond, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Salt Lake City, UT, Black Diamond, Inc. produces and markets active outdoor gear. The company established itself as a maker of high quality climbing gear and back country skiing gear.
|Main Telephone||(801) 278-5552|
|Main Fax||(801) 278-5544|
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|Peter M.||President & Chief Executive Officer||UT|
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Social Media, Digital Opps: Black Diamond names retail marketing manager, 2015 will focus on core...
Subject: grassroots, digital, native advertising, print, video, sponsorship, partnership, social media
Company: Black Diamond, based in Salt Lake City, Utah, produces and markets active outdoor gear and has established itself as a maker of high quality climbing gear and back country skiing gear.
Opportunity: During the Q4 earnings call, President and CEO Peter Metcalf announced that Matt Burbach had joined the company as senior manager of global retail marketing and brand experience. According to Metcalf, the addition will reinforce BD’s store marketing capabilities. Premium active lifestyle and outdoor brands are selling at historically high levels, and BD wants to keep the momentum rolling and explore the value of Black Diamond, here) in order to focus on its core brands. Organic, grassroots marketing is a top priority for the company, so be sure to allow for that in your pitch. Look also for digital and social media to play a bigger role in the marketing plans in 2015.
Experience: Burbach joins BD from The North Face, where he served in various retail marketing positions for just under a decade.
Strategic “Pivot:” In 2013, BD announced that it would undertake a number of strategic initiatives to pivot the company. It expects to materially complete the process by July 2015. Initiatives included: (1) recognizing that BD and POC are the company’s fastest growing brands and accelerating organic growth; (2) for lack of a better term (my term) dumping Gregory Mountain, which was BD’s slowest growing brand, which allows for the company to be comprised of only fast-growing, well-respected brands; (3) a number of reorganization steps on the operating/supply chain side.
Omnichannel Initiatives: 2015 will be focused on three initiatives, according to Metcalf: (1) brand awareness; (2) emerging channels and (3) emerging markets. BD will continue to focus on “great” content across all channels. For example, its collection based marketing for the BD brand and the content created on BlackDiamondEquipment.com celebrating the Dawn Wall climb. The “Experience” section of the website also includes an “organic” presentation of inpirational stories, photos and videos from the brand’s athletes, employees and partners.
The company has also created five digital catalogs featuring apparel on its website and continues to promote through social media.
Sponsorships/Partnerships: BD is the official equipment sponsor at the Ouray Ice Festival, the largest ice climbing event in North America. Also, three major climbing events occured in 2014: First, the two men that scaled the Dawn Wall, Tommy Caldwell and Kevin Jorgeson, are BD athletes and used BD gear on the climb, which garned national attention and acclaim. Secondly, BD athlete Will Gadd and Sarah Hueniken completed the well-publicized and first-known ascent of Niagara Falls ice (according to the company, this ascent story was picked up by People Magazine, USA Today, CNN and the Global Mail). And lastly, the climbing film Meru won the US Documentary Audience Award at the Sundance Film Festival. The film featured three BD athletes: Conrad Anker, Jimmy Chin and Renan Ozturk.
Partnerships with three major avalanche forecasting centers allowed BD to launch new avalanche forecasting apps, which are crucial resources for back country skiiers.
New Product Launches: For Spring 2015, BD is launching its second line of cycling apparel and gear. The company has labeled and appropriately positioned these as “race day,” which has 34 new styles including helmets.
In Q4, BD also introduced its JetForce products on a global basis. Metcalf stated that the growth strategy for these is like all other products – to drive market innovation.
Media Spend: Kantar Media data is not readily available, but the company began a comprehensive social campaign in Q1 2015 under “#liveclimbrepeat.” Last year, the company also ran to native content pieces in POWDER Magazine.
Agency Relationships: According to The List, Backbone Media handles media buying and planning for BD.
Black Diamond, Inc.
2084 East 3900 South
Salt Lake City, UT 84124
Senior Manager, Global Retail Marketing & Brand Experience
Vice President, Marketing
Chief Executive Officer & President
(801) 278-5552 ext. 1171