The Finish Line, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
The Finish Line is one of the country's largest mall-based specialty retailers operating under The Finish Line and Man Alive brand names. The publicly traded company operates 697 Finish Line stores in 47 states and online and 94 Man Alive stores in 19 states and online.
|Main Telephone||(317) 899-1022|
|Main Fax||(317) 899-0158|
The Finish Line, Inc. ContactsContacts (5/22)
Sample of Associated Brands
|Edward W.||Chief Financial Officer||IN|
|Imran J.||Chief Omnichannel Officer||IN|
|AJ S.||Executive Vice President & Chief Information & Technology Officer||IN|
|Samuel S.||Chief Executive Officer||IN|
|The Finish Line, Inc.||*******|
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Q3 Opps: Finish Line launching three new campaigns for back-to-school (Score 45)
Subject: digital, omnichannel, mobile, email marketing, social media
Company: Winmo), the mall-based athletic shoe and clothing retailer for men, women and kids.
Update (3/25): In the Q4 earnings call, CEO Sam Sato stated that 2016 plans include building on the success of the “Epic Finish” brand positioning campaign. To improve customer engagement further, investments will be up in marketing, omnichannel and CRM initiatives.
Sato also said that Finish Line would bring three campaigns to market for the back-to-school season. Therefore, sellers should go after these higher BTS investments. In addition, Finish Line will be “more aggressive” in its efforts to add to its loyalty program across digital, social and brick-and-mortar. It appears that Spark, Chicago, part of Publicis's SMG network, is on media planning and buying. We’ll keep you posted if we hear differently.
The company is also “stepping up” collaboration with brand partners and increasing its investment in store remodels. Sato also said to expect “exciting new innovation” to be a “major theme” throughout H1 in anticipation for this summer’s Olympic Games in Rio.
Sato also noted that Finish Line has begun a search for a new chief merchant who will help maintain and elevate vendor relationships.
Finish Line currently sits at No. 529 on our VAI (score is 45, placing it in “Future Possibility” status). Read more about WinmoEdge’s take on Finish Line below.
Below was originally published on 1/11:
Opportunity: During the Q3 earnings call, departing CEO Glenn Lyon said that Finish Line was increasing its marketing investment to “aggressively build brand awareness and drive more traffic to our stores and digital sites.” Recent brand marketing initiatives include the largest brand campaign in the company's history across digital channels, including video and social media platforms. Given the encouraging results from this campaign, Lyon stated that Finish Line sees opportunity for further increases in social media followers, likes, views and shares – all of which will drive brand awareness, customer engagement and sales growth. Read more about WinmoEdge's take on Finish Line's omnichannel plans here.
Sellers – especially sports and lifestyle-focused digital sellers, should reach out now. FL is in the middle of Q4 of its fiscal year ended Feb. 28, so get in with the company now as fiscal 2017 is planned out. We understand that FL has pulled marketing and media in-house.
Experience: Earlier this month, Finish Line announced that Sam Sato would succeed Lyon as CEO, effective Feb. 28. Lyon will continue as executive chairman through the end of 2016 before finally transitioning to non-executive chairman of the board at the beginning of 2017.
Loyalty Programs: In addition to brand marketing pushes, Lyon pointed out that Finish Line is continuing to enhance its customer loyalty program, the Winner Circle. He said the company is leveraging life cycle marketing strategies and is aiming to increase average yearly member spend, reduce attrition rates and increase the loyalty membership base in fiscal 2017.
Target Audience: Recently, Finish Line has begun targeting millennial female audiences (more here).
Media Spend: Through Q3 2015, Finish Line spent $1.6 million on measured media – most of this was allocated to digital ads (95.8%), according to Kantar Media.
Digital Breakdown: Moat reports that Finish Line ran 292 display ads on 2,611 publishers (8% mobile). Top ad destinations included si.com, hypebeast.com, bradsdeals.com, stack.com and rap-up.com (54% placed site direct versus programmatically). Finish Line also ran 368 high impact ads and 14 video ads in 2015.
For 2014, the company ran 179 creatives on 949 publishers and only 101 high impact ads. Top ad destinations were menshealth,com, si.com and cnn.com (34% placed site direct).
3308 N. Mitthoeffer Rd.
Indianapolis, IN 46235
Chief Omnichannel Officer
Vice President, Omnichannel Marketing