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 (5/23)
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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Digital, Mobile, In-Store Opps: Finish Line continues MobileFirst strategy, loyalty program expansion (Score 70)
Subject: digital, omnichannel, mobile, email marketing, social media
Opportunity: In the Q1 earnings call, Finish Line CEO Sam Sato stated that the company would continue "optimizing" its marketing mix to lead with mobile. The reasoning for this is to "be relevant to its customers and their evolving needs."
This is all part of the company's MobileFirst strategy that Sato said continues to yield positive results. The initiative is aimed at "directly aligning" Finish Line with how customers use their devices to search for coveted products, while FL's store base and digital sites will provide "the ultimate flexibility" to execute purchases when and where they want. He added that in Q1, mobile comprised 62% of total digital traffic for the company - a 21% YOY increase. Since mobile continues to positively influence offline sales, FL will continue using "a variety of tools and methodology" to understand the full impact of mobile on both online and offline sales, Sato said.
Finish Line has also been "more aggressive" in the expansion of its Winner Circle loyalty program across digital,social and brick-and-mortar channels. During the call, Sato said membership in the program increased by almost 720,000, bringing the total member base to 10.5 million.
Sellers, Spark, Chicago, part of Publicis's SMG network, is on media planning and buying. We’ll keep you posted if we hear differently.
Executive Additions: In the earnings call, Sato announced the appointment of John Hall as division president and chief merchandising officer, a search we first told you the company was conducting in March. In this role, Hall will focus on all consumer engagement touchpoints, including stores and digital operations, as well as merchandising and strategies involving the company's product vision and consumer experience. He will work closely with FL's brand partners and lead the creation and evolution of the brand vision, as well.
Additionally, Sato was promoted to CEO in January and chief omnichannel officer Imran Jooma joined last February (more here). It also appears that VP of omnichannel marketing Michael Grimes was promoted to SVP of brand and consumer experience in March.
Epic Finish Brand Positioning: FL will continue building on the success of the "Epic Finish" brand position that launched last year. This includes the debut of three new campaigns for BTS that center on "key cultural moments." DV first told you of the three new campaigns in March (more here).
JackRabbit: After its acquisition by Running Specialty Group last year (the running arm of Finish Line), Sato said FL is dedicated to driving the performance and contribution of the business. Sato said the JackRabbit business is led by its strong brand and digital business, but that there is a "lot" of work ahead to improve profitability before FL considers "reaccelerating" expansion of the concept.
JackRabbit sales were down 2.2% in Q1 (from the comparable quarter last year), but Sato attributed this to the fact that five fewer stores were operated than a year ago. In fact, comp sales were "up low single digits" for Q1.
Media Spend: According to Kantar Media, FL spent $4.7 million on measured media in 2015 - up slightly from $4.3 million in 2014. Most of this is allocated to digital display ads (see breakdown below). The remainder of FL's spend is spent on search ads (37.8%), while a small portion goes to print (0.6%) and out-of-home ($400,000).
Digital Breakdown: Per Moat, FL has run 79 display ads on 453 publishers (2% mobile). Top ad destinations include si.com, campusrush.com, askmen.com and rap-up.com (62% placed site direct versus programmatically). FL has also run 256 high impact and 12 video ads this year (on publishers such as: Sports Illustrated, YouTube and AskMen). For the comparable period 2015, FL ran 72 display and 36 high impact ads on 658 publishers (14% mobile; 44% site direct).
For full 2015, FL ran 294 display, 368 high impact and 14 video ads on 2,644 publishers (8% mobile; 53% site direct).
3308 N. Mitthoeffer Rd.
Indianapolis, IN 46235
Chief Omnichannel Officer
Senior Vice President, Brand & Consumer Experience (since March 2016)