Brunotti represents snow and water sports
And embraces the surf & snow lifestyle in which everyone is passionate and enthusiastic about the sport. Brunotti was founded in 1979 and has grown into an all-board sports brand with over 50 employees. Brunotti is sold in over 38 countries worldwide, both through traditional retail and online through marketplaces and via its own Brunotti.com platform.
ChallengeThe initial challenge Brunotti posed to us at the very outset of this project was, “How can Brunotti, as a winter sports brand, ensure that sales targets are still met while demand for products has more than halved due to the corona crisis?”
ApproachA challenge that requires taking an out-of-the-box approach and process. Brunotti and Prodos decided to not stop investing, but rather to find alternative ways to communicate. The main focus was to communicate on applications other than just winter sports and to support this with special imagery.
Result achievedAn increase in YoY sales during two important winter months. Despite the negative trend in the market, a growth of 15% in sales was achieved. By engaging the right target group with a relevant message tailored to their specific situation we were able to generate more sales in difficult times. This included specific communication about comfortable clothing for use in and around the house. In addition, we also focused on other applications of winter sports articles for walking and skating around the extreme frost in the Netherlands and other European countries where it was very cold during this period.
Continuously communicating and investing based on Brunotti’s core value. Smart funnels with the right communication. By activating the right target group with a relevant message tailored to their specific situation we managed to generate sales and growth during a difficult time. For instance, specific communication about comfortable clothing for in and around the house. In addition, there were other applications for winter sports articles for walking and skating around the extreme frost in the Netherlands and other European countries where it was very cold during this period. We therefore focused on alternative uses for the collection and looked for new sales markets in Sweden, Lithuania, Denmark and Austria, among others. The commitment to performance that Brunotti and Prodos have to each other makes sure that both parties are very keen on achieving results and have the same goals in mind, which in turn made us challenge each other and work together.
To realise this growth, we used a sequential strategy of campaigns in Google’s search & display network, social media ads and email marketing.
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