SPORTMASTER STAYS IN SHAPE
Since 1979, Sportmaster has equipped athletes from head to toe. And to mark the 40th anniversary in 2019, Denmark’s largest sports chain asked Kailow to prepare the concept for a new marketing initiative. The solution was to offer a discount and loyalty magazine that presents the season’s product line and is distributed door-to-door four times during the anniversary year. By being present as a brand in the physical space, Sportmaster maintains and develops loyalty.
“Today, the challenge is to find a different way of communicating.”
Today, the challenge is to find a different way of communicating. Heavyweight Sportmaster is already performing across all digital platforms and has a hefty omnichannel strategy, from ecommerce to welcoming customers in more than 100 physical retail stores. Sportmaster had long abandoned the traditional brochure, distributed door-to-door weekly or bi-weekly. But here, Kailow’s communications team saw a golden opportunity to stand out: by reinventing the medium, but in the form of a promotion and loyalty magazine published quarterly. A strategic design twist which, in the company of the customer, ensures active perception – in a media landscape where over the past 20 years, digitisation has become mainstream.
“Here, the high-end promotion and loyalty magazine emerges in between all the digital platforms and breaks the boundaries for sales.”
“Here, the high-end promotion and loyalty magazine emerges in between all the digital platforms and breaks the boundaries for sales.” For Sportmaster, it meant that sales increased markedly during the campaign period. Design and concept make up the recipe, along with good promotions – not every week, but once a quarter. It is about being physically present in the home of the consumer.
At Kailow, we don’t just love print and digital solutions, we also love good design. In terms of design, we created a beautiful showcase that is both aesthetically appealing and well-functioning. We sent our photographer and models on a run along the sea front, wrote some catchy lyrics and ensured ample space to present the individual product. The result is an elegant, visual magazine that both informs and inspires. All served in a well-trimmed graphic layout in the fresh colours of spring.
As a full service agency, Kailow provides the complete communications solution – from strategy, concept, content and design to printing and distribution. And we are happy to put on our running shoes. In just three weeks, the 1.2 million magazines were ready to spread promotions and joy of exercise among sports fans across the country. To read: “Comeback for traditional media – why?”