Through a partnership with real-time product communication platform Brandlive, New Balance is looking to convert interested online consumers into offline, in-store buyers.
In an attempt to drive in-store purchases from online consumers, New Balance debuted an interactive video campaign to launch the fourth generation of its popular 880 shoe line.
The initiative was supported by Brandlive, a platform that combines real-time online video, social, and commerce to help brands showcase products, engage consumers, and further drive sales.
New Balance's four-day campaign started with field rep training sessions on the Brandlive platform on August 11 and 12, and culminated in a nationwide online and in-store Brandlive broadcast.
On August 14, in the New Balance headquarters in Boston, product experts Keith Kelly and Claire Wood hosted a red carpet launch of the company's latest running shoes, 880v4. In an interactive video, Kelly and Wood demonstrated the shoe's new features to New Balance fans online. The video was also broadcast in 50 different running and sporting apparel retail stores across the U.S., and many of these stores featured the live Brandlive broadcast on their websites as well.
During their video presentation, Kelly and Wood also took questions from online viewers, including "Are the 880v4 shoes good for people with high arches?" and "Are the 880v4 solely running shoes or can they be used for cross-training?"
Interested consumers could then opt to "Buy Local" with links to websites of independent specialty retail stores that carry the 880v4, which were listed under the video. With this feature, New Balance was able to drive offline, in-store sales through its retail channel partners.
One of the biggest challenges for brands when they are looking to bridge the gap between online and offline sales is to "seamlessly sync the message between each channel, ensuring that the product information they're disseminating is consistently and uniformly conveyed on the Web and in stores," says Fritz Brumder, co-founder and chief executive (CEO) of Brandlive.
And this is even more essential when brands are selling through third-party retail partners in addition to their own corporate channels, just like New Balance, Brumder adds.
Brandlive used metrics like sign-ups, total attendees, and comment and question count to measure New Balance's broadcast initiative.
While as of press time, New Balance had not yet authorized the release of any metrics about participation and engagement, the campaign seems to have been successful, with online consumers posting positive feedback on the Brandlive platform, as shown below.
Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
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