Ok! Welcome back to my new podcast: The Marketing Playbook with Mark Friedman! Presented by Details Interactive. Here, you’ll take away 3 game-winning marketing plays every episode to take back to your team. I’m your host, Mark Friedman, and my career has been focused on direct-to-consumer marketing; direct mail, physical retail, and digital commerce.
This is Episode #3 and today’s guest is Matt Blonder. He’s the Global Head of Marketing, Brand Management, and Digital Commerce at Reebok. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – subscribe and leave a 5-star review if you have your playbook!
What is The Marketing Playbook with Mark Friedman?
Mark Friedman (that’s me) knows direct-to-consumer marketing. The 30+ year industry veteran has served as the President of eCommerce at Steve Madden, Chief Marketing Officer of Brooks Brothers, mentor to dozens of startups, and even youth sports coach. You’ll take away 3 fundamental tips every episode to help your team knock it out of the park, and draw up strategies for digital marketing, eCommerce, customer monetization, and pivoting with the brightest all-stars in business. Do you have your playbook?
Podcast Episode #3: Matt Blonder – Reebok Global Head of Marketing, Brand Management, and Digital Commerce
Matt Blonder, the Global Head of Marketing, Brand Management, and Digital Commerce at Reebok, adds his page to the Marketing Playbook. Hear how to know and listen to your customers, why data and analytics are relevant to all areas of business, how to create diverse and complementary teams, how Matt got into the digital marketing world, and what the Reebok and Adidas brands represent. This episode covers everything from a deep dive into data to the culture at Reebok. Here’s a small sample of what you will hear in this episode:
- What has changed in the retail world
- What organizational change is like at Reebok
- What channels Reebok sells through
- How to market to wholesalers
- Matt’s interest in psychology & anthropology
- The power of diverse teams in digital marketing
- How to market in a genderless world
- Where Matt would spend $1 million on marketing
Connect with Matt on LinkedIn.
Let’s open the playbook. Ready? Break! Check out the episode, show notes, and pictures below for much more detail.
Show Notes
- Intro
- [0:24] The Marketing Playbook with Mark Friedman
- [0:26] Details Interactive
- [0:32] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- [0:43] Connect with Matt on LinkedIn
- [0:51] Thank you as always to Max Branstetter of the Wild Business Growth Podcast at Hippo Direct for producing this podcast. You can reach him at max@hippodirect.com to bring your podcast to life
- Matt’s Page of The Marketing Playbook with Mark Friedman
- [1:06] Matt’s background
- [1:25] DTC (Direct-to-consumer)
- [1:36] OldNavy.com
- [3:18] UrbanOutfitters.com
- [3:32] Amazon Marketplace
- [4:10] Barnes & Noble, Toys”R”Us, Sports Authority
- [4:27] What has changed in the retail world
- [7:02] How Matt’s role has changed at Reebok
- [9:04] What are the changes he’s made in the organization
- [10:50] What organizational change is like at Reebok
- [12:26] Macy’s, Nordstrom, Amazon
- [12:39] Customer vs. Consumer, Wholesale
- [14:54] What channels Reebok sells through
- [15:13] Omni-channel
- [15:56] POS (Point of sale)
- [16:29] How to market to wholesalers
- [17:06] Foot Locker
- [17:29] Adidas
- [19:06] The mission of The Adidas Company
- [20:09] The impact of marketplaces in the retail space
- [23:01] McKinsey & Company
- [23:29] Matt’s interest in psychology & anthropology
- [26:19] The power of diverse teams in digital marketing
- [28:46] How to market in a genderless world
- [31:06] At Details Interactive, you can discuss your business with a seasoned direct-to-consumer marketing executive who’s helped launch and grow web businesses and integrate multi-channel marketing initiatives. Learn more at DetailsInteractive.com
- [31:43] How to use data & analytics for business
- [33:16] MarTech
- [33:31] Reebok’s new loyalty program
- [34:04] Accretive vs. Dilutive
- [34:29] Steve Madden
- [34:41] What are the consumer benefits of Reebok’s loyalty program
- [35:15] UFC, CrossFit Games, Ragnar race
- [36:20] Is Reebok’s loyalty program resonating with consumers
- [37:18] Churn or attrition rate
- [37:55] Where Matt would spend $1 million on marketing
- [38:57] ROI (Return-on-investment), Halo effect, Attribution Modeling, P&L
- 2-Minute Drill
- [41:03] Apple
- [41:15] Google Hangouts
- [41:22] Maison Margiela
- [41:35] Something Matt wishes he was better at
- [41:40] National Kidney Foundation
- [41:48] If Matt had a superpower what would it be
- [42:07] Matt’s most prized possession other than family
- This Week’s 3 Game-Winning Plays
- [43:02] Connect with Matt on LinkedIn
- [43:12] This week’s 3 Game-Winning Plays are as follows:
- Know and listen to your customers
- Data and analytics are relevant to all areas of business
- Create diverse and complementary teams
- [43:40] If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
- [43:52] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- Theme Song: Jazzy Man Funk Rock – Auditone Music Library – provided by Jamendo
How can I work with Details Interactive?
That’s it! Today’s game ball goes to Matt Blonder. Thank you, Playbook Marketers, for listening. If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts. You can also follow us on Twitter at @DetailsInteract and learn more at DetailsInteractive.com. Until next time, The devil is in the details.