MARKETING STRATEGY - POSITIONING,
MESSAGING AND CONTENT MARKETING
Sports Endeavors Inc. is a $200M+ company that owns and operates a number of e-commerce properties, including Soccer.com, Lacrosse.com, WorldSoccerShop.com and WorldRugbyShop.com. They engaged us to provide market research and strategic recommendations for their Lacrosse.com business, which was losing ground to its competitors.
Through primary and secondary research, we discovered an opportunity to own a unique position in the lacrosse market. We sent out surveys and showed up at tournaments to talk to players, parents and coaches, and discovered that they were relying on advertising and manufacturers' claims for product information, and didn't have trusted experts to rely on for product knowledge. We recommended that they pursue the role of "equipment experts" online, by providing equipment knowledge, advice and guidance, and presented a unique content marketing template for pursuing these efforts, both of which they are currently implementing.