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CASE STUDY: CROCS

Situation

Crocs, Inc. is a designer, manufacturer and retailer of footwear for men, women and children under the Crocs™ brand. The business launched in 2002 and today Crocs™ shoes are sold in over 100 countries around the world.

Crocs was embarking on a nation-wide mobile marketing tour at a variety of high profile sporting events, including NASCAR, Daytona 500, AVP Pro Beach Volleyball Tour, NCAA football and basketball games and premiere golf and boating events. As this was the company's inaugural event program, their focus was on building brand awareness through consumer engagement, while conducting market research and growing their consumer database. In order to facilitate a fully managed, interactive event experience, Crocs turned to In-Touch (formerly NCI Mobility) to assist with survey design, electronic data collection via kiosks and mobile tablets and post-event marketing for the entire tour. The consumer feedback would provide intelligent data for future corporate initiatives and an improved database would facilitate sales and marketing programs going forward.

Solution

In order to achieve these goals, In-Touch designed a variety of branded surveys that were conducted onsite during the sporting events and delivered to participants via interactive marketing kiosks and mobile tablets. Onsite brand ambassadors facilitated the data collection, by inviting attendees to visit the branded kiosks or to interact with the mobile tablets to complete the survey. To encourage participation, a sweepstakes incentive for prizes including Crocs footwear and promotional items was included.

In-Touch managed the multi-stream data collection from over 250 events, over the course of 24 months. The Crocs team was able to log in remotely to the In-Touch reporting site to gain real-time insight into event success. After each event, In-Touch delivered a follow up email marketing campaign to participants, with an incentive offer to visit www.crocs.com and receive online discounts on Crocs footwear purchases.

The following data collection objectives were highlighted:

• Capture contact information for all participants
• Determine how the consumer first learned of the Crocs brand/products
• Determine the overall consumer impression of the Crocs brand
• Evaluate the consumer interaction with Crocs products at the event
• Evaluate if the Crocs products fit the lifestyle and activities of the target sport/event participants
• Determine if the consumer is more or less likely to purchase Crocs products following the brand interaction

Results

• Increased consumer marketing database with over 85, 000 new contacts.
• Gained valuable consumer insight regarding corporate brand impression and identified areas for sales and marketing opportunities. (Example: analysis showed that almost 85% of respondents were more likely to purchase Crocs products in the future, based on their event experience with the brand.
• Post-event email marketing campaigns drove unprecedented traffic to the corporate website, resulting in increased e-commerce revenue.
• Marketing program ROI with analysis of post-event incentive program. Determined which events yielded the highest online transactions, with code redemption tracking.