Year Founded: 1974
Signature Products: Outdoor Gear and Apparel
Marmot is a globally distributed brand of high-performance clothing and equipment worn by climbers, skiers, mountaineers and adventurers worldwide.
Marketing Manager Andy Meyer is always seeking new options to engage consumers with the key retailers that carry Marmot inventory. He says the Brandlive online video platform is a very different and new way to use live video that provides a turnkey marketing event for retailers interested to participate in co-op marketing events.
Andy and his team are focused to create co-op marketing programs with channel retailers to help position them as marquis distributors and also enhance the Marmot brand. Their marketing campaigns include a strategic mix of traditional advertising, product seeding programs and online promotions. The company also produces a series of in-house videos for retailers’ websites.
Marmot discovered Brandlive following very successful product campaigns on behalf of some Jarden Corporation sister companies such as Foodsaver® and Crock-Pot®. Andy says based on the positive feedback with the platform, they decided to conduct a pilot event with their biggest retailer. The objectives were to determine the level of consumer engagement and sales volume and whether or not people would replay a recorded video of the live event. “The engagement was excellent, with lots of people interacting and asking questions,” he said. “The retailer also responded very positively.”
By the end of 2013, Marmot had conducted two more major events throughout the fall with key customers plus a few internal training sessions. For a large customer located in the Southern U.S., the event helped drive website traffic during a Marmot promotional sale and also introduced the retailer to consumers who may have been unfamiliar with them. Participants even watched the recorded session for several days afterwards.
Marmot is hoping to conduct more Brandlive events with their biggest retailers in 2014. “Several customers have actually watched our events and are interested for their web campaigns,” said Andy. “Fritz and his team have done an exceptional job to create a package that we can literally just turn over to retailers. Our customers understand the huge value of having all of the leg work done for them.”