The Kool-Aid Connection
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by Chief Marketer Staff
The same promotion skills that sell macaroni & cheese can sell basketballs and golf gloves. That’s why Spalding Sports Worldwide has hired packaged goods veterans for its corner office and marketing department.
“Disciplines honed on packaged goods can translate from industry to industry,” says Spalding vp-marketing services Ed Several. “The key is understanding consumers’ and retailers’ needs, then adapting marketing programs for that. The packaged goods understanding of what moves consumers from awareness to trial to loyalty is what we’re looking for here. The sporting goods industry is beginning to ramp up on those skills.”
