Sonder | Inside-out Marketing: Converse build recording studio for aspiring musicians
Converse used the same money they would of spent on a TV ad to create and operate a studio for four or five years. That's inside-out marketing.
15769
post-template-default,single,single-post,postid-15769,single-format-standard,qode-quick-links-1.0,ajax_fade,page_not_loaded,,qode_grid_1300,qode_popup_menu_text_scaledown,footer_responsive_adv,qode-content-sidebar-responsive,qode-child-theme-ver-1.0.0,qode-theme-ver-11.2,qode-theme-bridge,wpb-js-composer js-comp-ver-5.0.1,vc_responsive

Inside-out Marketing: Converse build recording studio for aspiring musicians

Inside-out Marketing: Converse build recording studio for aspiring musicians

The man behind Converse’s marketing Geoff Cottrill explains the thinking eloquently; “Your job as a marketer is to understand your brand, its position in the marketplace, what differentiates you from your competitors, and then serve those consumers. The idea was not to borrow equity, …we decided to do something to celebrate[our customers] and build something useful for them.”

“We could’ve spent the same amount of money to do a big eight-week TV campaign, bought time in event television programs, but three months later no one would remember any of it,” says Cottrill. People just don’t remember too many ads anymore, there’s just too much noise. So for what it would’ve cost to do one big ad, we can operate a studio for four or five years. So it was about looking at the long game here, and not just temporary transactional advertising.”

Read more on this story at this Fast Company article and click here to understand more about communicating from the inside-out.