In this episode of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst talks with Colin Clark, Global CMO at Dunlop Protective Footwear. Colin shares his journey from working with brands like the Chicago Cubs and Under Armour to scaling Dunlop’s marketing initiatives globally. He discusses the unique challenges of marketing across 75 countries with a small team, and how Dunlop customizes campaigns for both B2B and B2C segments. Discover how Dunlop leverages partnerships, tests new programs, and tailors campaigns to meet the specific needs of local markets. Colin also shares insights on how Dunlop stays authentic to end users while scaling marketing efforts and introduces innovative product solutions.

Key Takeaways:

• Colin’s Career Journey: From his dream job at the Chicago Cubs to driving global marketing at Dunlop.

• Building Global Campaigns: How Dunlop customizes campaigns by working closely with distributors and retailers in different countries.

• Localization vs. Globalization: The importance of authentic messaging for different regions, including language, product terminology, and cultural differences.

• Dunlop’s Approach to B2B and B2C: How they tailor messages and user journeys for both sectors to effectively engage diverse customer segments.

• Innovative Product Solutions: Dunlop’s introduction of the “sneaker fit” boot to address specific customer pain points, especially for agriculture and construction users.

• Marketing Funnel Strategy: Colin shares how Dunlop focuses on building a strong conversion engine at the bottom of the funnel and gradually moving up to brand awareness with video and user-generated content.

Memorable Quotes:

• “Global campaigns without that local authentication will only get you so far.”

• “We started with the end user’s pain points, and that led us to innovate with products like the sneaker fit boot.”

• “Authenticity is key. Every campaign, even if it’s global, has to resonate at the local level.”

Connect with Colin Clark and Dunlop Protective Footwear:

• Website: dunlopboots.com

• LinkedIn: Colin Clark on LinkedIn

Connect with Symphonic Digital:

• Website: symphonicdigital.com

• X (formerly Twitter): @SymphonicHQ

How to Listen & Subscribe:

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Timestamps:

• 00:02 - 00:08 — Intro: Performance Delivered with Steffen Horst

• 00:09 - 00:47 — Introducing Colin Clark

• 00:49 - 01:09 — Colin’s Journey with the Chicago Cubs

• 01:10 - 01:46 — Transition to Under Armour and Cal Ripken Baseball

• 02:36 - 03:56 — Global Campaigns: Importance of Localization

• 05:00 - 05:46 — Dunlop’s B2B and B2C Marketing Approach

• 06:46 - 08:11 — Scaling Campaigns Across Countries

• 16:05 - 16:29 — The Dunlop Difference: Sustainability and Innovation

• 22:51 - 23:57 — Video and User-Generated Content in Dunlop’s Strategy

• 23:58 - 24:45 — Outro and Contact Information

Tune in next week for more Insider Secrets for Digital Marketing Success!

The views and opinions expressed on the “Performance Delivered” podcast are solely those of the author and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Performance Delivered, and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2024.