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Male Millennial, Gen-X Opps: Columbia Sportswear plans spend increases, focuses on digital, D2C

Update: Per a recent Q4 earnings call, Columbia Sportswear's US sales grew 20% during the quarter, largely due to increased investments in its global direct-to-consumer (DTC) business. The company plans to continue driving brand marketing investments, especially when it comes to digital channels. As CEO Tim Boyle said, Columbia is "committed, frankly, to keeping [its] marketing spend as high as possible."

During Q4, the company's Sorel brand launched a NYC campaign through outdoor, in-store and digital content. Columbia expects double-digit percent growth for the brand throughout 2019. It will focus on specific cities, especially NYC and Denver.

Columbia's top spending period is typically Q4, so sellers should reach out then to secure revenue. It tends to invest in broadcast, digital, outdoor, social and print, but over the past several years, print spend has gradually declined. Its target demographic largely consists of male millennials and Gen-X.

According to iSpot, in 2018, Columbia spent $368,355 on national TV targeting college football programs. This total, while not much compared to what other advertisers are spending, was all allocated during Q4. So far this year, the company has already spent $1,827, much more than it spent early last year. Columbia's total 2017 spend was $114,310.

Within the past year, Adbeat reports that the company has spent $3.5 million on digital display placed mostly through YouTube (49%) and direct (31%) networks on destinations including youtube.com, gearpatrol.com, spanishdict.com, amazon.com and outsideonline.com. This increased significantly from the $1 million spent during the previous year.

Agency & martech readers - continue prospecting elsewhere for now. Sorel's creative and brand media AORs are, respectively, Weber Shandwick.

Below was originally published on 1/29:

R/West.

A recent Q3 earnings call mentioned that Columbia is focusing on a digital-first marketing strategy and on key markets in Houston and Chicago. Additional focuses include its footwear line and its overall direct-to-consumer (DTC) business. Columbia also recently launched a print ad in the Washington Post.

Per Kantar, Sorel's planning and buying periods are, respectively, Q1 and Q4. Thus, sellers should reach out later in the year for fall revenue. Columbia tends to invest in broadcast, digital, print and outdoor. Its print spend has, however, gradually declined over the last several years. Its target demographic largely consists of male millennials and Gen-X.

Since Sorel promoted Natalie Hayes, former global brand director, to the position of VP of global brand marketing and US e-Commerce marketing in November, sellers should expect spend to increase. Also expect spend to rise since Sorel's sales saw an increase of 12% during Q3 (its fiscal year closed in December).

In 2018, iSpot reports that Columbia spent $368,355 on national TV targeting college football programs. While this might not be much compared to other advertisers, it was all allocated during Q4. So far this year, the company has already spent $1,827, much more than it spent early last year. Columbia's total 2017 spend amounted to $114,310.

According to Adbeat, within the past year, the company has spent $2.5 million on digital display placed mostly through YouTube (40%), direct (38%) and Google (15%) networks on destinations including youtube.com, gearpatrol.com, spanishdict.com, amazon.com and yahoo.com. This amount increased significantly from the $9,000 spent during the previous year.

Agency & martech readers - while agency reviews ordinarily follow each other, Columbia only named in September. Sorel's brand media AOR has been BSSP since 2008, and shifts typically become less likely after ten-year tenures. Thus, I'd prospect elsewhere for now.