Gen-X Opps: Good Feet hires first-ever CBO (Score 57)

Sales lead: This hire will affect the company's marketing strategy & agency roster. 

• Good Feet (GF) named Doug Zarkin its first-ever chief brand officer, effective October 15th, 2023.
• Zarkin most recently served as CMO of Pearle Vision.
• At Pearle Vision, Zarkin was responsible for field marketing, CRM, retail experience, and merchandising. 

Target demographic: Gen-Xers 

The company will likely:

• Continue moving ad dollars from digital to national TV
• Review the current agency roster
• Try some new marketing tactics

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: GF spent nearly $2.6m on national TV ads YTD, up 37% from $1.9m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped by 38% from $1.6m in 2021 to $2.2m in 2022. 
• Ad programming: It placed ads during programming such as Jeopardy!, Wheel of Fortune, CBS Mornings, Dateline, and MLB Baseball. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: GF spent approximately $363.7k on digital display ads YTD, a 22% decrease from $464.4k spent in this channel during the same time period of 2022. 
• YTD data: 40.5m impressions via desktop display (37%), Instagram (24%), Facebook (19%), mobile display (11%), and YouTube (10%). 
• 2021-2022 spend: Full-year spend equaled $570.9k in 2021 and $565.7k in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as instagram.com, facebook.com, nbcsandiego.com, youtube.com, and abc7.com. It placed 2% of these ads indirectly through The Trade Desk and Google AdX+AdSense onto sites such as yahoo.com, wsbtv.com, usatoday.com, thehill.com, and findagrave.com. 

Additional channel insights  

• Vivvix: GF also invests in radio, OOH, and local broadcast. 

Agency analysis:

• Opportunity: Contact the new CBO now to be top-of-mind.
• Current roster:
  • Havas Formula: PR
  • ID Media: media buying & planning
  • In-house: media