Millennial Opps: TravisMathew announces new products, expansion plans (Score 67)
Sales lead: Reach out to this company to offer ad space & agency services. .png)
- TravisMathew announced it is diversifying its product portfolio beyond golf to become a full lifestyle brand.
- In 2024, the company is releasing a refreshed footwear line that will focus on casual wear.
- Plus, it is bolstering its women's offering by going from about 50 products to over 200.
- TravisMathew is also expanding with a plan of opening between seven to 10 stores a year.
Target demographic: Millennials
The company will likely:
- Increase promotional activity for the new products & stores
- Continue ramping up digital spend
- Seek agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: TravisMathew spent around $172.5k on national TV ads YTD, a 34% decrease from $261.2k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend jumped from $74.8k in 2021 to $262.2k in 2022.
- Ad programming: It placed ads during programming such as Golf, Golf Central, College Golf, PGA Tour Golf, and 2023 Senior Open Championship.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: TravisMathew spent about $2.9m on digital display ads YTD, a significant increase from $1m spent in this channel during the same time period of 2022.
- YTD data: 335.4m impressions via YouTube (52%), Facebook (29%), Instagram (14%), and desktop display (5%).
- 2021-2022 spend: Full-year spend jumped from $618.4k in 2021 to $1.4m in 2022.
- Ad location: It placed 97% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, yahoo.com, and golf.com. It placed 3% of these ads indirectly through Criteo and Google AdX+AdSense onto sites such as football.fantasysports.yahoo.com, yahoo.com, sports.yahoo.com, thedailybeast.com, and cnn.com.
Agency analysis:
- Opportunity: Keep reaching out to see if this company needs any assistance.
- We have not confirmed any current agency relationships for TravisMathew.
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
