Red Wing Shoe Company, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Red Wing Shoe Company is a manufacturer and marketer of footwear. The company, headquartered in Red Wing, MN, specializes in the production of durable boots but also has product lines that include casual footwear for men and women.
|Main Telephone||(651) 388-8211|
|Main Fax||(651) 388-7415|
Red Wing Shoe Company, Inc. ContactsContacts (5/10)
|David M.||President & Chief Executive Officer||MN|
Sample of Associated Brands
|Marc K.||Executive Vice President & Chief Information Officer||MN|
|Dave S.||Vice President & Chief Marketing Officer||MN|
|George C.||Vice President||MN|
|Joe G.||Director, Digital Marketing||MN|
|Red Wing Shoe Company, Inc.||*******|
|*** ****||******* ********* & *****||Media Planning||unknown||present|
|*** ****||*************, ***||Social||unknown||present|
|*** **** **** *******, ***.||******* ********* & *****||AOR - media buying & planning||2000||present|
|******||*** **********||Public Relations, Social||2016||present|
Who is the President & Chief Executive Officer of Red Wing Shoe Company, Inc.?
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What is the email of the Executive Vice President & Chief Information Officer of Red Wing Shoe Company, Inc.?
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Score 59 – Close Watch: Red Wing Shoe promotes CMO
Subject: Radio, digital, TV, social media, outdoor, sponsorship
Opportunity: Promoted Dave Schneider to CMO, where he will now oversee all marketing operations as a member of the executive team. Having already lead marketing the past two years, Schneider’s promotion comes mostly as recognition to a job well done. Because this is just a change in titles, don’t expect too many major changes to budget or the strategy right away. However, a congratulatory introduction should be used to begin a new business conversation.
Keep in mind that in the past Red Wing’s ad spend is highest in Q4 to drive sales during the winter holiday period. Last year, more than half of the shoemaker’s spend went towards radio. However, programmatic digital is way up from last year, and looking forward, it will most likely continue to rise. Therefore, focus your pitch more around ideas to increase digital engagement. The heritage Red Wing Shoe brand has long been known as a B2B and B2C blue collar brand, but keep in mind that it’s trying to boost revenue from the millennial fashion segment, as well.
Socialdevient oversees all Red Wing brands’ content marketing.
Experience: Before joining Red Wing Shoe in 2014, Schneider spent a lot of time in the agency world. His experience includes serving as SVP of marketing at Digitas and SVP and director of client services at Tribal DBB.
Media Spend: According to Kantar Media, Red Wing spent $1.2 million on measured media in 2015 (through Q3). About 60% went towards network radio, while the rest was divided among digital, broadcast, outdoor and print. For comparison, spending for 2014 (through Q3) was $568,000, so spending in general looks like it is way up.
TV Breakdown: Since January, the shoe company has spent around $4,000 on national TV ads, iSpot reports. For all of 2015, TV spend was at about $177,652, with a spike in Q2, and then again in the middle of Q3 through the middle of Q4. The ads aired only on the outdoor channel (as shown in the graphs).
Digital Breakdown: According to Moat, since the beginning of this year, Red Wing has run 21 ads on 31 publishers (8% mobile), 12% of which were placed site direct versus programmatic. Top ad destinations included noisetrade.com, whig.com, valleynewslive.com, suntimes.com, cbslocal.com and foxbusiness.com.
In comparison, for the same period in 2015, the company ran only five standard ads on four publishers (25% mobile), 91% of which were placed site direct.
314 Main Street
Chief Marketing Officer
Social Media Manager