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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
Primary Address
314 Main Street
Riverfront Center
Red Wing, MN 55066
USA

Red Wing Shoe Company, Inc. Contacts

Contacts (5/10)
Name Title State
David M. President & Chief Executive Officer MN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (651) 388-8211
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 314 Main Street
Riverfront Center
Red Wing, MN
55066
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Irish Setter ***
Vasque *****
Red Wing Shoe Company, Inc. *******
Red Wing *****

Agency Relationships


Brand Agency Service From To
*** **** ******* ********* & ***** Media Planning unknown present
*** **** *************, *** Social unknown present
*** **** **** *******, ***. ******* ********* & ***** AOR - media buying & planning 2000 present
****** *** ********** Public Relations, Social 2016 present

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WinmoEdge

Score 59 – Close Watch: Red Wing Shoe promotes CMO


Subject: Radio, digital, TV, social media, outdoor, sponsorship

Company:

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.

Additional Insight

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. 

red-wing-shoes-est-tv-spend-01-01-2016--03-30-2016

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. 

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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. 

Winmo)
314 Main Street
Riverfront Center
Red Wing, MN 55066
(651) 388-8211
 
Dave Schneider
Chief Marketing Officer
(651) 388-8211
dave.schneider@redwingshoe.com
 
Ken Taylor
Marketing Manager 
(651) 388-8211
 
Jackie Meisel
Social Media Manager
(651) 388-8211
jackie.meisel@redwingshoe.com