From Zero
to Hero!
Propelling ASSOS to becoming the most valuable cycling brand in America!
Background:
ASSOS - a pioneer in cycling apparel innovation since 1976, faced some challenges in the US. Although it had partnered with an established distributor, the results had fallen short of expectations. Sales in the US lagged behind the European market. Hans was asked to step in, and put ASSOS into a higher gear.
Problems:
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A handful of giant e-commerce players consistently offered heavy discounts on the brand.
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ASSOS products could more or less not be found in stores, as retailers had no incentive (nor interest) in stocking the line.
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ASSOS had not a single sales rep in the US, nor Canada.
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In addition to all these factors, cyclists had grown disenchanted with the brand, causing it to lose its allure.
Solution:
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Established ASSOS' MSRP policy, and shut down accounts that violated the file.
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Recruited three in-house reps, and some 20 independent reps.
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Launched ASSOS TV to offer training to retailers, rep groups, store staff, ambassadors/media. Got more than 15,000 views without promoting the channel. ASSOS TV had a huge impact on our overall sales results.
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Categorized the retail network, created guidelines and greater incentives to loyal dealers.
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Launched The ASSOS Upgrade Program, a campaign that chewed into the market-share of our competitors. The success of this campaign, paved the way for ASSOS success in the US.
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Rolled out the ASSOS Ambassador Program that created an impactful trickle down effect amongst cycling fashionistas.in select cities.
Results:
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250% sales growth in six years.
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ASSOS won: "Most Valuable Brand", after votes from members to the US Bicycle Retail Industry.
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Set up eight Shop-in shops in key cities.
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ASSOS featured in the movie: Icarus. Oscar Award winner, Best Documentary 2017.
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Recruited and managed a team of 12 super staff.
Most Valuable Brand:
ASSOS at the Oscars!
Hans first met movie producer, Bryan Fogel in Los Angeles, 2014. ASSOS agreed to sponsor this unknown Hollywood executive, and boy did we ever get a great ROI. Bryan's movie, Icarus, won an Oscar for Best Documentary, and was a huge hit on Netflix. This also resulted in ASSOS getting exposed to hundreds of millions of viewers
ASSOS TV
Launched ASSOS TV to offer training to retailers, rep groups, store staff, ambassadors/media. Got 13,000 views without promoting the channel. This was one of the key factors as to how ASSOS succeeded in America
ASSOS TV trains more than 500 retailers and get +15,000 views!
ASSOS sets up more than 10 Shop-in-shops in North America
ASSOS Shop-in shop plan for a US based shop.
ASSOS rolls out an event marketing strategy, by acquiring a mobile-shop
ASSOS Mobile Shop in San Francisco, CA.
We utilized readily available resources to identify hot areas to target (Strava Heatmaps)
The Strava Heatmap was a successful tool to help us pinpoint our event strategy.
On the road again!
The ASSOS Wagon paid of itself by selling produce at events.
ASSOS Wagon introduces the brand to thousands of discerning cyclists!
ASSOS Bib-upgrade Program.
Call us to discuss!
