9¼ WAYS TO GROW
WITHOUT ALIENATING
YOUR CORE
Sport is growing fast. More people taking part, and spending more money than ever before.
But it’s cultural now too. Running shoes are fashion. Outdoor gear in offices. If you’re a sports brand, that’s a big opportunity.
How do you sell to both, without annoying your core audience? That’s where most brands mess it up.
Join the 6,423 other people who have downloaded our guides and get it right.
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For every dollar they spend, their's is 18x more powerful than yours.
So if your Underdog has the same budget as the biggest brand, then their cash is already 18x more powerful, just because they’re big. But of course, you don’t have the same budgets, because capitalism isn’t fair.
TOP DOGS F*CK UNDERDOGS
90% of people consider just two brands when purchasing.
The most famous brand in a category is consistently one of the two brands considered by 90% of people in the 'consideration phase'. If you're consistently one of those two brands, the game changes considerably.
IT’S TOP TWO, OR NOTHING
Whatever got you to first base, is unlikely to get you to second.
Increasing customer acquisition costs and decreasing efficiency means Underdogs reach a saturation point. Layering in new tactics can create a step-change. But it’s scary, because it means the status quo isn’t working.
GETTING TO SECOND BASE
A FEW NUGGETS FROM OUR UNDERDOG GUIDE ...
"It's easy to get tripped up when trying to grow, this is exactly what we need to stay focused on growing in the right way."
Marketing Director, Brooks
"Actually useful. No fluff or buzzwords, just actual advice that you can implement quickly."
Brand Manager, COROS
"Sharp, simple and annoyingly accurate. You'll disagree with bits, then realise they're right".
Strategy Director, Salomon