Brand Comparison Paper: Brooks Running vs. Mizuno Running by Allie Grace Myers

Brooks vs Mizuno A DETAILED ANALYSIS OF BROOKS RUNNING AND MIZUNO RUNNING BASED ON SOCIAL MEDIA BY ALLIE MYERS MARCH 8, 2018

What to Expect Executive Summary…………………………………...............................................3 About the Industry.…………………………………................................................4 History of the Brands………………………………….............................................5 Sentiment Analysis…………………………………................................................7 Banner Advertising………………………………………………………………………..……10 Deep Dive Analysis: Platform by Platform…………..………………………………11 ◦ Website…………………………………......................................................................12 ◦ Email……………………………………………………………….............................................15 ◦ Facebook…………………………………………….………….............................................18 ◦ Twitter.…………………………………........................................................................21 ◦ Instagram…………………………………....................................................................24 ◦ Youtube…………………………………………………………..............................................27

Conclusion…………………………………...........................................................30

Executive Summary Brooks Running and Mizuno Running are both companies focused on providing running shoes and other athletic gear to runners. Both brands are very established and are recognized by runners around the world; however, they have varying ways and styles in which they interact with their potential and current customers digitally. Brooks Running and Mizuno Running both effectively utilize website, email, and various social media platforms to interact with and engage their audiences. Throughout this deliverable, I will discuss the running shoe industry in addition to the background of each company. Then I will assess the brands on how each uses digital media to reach its audience. Just as you cannot successfully complete a marathon without proper preparation, being influential in the digital age is about consistency, engagement, and passion. After the complete analysis, I will determine which brand has run the best race. After all, “ The race does not always go to the swift, but to the ones who keep running.” Now Brooks and Mizuno… “On your mark, get set, GO!”

About the Industry Runners are a strange breed-‐ I know because I am one of them. As an avid runner who will be competing in my first marathon on March 18th, I am a firm believer that a good pair of running shoes can make all the difference. And I am not alone on that. There are countless articles and quotes devoted to helping runners find the best shoe for them. Further, Running is a simple sport. As opposed to sports that require a lot of special equipment such as shin guards, helmets, or racquets, all that is required for running is a nice pair of running shoes. The top running shoe brands are ASICS, Brooks, Mizuno, Saucony, New Balance, and Nike. In 2015, Americans spent $3.2 billion on running shoes, which is up 40% from 2010. The running shoe market is highly profitable, and companies are working to remain relevant in the digital age. I chose to focus on Brooks Running and Mizuno Running due to their established presences, in addition to my personal preferences in running shoe.

History of the Brands Brooks Running is a Seattle Based brand that was established in 1914 by John Brooks Goldenberg, and it is a subsidiary of Berkshire Hathaway Brooks is a developer and marketer of athletic men’s and women’s running shoes, clothing, and accessories. Although it was originally founded to be a manufacturer of products for a wide range of sports, in 2001 the company made a strategic decision to cut half of its brands including all football, basketball, and tennis products. It did this so that it would be able to solely focus on performance running shoes and gear. Brooks has products located in 60 countries. Brooks has experienced much success in its recent history. It has been the top selling brand in the specialty shoe market from 2011 to 2017. Further, top running publications have named Brooks shoes the “Best Running Shoe.” Brooks has successfully implemented a focus strategy, marketing towards those who shop in the specially store segment. Rather than having a broad target audience by catering to many sports, Brooks has a niche market, by focusing on runners. It targets all types of runners, regardless of his or her skill, age, or gender. This strategy has proven to be very beneficial for Brooks. Brooks shoes run between $130-‐$170.

History of the Brands Mizuno is a global brand that was established in 1906 by Rihachi Mizuno in Osaka, Japan. Rihachi loved the sport of baseball, and he opened his first Mizuno store to sell baseballs. Rihachi is famous for his motto, “Go on and create a-‐mon (the best products for consumers.)“ This valuable quote has driven Mizuno to create high quality products and innovations to benefit the sports world. Unlike Brooks, Mizuno sells a variety of sports products, including gear for baseball, golf, and volleyball, in addition to running products. Mizuno’s North American Headquarters is located in Norcross, Georgia, and this has contributed to Mizuno being a very popular brand in the Southeast. In reference to Mizuno Running, in 2007, Mizuno Running established the ‘Infinity wave’ technology which was incremental and developed specifically for running shoes. Further, in 2015, Mizuno and Atlanta Track Club signed a long-‐term partnership to unite two prestigious Atlanta based brands. Further, in 2016, Mizuno Running Shop was opened in Taiwan. As opposed to Brooks, which is dedicated to runners, Mizuno has a wider target audience due to its diversity of product offerings. However, similar to Brooks, Mizuno Running targets runners who are active enough to want a nice pair of running shoes and shop in the specialty store market. Mizuno’s shoes run between $105-‐$140.

Sentiment Analysis For the purposes of this analysis, I checked Social Mention daily over a 10-‐day period and recorded the numbers of strength, sentiment, passion, and reach for Mizuno and Brooks. To keep all matters consistent, I searched “Mizuno Running” and “Brooks Running” to ensure the mentions were related to the actual brands I was researching. I recorded my findings in a spreadsheet and then calculated the averages of each measurement. The calculated averages are shown below. Strength is the likelihood that your brand is being discussed in social media. Sentiment is the ratio of mentions that are generally positive to those that are generally negative. Passion is the likelihood that individuals talking about your brand will do so repeatedly. If you have a small group of very passionate advocates who talk about your brand all the time, you will have a higher passion score. Reach is a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions.

Strength

45%

22%

Sentiment

3:1

4:1

Passion

16%

37%

Reach

43%

28%

Sentiment Analysis Strength: On average, the strength for Brooks Running is 45%, while the strength for Mizuno Running is 22%. This measurement indicates that Brooks is being discussed more than twice as often as Mizuno. Sentiment: On average, Brooks sentiment is 3:1 while Mizuno’s sentiment is 4:1. The ration of positive to negative statements for Mizuno is slightly higher than that for Brooks. Both Brooks and Mizuno should work on increasing the number of positive statements, because neither of these sentiment ratios are very high. Passion: On average, 16% of people who talk about Brooks will do so repeatedly, while 37% of people who talk about Mizuno will do so repeatedly. Although Mizuno may be lagging behind Brooks in terms of strength, Mizuno has loyal customers who enjoy talking about it repeatedly. Reach: On average, Brooks is reaching 43% of people while Mizuno is only reaching 28% of people. This means that Brooks is reaching a higher number of unique users as opposed to Mizuno. Mizuno should work to increase its overall presence to ensure they are reaching an adequate amount of people.

Sentiment Analysis And the winner is… It’s a tie! Although Brooks has a larger overall presence, indicated through both strength and reach, Mizuno has a more passionate consumer base. Mizuno also has a slightly higher sentiment of positive mentions to negative mentions compared to that of Brooks. With these results, each brand should work on increasing its areas of weakness. Brooks should focus on developing a more passionate base, and Mizuno should work on expanding its overall reach on the internet.

Banner Advertising Brooks and Mizuno both effectively utilize banner advertising to follow their customers and potential customers around the internet. Both brands’ banner advertisements popped up on many different websites-‐ often ironically at the same time. Each company effectively uses cookies to track its customer, and I took note of whenever I saw a banner ad. Brooks ads were usually on the side of the screen and only pictured one image. Contrary to Brooks’ ads, Mizuno’s ads typically featured multiple shoes, and the ads tended to be larger and near the top or the bottom of the screen. Further, many of Mizuno’s ads would flash and attract attention. And the winner is… Mizuno! Due to Mizuno’s large, attention grabbing ads, its is more effectively utilizing banner adverting.

Deed Dive Analysis: Platform by Platform A CLOSER LOOK AT THE WEBSITE, EMAIL, FACEBOOK, TWITTER, INSTAGRAM, AND YOUTUBE PLATFORMS FOR EACH BRAND

Website Brooks website is very nicely laid out. It has a very fun, youthful vibe, and its colors are light and bright. Brooks motto “Run Happy” is featured throughout the website. The main landing page is the most community oriented page. When you arrive at the main landing page the first thing you notice is the promotion for Brooks St. Patrick Day Collection. As you scroll down, you will notice many different athletes featured-‐ all of which are sporting Brook’s products. Brooks also has a section devoted to encouraging people to tag Brooks on social media using the hashtag #brooksrunning. At the very bottom of the website, there is a button that you can click to easily visit one of Brook’s social media platforms.

Website Mizuno’s website is very clean and polished. It features many high-‐quality images, and its colors scheme uses a multitude of darker colors. The landing page has many close up images of Mizuno’s shoes being worn in outdoorsy and adventurous environments. The website has a headline pointing out that Mizuno is an official partner of the Atlanta Track Club-‐ the second largest track club in the US and organizer of the world’s largest 10k. Mizuno also has a section that features a Mizuno sponsored athlete-‐ Rob Mullet. Upon further scrolling, there is a 35 second video featuring a female athlete running, and the last part of the video highlights Mizuno’s shoe. The product featured is a shoe which one can purchase to contribute to The Breast Cancer Research Foundation. Mizuno also has a section in its website in which it promotes the hashtag #TEAMMIZUNO on Instagram, Twitter, or directly on its website. Further, Mizuno has a section where it can help a customer pick the right running shoe. This tool asks the customer a variety of questions and then suggests the best running shoe for the customer. Through this, Mizuno is doing a good job involving its audience and promoting its social media platforms.

Website And the winner is…. Mizuno! Mizuno’s website is very well put together and features many unique, quality photos, videos, athletes, and stories. Its overall look and feel of the site is what give it the ultimate push. Mizuno’s advertisement of social media on its website is very natural looking, and I appreciate how Mizuno gives the consumer the option to directly upload a photo to Mizuno’s website. I appreciate the overall aesthetics of Mizuno’s website, and the entire platform looks put together, without being too overwhelming.

Email Within a 14-‐day span, Brooks sent me 11 emails. Although the amount of emails sent was a bit excessive, I enjoyed learning about the happenings of Brooks. Brooks even sent an email featuring its newest special edition Shamrock shoe. Brooks emails are very simple, yet long, and the aesthetic perceived through the email is playful, consistent with Brooks website. Further, most graphics on the emails are just sketches. Brooks emails are a bit long, and it takes a while to scroll through the entire email. The first image does not typically catch my attention, and I tended to quickly glace through the email rather than actually engage in the content. After spending time on Brooks website and adding a pair of running shoes to my cart, I received an email asking me if I would like to return to the cart within one hour of adding the email to my cart. This was the only email I received in reference to my cart.

Email Within a 14-‐day span, Mizuno only sent me 4 emails. Mizuno’s emails are short and sophisticated looking. They have the “cool feel about them.” The pictures featured are high quality and intense looking. The top of the email features a significant person or event, while the bottom part of the email highlights the newest version of a running shoe. At the very bottom of the email, Mizuno has a link to take you to each of its social media platforms-‐ Facebook, Twitter, and Instagram. Further, about one hour after adding a a pair of running shoes to my shopping cart, I received an email from Mizuno asking me if I would like to return to my cart. This was also the only email I received in reference to my cart.

Email And the winner is… Mizuno! Overall, Mizuno’s emails provide ample information in a digestible format. It does not send too many emails, but instead the right amount to ensure the audience learns about the happenings of Mizuno without overwhelming its audience. Brooks should focus on simplifying its emails, in addition to cutting down on the number of emails sent.

Brooks set its first profile picture on September 12, 2011. Since then, it has had 19 profile pictures and 51 cover photos. Most recently, Brooks added a cover video promoting its newest Special Edition Shamrock shoe. Brooks posts live videos to inform customers about its newest shoes. First, Brooks creates an event to inform its audience about the live video, and then after about three days of promotion, Brooks begins the live video. While Brooks is live, Brooks asks customers to tune in and comment below with any questions they may have. In this way, Brooks is directly engaging with customers. Brooks also uses hashtags and includes links to the products being shown in the pictures. Brooks Facebook presence is extremely effective.

Mizuno set its first profile picture on November 30, 2010. To date, it has had eight profile pictures and 32 cover photos. Mizuno engages its audience often by asking users to comment on its photos and statuses. For example, one post asks users to comment where they choose to run and why. In this way, Mizuno is encouraging engagement. Mizuno also uses the hashtag #runnerproblems. They appeal to their audience through humor. For example, one post features a man running in work socks because he forgot his running socks. Mizuno is relating to its audience through funny problems that can occur if you are a runner. Further, one post asks US Postal Service to make bigger mailboxes so they can fit the check that they raised for the Breast Cancer Research Foundation in the mailbox. Mizuno’s Facebook use is limited however, and its should work to add more variety to its posts.

A closer look…

Likes

1,189,056 people

688,880 people

And the winner is… Brooks! Brooks surpasses Mizuno on its Facebook presence. Although Mizuno appeals to its audience through humor, it could do more to engage its audience. Brooks utilizes many of Facebook’s unique features to engage its audience, including creating events and hosting live videos. Further, the sheer number of likes that Brooks has allows it to engage a greater audience. Mizuno should focus on adding variety to its posts such as adding live videos and events. Mizuno should also work on gaining more likes on its Facebook page.

@brooksrunning has a very strong Twitter platform. Rather than focusing on creating transactions, the page focuses on uniting the running community. Brooks Twitter consistently features an athlete and his or her unique story. Brooks also post one to two times per day, and it is up to date on the latest happenings in the running world. For example, when the first man to ever run a sub 4-‐minute mile passed away, Brooks posted an article from the New York Times to commemorate the loss. Brooks content varies to ensure it remains interesting and relevant. Brooks uses many hashtags including #RunLucky and #BrooksDNA.

@MizunoRunning uses many of the same posts from its Facebook account on its Twitter account. It also retweets many posts. For example, because Mizuno is an official partner of the Atlanta Track Club it retweets many of the ATC’s post, and this has greatly benefitted Mizuno’s efforts of reaching its Atlanta audience. Mizuno also retweets posts that tag its products. Although Mizuno does not post every day, it is consistent in posting once every few days. As opposed to Brooks, Mizuno frequently tries to create transactions, and it posts about its shoes for sale often. Mizuno uses many hashtags including the following #runnerproblems, #runwithmizuno, and #MizunoRunning.

A closer look…

Tweets

37.2K

7,038

Following

1,955

309

Followers

208K

56.7K

Likes

26.2K

739

And the winner is…. Brooks! Brooks surpasses Mizuno in every aspect. Brooks use of original content and creative hashtags allows it to remain relevant. Further, Brooks ability to share articles and tweets to engage the entire running community increase its variety. Brooks tweets frequently, which is effective on a Twitter platform. Mizuno should work on developing more original content specifically for Twitter. Moreover, Mizuno should focus on increasing its audience.

Brooks has a very strong Instagram presence. Consistent with the rest of its platforms, the pictures it posts are bright and fun. Brooks features its products in photos and even has a link to purchase an item directly on the photo. Brooks features runners and often updates its followers on athletes and their races. Brooks also does a very good job keeping up with the different holidays and world events going on. Brooks posts Instagram stories, and it has different stories for each of its products. The platform also gives customers an opportunity to shop Brooks, call Brooks, or to see where Brooks’ headquarters is located. Further, Brooks ads pop up frequently when I am scrolling on Instagram. The ads are native, and I do not mind them popping up. Brooks utilizes its Instagram platform very effectively.

Mizuno’s Instagram features many photos similar to those posted on Facebook and Twitter. Mizuno engages with its audience by posting a photo and then asking a question along side it. The brand also engages with its audience through its hashtag #RunnerProblems. It posts many photos that only “runners” would be able to understand. Mizuno does not utilize a feature that allows a customer to click directly on the photo to then be taken to buy the products that are featured. Further, it has not posted any Instagram stories. Mizuno’s Instagram use is limited, and it could better take advantage of the platform’s features.

A closer look…

Posts

1,178

961

Followers

359K

178K

And the winner is… Brooks! Brooks overall use of Instagram is much stronger than that of Mizuno. Brooks has paid attention to details, and this is evident through its consistent look and feel. Its use of stories and variety of content allow it to constantly engage with its customers.

Brooks YouTube Channel is very impressive. Consistent with the rest of Brooks’ social platforms, the YouTube channel has a fun and youthful feel. When you log on, the first video that plays is an inspiring video about a man running the Appalachian Trail. Brooks has many sections including Brooks Live, Extraordinary Feats, Brooks Athletes, Run Happy Highlights, Shoe and Running Apparel, and Brooks Inspiring Coaches. In this way, Brooks has divided its videos based on the category that best describes it. Each category focuses on a different aspect of running. Brooks About Page is very simple and organized. Its About page also has links to its other social platforms, making it easy for its audience to engage.

Although Mizuno Running has its own Facebook, Twitter, and Instagram profile, there is not a separate profile on its YouTube channel. Therefore, Mizuno Running must share space with the rest of the Mizuno company. Therefore, there is only one header devoted to running. The running section of Mizuno’s channel is disorganized and scattered. Although the individual videos are focused, it is very difficult to navigate the videos due to their disorganized nature. Any video that pertains to running, is in one section. This makes it harder for customers to find a specific video related to running. Mizuno’s About Page is barely filled out and similar to the rest of the YouTube channel, looks cluttered and disorganized.

A closer look…

Subscribers

9,436

6,013

Views

1, 788, 836

2,230,847

Joined

Feb 19, 2008

Jan 6, 2010

And the winner is… Brooks! Brooks overwhelmingly surpasses Mizuno on Youtube. From its organization, to its quality of videos, it is evident that Brooks spends more time focusing on its YouTube channel than Mizuno does. Although Mizuno appears to have more views, this is the amount of views for all Mizuno USA’s entire page, not just Mizuno Running. Mizuno should consider creating a separate YouTube page specifically for running, as a means to gain organization and have a greater chance of effectively competing with Brooks.

Conclusion An overview of Brooks and Mizuno on all platforms…

Sentiment Analysis Banner Advertising Website Email Facebook Twitter Instagram YouTube

Conclusion And the winner is… Brooks! Throughout this analysis Brooks and Mizuno ran an even race. Although Mizuno’s banner advertising, website, and email were stronger, Brooks overtook Mizuno on social media platforms. After accessing the platforms, it is evident that Brooks spends much more time and resources on its social platforms to ensure presence is relevant and up to date with the latest features. Brooks also has many more followers than Mizuno, and this contributes to it surpassing Mizuno. Because Brooks solely focuses on running, it has an advantage in that it can allocate all of its time and resources towards running. However, because Mizuno Running is competing in the same running market as Brooks, it should work to improve its platforms. Brooks is a best in class example of being able to both manufacture quality shoes and effectively engage and market towards its audience through social media use. Throughout this analysis, I have learned much about the marketing efforts of both Brooks and Mizuno, and I look forward to seeing how their efforts continue to change as the social platforms adapt and evolve.