TIME SPORT
Who: Time Sport, a storied cycling brand
What: One five-minute module
Why: To share the latest brand story and train on new products and technologies
Working with Time Sport is one of my favorite projects to work on but probably for the reason that doesn’t happen very often. There are times when a brand comes to you, and you get on that first discovery call, and it just seems like it’ll be your average project. However, I knew that Time Sports didn’t need typical work done.
After a routine discovery call, I sent additional questions for the brand because the initial conversation didn’t go as well as my team had hoped. My team knew there had to be more to this brand’s story, especially after doing some sleuthing on the internet. Time was losing trust in their audience as multiple reviews of some recent products weren’t favorable. We got Time’s responses back, and they revealed that they were beginning to work on the problems their consumers were noticing. The recent acquisition by Rossignol started a rehabilitation process with the brand. My team knew that this was the story and the brand agreed.
My team went to Park City to meet with Time Sports and conduct an interview, digging deeper into the brand’s past woes and how the recent Rossignol acquisition is changing their processes and products. What began as an uninspiring start to the project became a story about a brand’s renaissance in the bicycling industry.
I wanted to make sure the cyclists who were going to read this understood that they were going to get something brand new from Time Sport. If there's one thing that I know about people who passionate about something is that they talk *a lot* with others who share that passion.
I wanted to introduce the idea of how much of a natural fit Time was for Rossignol. Rossignol is a respected name in the skiing industry and they're on the forefront of skiing technology. Having Time's Director of Sales and Marketing speaking to this story candidly gave an authenticity that's rarely seen in marketing materials.
I wanted to introduce the idea of how much of a natural fit Time was for Rossignol. Rossignol is a respected name in the skiing industry, and they're on the forefront of skiing technology. Having Time's Director of Sales and Marketing candidly speaking to this story gave an authenticity rarely seen in marketing materials.
Ending the experience with another quote from Ryan Green and then inviting the reader to take an Edu-Game, an assessment to test their brand knowledge, so they can get a deep discount on Time Sport product.
Since the content was launched, 1,324 unique visitors read the content and 1,027 unique Edu-Games were taken. The audience is small (the content was only released to cycling retailers), but cycling enthusiasts are very vocal and are talking about the brand at their stores and while riding on the trails.
Working with Time Sport was an amazing experience where a brand spoke candidly and it made for unique and engaging content.