When it comes to industries where brand advocates play a key
role, perhaps no industry does influencer engagement play a bigger
role than in sports. Superstar athletes play a key role in driving
engagement to the brand—we see it every day especially on social
media. TaylorMade-adidas Golf company has seen a sales conversion
rate of almost 3.5 times higher than the overall site average
thanks to brand advocates. For TaylorMade the order value of
customers who engage with advocates is 50% higher than the site
average.Today on the Modern Customer Podcast we get advice from
Chief Marketing Officer Bob Maggiore of the TaylorMade-adidas Golf
Company. Bob oversees brand, product & consumer marketing
efforts for TaylorMade Golf, which include advertising, public
relations, social media, experiential, design and eCommerce
functions. A 20+ year veteran of the golf industry, Maggiore, 46,
has overseen nearly every key product launch since 2000. TaylorMade
has been the number one driver brand played on the PGA TOUR for 15
years and counting, and its Tour staff includes Dustin Johnson,
Jason Day, Justin Rose and Sergio Garcia, all of which are
currently ranked in the top 20 of the Official World Golf
Ranking.
In this podcast you will learn:

TaylorMade-adidas approach to influencer engagement on social
media
The CMO’s role in developing a customer strategy
How a CMO new to the role can get started