When Jared Drinkwater first joined BSN Sports, the company was still sending out physical catalogs to schools in an attempt to sell its products. As a veteran marketer with experience at PepsiCo and Pizza Hut, Jared knew it was time for BSN to go through a digital transformation. As the CMO of BSN Sports, Jared has been able to lead that transformation and it’s making an impact at the heart of the sports world:  at the high school level. On this episode of Marketing Trends, Jared shares how BSN Sports is making waves at the amateur level thanks to the evolution of its email marketing efforts. Puls he explains why telling the right story in the right place makes all the difference. 

Main Takeaways

• Email Marketing is Not Dead: For BSN, having a digital-first mindset means being proactive and making sure that its products are being delivered to coaches and schools at the appropriate time. To accomplish this, BSN built a highly sophisticated and robust national selling calendar that has become an integral piece of its email marketing strategy
• Content is King, but It’s Not Everything: Your job as a marketer is to not only make sure you are delivering the appropriate content, but that you are also giving your sales staff and fellow employees the proper tools to feel confident and comfortable in their jobs. This means developing strategies that allow them to execute sales and be empowered in meetings.
• Find Your Fit: Knowing your brand and your space will benefit your overall message. Use your advertising spend wisely and make sure your products are being seen in the appropriate channels. For BSN Sports, advertising dollars spent on national TV campaigns are not what move the needle, but social media and various digital channels offer more ROI.

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