Galyan's Ups Budget For Integrated Effort

Retailer sets out to 'define what the brand means' in TV commercials from Y&LSporting goods and apparel retailer Galyan's has increased its marketing budget by more than 50 percent, with plans to spend at least $30 million this year on initiatives that include TV commercials from Young & Laramore, executives said.The Plainfield, Ind., client will launch an integrated marketing campaign in August in its 17 markets, said Ed Whitehead, Galyan's svp of marketing. Y&L in Indianapolis picked up Galyan's account, previously handled in-house, earlier this year following a review involving a dozen shops, Whitehead said. The company wanted a marketing message that "resonated throughout the entire organization, from the human resources department to corporate partners," he said."They wanted someone to help define what the brand means to consumers," said Tom Denari, Y&L evp, who is leading the account. "It was not a creative presentation.""Whitehead was brought in to spearhead a comprehensive marketing program," said Ellen Schlossberg, a retail analyst at William Blair & Co. in Chicago. "They are so unique that they needed to consistently communicate what they do through TV and grassroots marketing."Galyan's is unique in a field that includes Dick's Sporting Goods, Gart Sports and The Sports Authority. "It's the largest box [store] with both high-end and low-end merchandise," Schlossberg said.Galyan's creative team is devising the marketing strategy, which Y&L will help implement through an estimated $5-7 million TV campaign. Print, including circulars, outdoor and point-of-purchase, rounds out the budget. Media buying and planning duties are handled by Perkins Nichols Media, Indianapolis.While Whitehead declined to provide details about the new effort, he did offer clues about the strategy. The work will target Galyan's three main customer groups: enthusiasts, recreationists (who dabble in fishing, bicycling and other outdoor sports) and hardcore outdoorspeople and adventure-sports participants."We don't use models. We want to show real people in action," Whitehead said. The company auditioned two men over the age of 40 who compete in adventure races, he said.The campaign will also promote Galyan's reputation for carrying the latest innovative merchandise, Whitehead added.Previous advertising, primarily spot TV and circulars, focused on products and were geared to seasonal activities, Whitehead said. The theme was, "Freedom to play.""The first month I joined, we started changing our advertising into an integrated marketing strategy," Whitehead said. Whitehead started at Galyan's in February 2002 after leaving Harrods in London, where he was director of marketing. Galyan's has 35 stores, which range in size from 80,000 to 100,000 square feet, with plans to open nine stores this year. It sells outdoor and athletic equipment, apparel and accessories under brand names and private labels. Customers can test equipment such as rock-climbing walls, putting greens and batting cages in the stores.

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Galyan's Ups Budget For Integrated Effort

Tania D. Panczyk

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Tania D. Panczyk