The world of sports and active wear is huge. From the global brands such as Nike & Reebok, through to the new and sustainably-conscious brands like TALA & Nimble, the industry caters for all activities, all weathers, all shapes and all sizes, but how do brands stand apart from the rest on social media and how do those brands retain loyal customers?
New Zealand retailer Stirling Sports prides itself on its focus and execution of providing stylish sports attire online and in over 60 of its stores country-wide. Offering a carefully curated selection of brands and products, not only has the brand built a business, but also a community of like-minded people across the brand’s two main Instagram accounts - @stirlingsportsofficial & @stirlingwomen.
The Stirling Sports social media team aims to align all of their content with the brand’s seven key values - Leadership, Authenticity,Aspiration, Passion, Our People, Innovation and Servicing Our Community – to provide continuity in the customer journey, which ultimately aims to encourage brand loyalty and therefore a continued increase in revenue.
For ease and efficiency, the Stirling Sports social media team manages Stories for both IG accounts through Mish Guru. This enables them to streamline the workflow between the social media manager, graphic designer and marketing assistants who can all use the platform to create, approve, storyboard, schedule and measure the performance of IG Stories.
As a result of this efficient workflow, the team has capacity to continuously refer back to the key business values and ensure each post strategically aligns with one area of focus.
Once the posts are aligned, the team can consider the best time to post.
Stirling Sports followers tend to be most active online in the evenings and the Mish Guru scheduling tool allows the team to runStories any time of the day and any day of the week.
Social Media Manager, Jessy Erceg told us:
“It’s been really great for me to be able to schedule stories in my normal work hours and not have to do it manually in the evening! Also being able to share the engagement analytics of each Story tile with the brands we work with has been amazing, as we can show accurate metrics and analyze which products attract the most reaction.”
For example,when a new range lands in stores and online, the team can organize and schedule the posts to automatically publish with all the information, imagery and SwipeUp links included. Once the Story is complete, the team can then analyze the performance and share with the individual brands involved.
Understanding Your Customers
Understanding customer engagement and measuring the performance of the IG accounts has meant that Jessy and the team can continuously adapt and reflect on how they align with the brand’s overall values, as well as help to develop the community-feel between the business and customers.
With this in mind, this year the Stirling Sports team has developed the two IG accounts into more community-focussed platforms, rather than purely selling fitness products.
During lockdown the team introduced a fitness series that includes two live workouts a week and they also began to regularly sharing updates from the Stirling Sports blog, which covered topics such as interesting sports documentaries and books that the team had been consuming.
Making this adjustment and publishing this new style of content has seen a vast growth in engagement, with Stirling Sports seeing 3.6% growth in followers over the last three months alone.
Meeting Customer Demands
Alongside the new content, the Stirling Sports team continues to publish content they know their customers enjoy, with Jessy saying…
“We find that our weekly content like our New Arrivals go really well as it is expected from our customers and they love to see the new products! For us it’s really good to be able to schedule constant content pieces like that each week, knowing that our customers like it and engage with it.”
Keeping this content consistent and meeting the customer demands as well as creating new innovative content, the team is directly reflecting some of the business’ key values. This enables them to build on the customer experience, customer loyalty and in turn boost web traffic and sales.
Since using Mish Guru, Stirling Sports has aligned the workflow and content, allowing for both high quality and higher quantity of published Stories. With this increase, the team has also seen a clear and consistent increase in reach,impressions, DMs and link swipes.
If you’re interested in finding out how you can streamline your own team’s workflow, get in touch with firstname.lastname@example.org for an overview of the platform.