HUNTINGTON BEACH, Calif. (BRAIN) — Dispatch, a marketing agency that represents several major bike brands, is broadening its approach with a new focus on data-driven marketing. Dirk Shaw is joining as a partner and chief strategist, and Dispatch is also partnering with a digital marketing software company, Wayin, founded by technology pundit Scott McNealy.
The company's founder and CEO, Eric Doyne, said the moves combine Dispatch's knowledge of active consumer behaviors with real-time data.
"This new approach will help brands attract the active lifestyle consumer, build deeper relationships with that consumer via their shared interests, and drive purchase consideration," the company said.
Dispatch clients include Michelin, Giant Bicycle, Bell Helmets, Shimano, Honda, AGV Helmets, Dainese, Traeger Grills and the eight Ski Lake Tahoe resorts.
"For the last decade, we've been helping the world's leading active lifestyle brands engage with and reach more active people through a traditional marketing approach. With Shaw joining Dispatch and facilitating our alliance with Wayin, we've employed a unique data-driven approach that allows marketers to better understand the complete behaviors and interests of active people," Doyne said.
Shaw said, "There are more active people than ever, and we need to leverage big data to understand the nuances in behaviors across Gen Z, millennials, Gen X and boomers simultaneously to help our clients grow participation and create authentic stories."
Dispatch just published an analysis of social media conversations around the brands, sponsors and riders involved in the 2016 Tour de France, showcasing Wayin's real-time data visualization and Dispatch's prowess in experiential and social marketing. The analysis can be seen at dispatchco.com/tour.
