EG:      Robert good to see you could you describe what it is you do?

RB:      I am the Product Manager for Asics America Team (Volleyball, Wrestling, Track & Field, Field Hockey, and Lacrosse) Apparel and Accessories, Team Equipment, and Retail Accessories.  It is my job to manage the product process from product line conception until the product hits the distribution center to be delivered to the customer.
 
EG:      What is the most important trend you see in marketing today?

RB:      For me the most important trend is grassroots marketing.  Making sure my product is on my target athlete in the marketplace.  We don’t spend a lot of money on television or print ads for the team business so I have to use other resources to insure that the customers I want to see my products see them on those they admire.  Whether that be the top volleyball club team or an Olympic wrestler.
 
EG:      It seems your job requires a balance of business skills and creativity, where do you draw inspiration from?

RB:      I actually draw most of my inspiration from the current trends I see within my own consumers.  They really set the trends in my industry.

EG:      With all of the emerging technologies such as social communities, search marketing, viral marketing and blogging – what roles do any of these play when you approach marketing?

RB:      At  Asics we do all of the above.  In the competitive market we live in, you always need to put your best foot forward.  The thing about the categories I’m in charge of, they are very niche markets. They aren’t the big three, football, basketball, and baseball which in most programs are the most popular and receive the most recognition.  It’s my job to use as many resources as I can to get the word out.

EG:      What would you say about using branding and design to build LOYALTY as it relates to consumers within the Asics “Family”?

RB:      Our consumers are very loyal.  The thing about my categories is that I get my consumers at a young age and through their club and school uniform programs.  So by providing them great uniforms with great design and fabric features and teaming that up with our footwear helps to keep them in our product through their athletic careers as well as after is you ultimate goal.  We’ve found that people are very fickle when it comes to brand loyalty but if you at a younger age your chances are much great to continue that loyalty into their adult athletic lives as well.