Sharkey’s Machine


The Assent of 10 Things You didn’t know about The North Face

This was predominately an oral presentation. Below are my informal speakers notes; some of the information may have been omitted during presentation. As well, some information could have been added. I guess you just had to there.

 

Slide 2:

Doug Tompkins started a retail shop for high end hiking gear. San Fran altitude 150 above sea level

 

Slide 3:

1975 Geodesic Dome Tent Buckminster Fuller architect, inventor, engineer, EPCOT : Dissipates Stress, Hemispherical is the most efficient way to enclose space, aerodynamic shape sheds wind the best – Revolutionized back packing tent making, First to include flexible aluminum poles. Also, in 1975 first to develop shingled construction and synthetic insulation sleeping bags.

 

Slide 4:

The North Face logo was inspired by the Half Dome in Yosemite, revered as one of the greatest big walls in the world.

 

Slide 5:

World’s largest apparel company: Also own Lee, Rustler, Majestic, Eagle Creek Travel Gear, Aura, Red Kap, John Varvatos, Chef Designs, The Force, Lucy, Napapijri, Eastpack

 

Slide 6:

Products in 3500 Retail Locations. 30 TNF stores are in 17 states; Atlanta 35 A West Paces Ferry Road

 

Slide 7:

Together with JanSport, TNF sister company they manufacture nearly half of all small back packs sold in the US.

 

Slide 8:

Joe Flannery VP of Marketing: TNF wants to have their brand on the majority of products in your pack. This as lead to an increase focus in peripheral categories: footwear, underwear, accessories.

 

Slide 9:

Launched widget in November 2007 on iGoogle “Video of the Day” Give users a reason to come to the website. The widget is planning to be expanded to social networking sites. Sarah Gallagher senior manager of interactive marketing: “Social Networking is evolving into one the most dominant paradigms for how people interact online, and how content is distributed. To keep up, social networking will need to become a prime platform for us to interact with potential customers.”

The realization of this huge for me or anyone interested corporate PR with TNF. They are just coming into social media, and need people to monitor and develop strategies and profiles on sites like twitter or facebook.

 

Slide 10:

Showcases 20 to 30 expeditions from around the world. Daily video journal. Downloadable 2 -3 minute snippets. Filmed in HD by the athletes. This along with live streaming webcast are more cost effective. Joe Flannery VP of Marketing :“The only time it (backcountry snowboard competitions) is profitable for that to be on television is Saturday afternoons in winter at three o’clock on NBC, when anyone who is interested in snowboarding is out snowboarding.”

 

Slide 11:

A website was created in the winter of 2004 by a college student aggravated by purchase of a counterfeit North Face item, to educate consumers on how to shop smart, particularly online.

On March 26, 2006 an improved layout was launched with Whitelist and Blacklist sections to report the good and bad E-Bay vendors.

In August 2007, Business Week interviewed the owner and featured the site in one of their articles.

 

Slide 12:

Handsome Devil