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Brooks vs  Mizuno A  DETAILED  ANALYSIS  OF  BROOKS  RUNNING  AND   MIZUNO RUNNING  BASED  ON  SOCIAL  MEDIA BY  ALLIE  MYERS MARCH  8,  2018


What to  Expect   Executive  Summary…………………………………...............................................3 About  the  Industry.…………………………………................................................4 History  of  the  Brands………………………………….............................................5 Sentiment  Analysis…………………………………................................................7 Banner  Advertising………………………………………………………………………..……10 Deep  Dive  Analysis:  Platform  by  Platform…………..………………………………11 ◦ Website…………………………………......................................................................12 ◦ Email……………………………………………………………….............................................15 ◦ Facebook…………………………………………….………….............................................18 ◦ Twitter.…………………………………........................................................................21   ◦ Instagram…………………………………....................................................................24 ◦ Youtube…………………………………………………………..............................................27

Conclusion…………………………………...........................................................30

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Executive Summary Brooks  Running  and  Mizuno  Running  are  both  companies  focused  on   providing  running  shoes  and  other  athletic  gear  to  runners.  Both  brands   are  very  established  and  are  recognized  by  runners  around  the  world;   however,  they  have  varying  ways  and  styles  in  which  they  interact  with   their  potential  and  current  customers  digitally.   Brooks  Running  and  Mizuno  Running  both  effectively  utilize  website,   email,  and  various  social  media  platforms  to  interact  with  and  engage   their  audiences.  Throughout  this  deliverable,  I  will  discuss  the  running   shoe  industry  in  addition  to  the  background  of  each  company.  Then  I  will   assess  the  brands  on  how  each  uses  digital  media  to  reach  its  audience. Just  as  you  cannot  successfully  complete  a  marathon  without  proper   preparation,  being  influential  in  the  digital  age  is  about  consistency,   engagement,  and  passion.    After  the  complete  analysis,  I  will  determine   which  brand  has  run  the  best  race.  After  all,  “ The  race  does  not  always   go  to  the  swift,  but  to  the  ones  who  keep  running.”   Now  Brooks  and  Mizuno…  “On  your  mark,  get  set,  GO!”

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About the  Industry Runners  are  a  strange  breed-­‐ I  know  because  I  am  one  of  them.    As  an   avid  runner  who  will  be  competing  in  my  first  marathon  on  March  18th,  I   am  a  firm  believer  that  a  good  pair  of  running  shoes  can  make  all  the   difference.  And  I  am  not  alone  on  that.  There  are  countless  articles  and   quotes  devoted  to  helping  runners  find  the  best  shoe  for  them.  Further,   Running  is  a  simple  sport.  As  opposed  to  sports  that  require  a  lot  of   special  equipment  such  as  shin  guards,  helmets,  or  racquets,  all  that  is   required  for  running  is  a  nice  pair  of  running  shoes. The  top  running  shoe  brands  are  ASICS,  Brooks,  Mizuno,  Saucony,  New   Balance,  and  Nike.  In  2015,  Americans  spent  $3.2  billion  on  running   shoes,  which  is  up  40%  from  2010.  The  running  shoe  market  is  highly   profitable,  and  companies  are  working  to  remain  relevant  in  the  digital   age.  I  chose  to  focus  on  Brooks  Running  and  Mizuno  Running  due  to  their   established  presences,  in  addition  to  my  personal  preferences  in  running   shoe.  

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History of  the  Brands Brooks  Running  is  a  Seattle  Based  brand  that  was   established  in  1914  by  John  Brooks  Goldenberg,   and  it  is  a  subsidiary  of  Berkshire  Hathaway   Brooks  is  a  developer  and  marketer  of  athletic   men’s  and  women’s  running  shoes,  clothing,  and   accessories.  Although  it  was  originally  founded  to  be  a  manufacturer  of   products  for  a  wide  range  of  sports,  in  2001  the  company  made  a   strategic  decision  to  cut  half  of  its  brands  including  all  football,   basketball,  and  tennis  products.  It  did  this  so  that  it  would  be  able  to   solely  focus  on  performance  running  shoes  and  gear.  Brooks  has   products  located  in  60  countries. Brooks  has  experienced  much  success  in  its  recent  history.  It  has  been   the  top  selling  brand  in  the  specialty  shoe  market  from  2011  to  2017.   Further,  top  running  publications  have  named  Brooks  shoes  the  “Best   Running  Shoe.” Brooks  has  successfully  implemented  a  focus  strategy,  marketing  towards   those  who  shop  in  the  specially  store  segment.    Rather  than  having  a   broad  target  audience  by  catering  to  many  sports,  Brooks    has  a  niche   market,  by  focusing  on  runners.  It  targets  all  types  of  runners,  regardless   of  his  or  her  skill,  age,  or  gender.  This  strategy  has  proven  to  be  very   beneficial  for  Brooks.  Brooks  shoes  run  between  $130-­‐$170.  

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History of  the  Brands Mizuno  is  a  global  brand  that  was  established  in   1906  by  Rihachi Mizuno  in  Osaka,  Japan.  Rihachi loved  the  sport  of  baseball,  and  he  opened  his   first  Mizuno  store  to  sell  baseballs.  Rihachi is   famous  for  his  motto,  “Go  on  and  create  a-­‐mon   (the  best  products  for  consumers.)“  This  valuable  quote  has  driven   Mizuno  to  create  high  quality  products  and  innovations  to  benefit  the   sports  world.  Unlike  Brooks,  Mizuno  sells  a  variety  of  sports  products,   including  gear  for  baseball,  golf,  and  volleyball,  in  addition  to  running   products.   Mizuno’s  North  American  Headquarters  is  located  in  Norcross,  Georgia,   and  this  has  contributed  to  Mizuno  being  a  very  popular  brand  in  the   Southeast.  In  reference  to  Mizuno  Running,  in  2007,  Mizuno  Running   established  the  ‘Infinity  wave’  technology  which  was  incremental  and   developed  specifically  for  running  shoes.  Further,    in  2015,  Mizuno  and   Atlanta  Track  Club  signed  a  long-­‐term  partnership  to  unite  two   prestigious  Atlanta  based  brands.  Further,  in  2016,  Mizuno  Running  Shop   was  opened  in  Taiwan.   As  opposed  to  Brooks,  which  is  dedicated  to  runners,  Mizuno  has  a  wider   target  audience  due  to  its  diversity  of  product  offerings.  However,  similar   to  Brooks,  Mizuno  Running  targets  runners  who  are  active  enough  to   want  a  nice  pair  of  running  shoes  and  shop  in  the  specialty  store  market.   Mizuno’s  shoes  run  between  $105-­‐$140.  

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Sentiment Analysis For  the  purposes  of  this  analysis,  I  checked  Social  Mention  daily  over  a   10-­‐day  period  and  recorded  the  numbers  of  strength,  sentiment,   passion,  and  reach  for  Mizuno  and  Brooks.  To  keep  all  matters  consistent,   I  searched  “Mizuno  Running”  and  “Brooks  Running”  to  ensure  the   mentions  were  related  to  the  actual  brands  I  was  researching.  I  recorded   my  findings  in  a  spreadsheet  and  then  calculated  the  averages  of  each   measurement.  The  calculated  averages  are  shown  below.   Strength is  the  likelihood  that  your  brand  is  being  discussed  in  social   media.   Sentiment is  the  ratio  of  mentions  that  are  generally  positive  to  those   that  are  generally  negative.   Passion is  the  likelihood  that  individuals  talking  about  your  brand  will  do   so  repeatedly.  If  you  have  a  small  group  of  very  passionate  advocates   who  talk  about  your  brand  all  the  time,  you  will  have  a  higher  passion   score.   Reach is  a  measure  of  the  range  of  influence.  It  is  the  number  of  unique   authors  referencing  your  brand  divided  by  the  total  number  of  mentions.

Strength

45%

22%

Sentiment

3:1

4:1

Passion

16%

37%

Reach

43%

28%

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Sentiment Analysis Strength:  On  average,  the  strength  for   Brooks  Running  is  45%,  while  the  strength   for  Mizuno  Running  is  22%.  This   measurement  indicates  that  Brooks  is  being   discussed  more  than  twice  as  often  as   Mizuno.   Sentiment:  On  average,  Brooks  sentiment  is   3:1  while  Mizuno’s  sentiment  is  4:1.  The   ration  of  positive  to  negative  statements  for   Mizuno  is  slightly  higher  than  that  for   Brooks.  Both  Brooks  and  Mizuno  should   work  on  increasing  the  number  of  positive   statements,  because  neither  of  these   sentiment  ratios  are  very  high.   Passion:  On  average,  16%  of  people  who   talk  about  Brooks  will  do  so  repeatedly,   while  37%  of  people  who  talk  about  Mizuno   will  do  so  repeatedly.    Although  Mizuno  may   be  lagging  behind  Brooks  in  terms  of   strength,  Mizuno  has  loyal  customers  who   enjoy  talking  about  it  repeatedly.   Reach:  On  average,  Brooks  is  reaching  43%   of  people  while  Mizuno  is  only  reaching  28%   of  people.  This  means  that  Brooks  is   reaching  a  higher  number  of  unique  users  as   opposed  to  Mizuno.  Mizuno  should  work  to   increase  its  overall  presence  to  ensure  they   are  reaching  an  adequate  amount  of  people.  

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Sentiment Analysis And  the  winner  is… It’s  a  tie!  Although  Brooks  has  a  larger  overall  presence,  indicated   through  both  strength  and  reach,  Mizuno  has  a  more  passionate   consumer  base.  Mizuno  also  has  a    slightly  higher  sentiment  of  positive   mentions  to  negative  mentions  compared  to  that  of  Brooks.    With  these   results,  each  brand  should  work  on  increasing  its  areas  of  weakness.   Brooks  should  focus  on  developing  a  more  passionate  base,  and  Mizuno   should  work  on  expanding  its  overall  reach  on  the  internet.  

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Banner Advertising Brooks  and  Mizuno  both  effectively  utilize  banner  advertising  to    follow   their  customers  and  potential  customers  around  the  internet.  Both   brands’  banner  advertisements  popped  up  on  many  different  websites-­‐ often  ironically  at  the  same  time.  Each  company  effectively  uses  cookies   to  track  its  customer,  and  I  took  note  of  whenever  I  saw  a  banner  ad.   Brooks  ads  were  usually  on  the  side  of  the  screen  and  only  pictured  one   image.  Contrary  to  Brooks’  ads,  Mizuno’s  ads  typically  featured  multiple   shoes,  and  the  ads  tended  to  be  larger  and  near  the  top  or  the  bottom   of  the  screen.  Further,  many  of  Mizuno’s  ads  would  flash  and  attract   attention.   And  the  winner  is…   Mizuno!  Due  to  Mizuno’s  large,  attention  grabbing  ads,  its  is  more   effectively  utilizing  banner  adverting.  

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Deed Dive   Analysis:  Platform   by  Platform A  CLOSER  LOOK  AT  THE  WEBSITE,  EMAIL,   FACEBOOK,  TWITTER,  INSTAGRAM,  AND  YOUTUBE   PLATFORMS  FOR  EACH  BRAND

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Website Brooks website  is  very  nicely  laid   out.  It  has  a  very  fun,  youthful  vibe,   and  its  colors  are  light  and  bright.   Brooks  motto  “Run  Happy”  is   featured  throughout  the  website. The  main  landing  page  is  the  most   community  oriented  page.  When   you  arrive  at  the  main  landing  page   the  first  thing  you  notice  is  the   promotion  for  Brooks  St.  Patrick   Day  Collection.  As  you  scroll  down,   you  will    notice  many  different   athletes  featured-­‐ all  of  which  are   sporting  Brook’s  products.   Brooks  also  has  a  section  devoted   to  encouraging  people  to  tag   Brooks  on  social  media  using  the   hashtag  #brooksrunning.  At  the   very  bottom  of  the  website,  there  is   a  button  that  you  can  click  to  easily   visit  one  of  Brook’s  social  media   platforms.  

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Website Mizuno’s website  is  very  clean  and   polished.  It  features  many  high-­‐quality   images,  and  its  colors  scheme  uses  a   multitude  of  darker  colors.  The  landing   page  has  many  close  up  images  of   Mizuno’s  shoes  being  worn  in   outdoorsy  and  adventurous   environments.   The  website  has  a  headline  pointing  out   that  Mizuno  is  an  official  partner  of  the   Atlanta  Track  Club-­‐ the  second  largest   track  club  in  the  US  and  organizer  of   the  world’s  largest  10k.  Mizuno  also  has   a  section  that  features  a  Mizuno   sponsored  athlete-­‐ Rob  Mullet.  Upon   further  scrolling,  there  is  a  35  second   video  featuring  a  female  athlete   running,  and   the  last  part  of  the  video   highlights  Mizuno’s  shoe.  The  product   featured  is  a  shoe  which  one  can   purchase  to  contribute  to  The  Breast   Cancer  Research  Foundation.   Mizuno  also  has  a  section  in  its  website   in  which  it  promotes  the  hashtag   #TEAMMIZUNO  on  Instagram,  Twitter,   or  directly  on  its  website.  Further,   Mizuno  has  a  section  where  it  can  help   a  customer  pick  the  right  running  shoe.   This  tool  asks  the  customer  a  variety  of   questions  and  then  suggests  the  best   running  shoe  for  the  customer.  Through   this,  Mizuno  is  doing  a  good  job   involving  its  audience  and  promoting  its   social  media  platforms.

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Website And the  winner  is…. Mizuno!  Mizuno’s  website  is  very  well  put  together  and  features  many   unique,  quality  photos,  videos,  athletes,  and  stories.  Its  overall  look  and   feel  of  the  site  is  what  give  it  the  ultimate  push.  Mizuno’s  advertisement   of  social  media  on  its  website  is  very  natural  looking,  and  I  appreciate   how  Mizuno  gives  the  consumer  the  option  to  directly  upload  a  photo   to  Mizuno’s  website.  I  appreciate  the  overall  aesthetics  of  Mizuno’s   website,  and  the  entire  platform  looks  put  together,  without  being  too   overwhelming.  

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Email Within a  14-­‐day  span,  Brooks   sent  me  11  emails.  Although  the   amount  of  emails  sent  was  a  bit   excessive,  I  enjoyed  learning   about  the  happenings  of  Brooks.   Brooks  even  sent  an  email   featuring  its  newest  special   edition  Shamrock  shoe.  Brooks   emails  are  very  simple,  yet  long,   and  the  aesthetic  perceived   through  the  email  is  playful,   consistent  with  Brooks  website.   Further,  most  graphics  on  the   emails  are  just  sketches.   Brooks  emails  are  a  bit  long,  and   it  takes  a  while  to  scroll  through   the  entire  email.  The  first  image   does  not  typically  catch  my   attention,  and  I  tended  to   quickly  glace  through  the  email   rather  than  actually  engage  in   the  content.   After  spending  time  on  Brooks   website  and  adding  a  pair  of   running  shoes  to  my  cart,  I   received  an  email  asking  me  if  I   would  like  to  return  to  the  cart   within  one  hour  of  adding  the   email  to  my  cart.  This  was  the   only  email  I  received  in   reference  to  my  cart.  

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Email Within a  14-­‐day  span,  Mizuno   only  sent  me  4  emails.  Mizuno’s   emails  are  short  and   sophisticated  looking.  They  have   the  “cool  feel  about  them.”  The   pictures  featured  are  high   quality  and  intense  looking.  The   top  of  the  email  features  a   significant  person  or  event,   while  the  bottom  part  of  the   email  highlights  the  newest   version  of  a  running  shoe.  At   the  very  bottom  of  the  email,   Mizuno  has  a  link  to  take  you  to   each  of  its  social  media   platforms-­‐ Facebook,  Twitter,   and  Instagram.   Further,  about  one  hour  after   adding  a  a  pair  of  running  shoes   to  my  shopping  cart,  I  received   an  email  from  Mizuno  asking   me  if  I  would  like  to  return  to   my  cart.  This  was  also  the  only   email  I  received  in  reference  to   my  cart.  

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Email And the  winner  is… Mizuno!  Overall,  Mizuno’s  emails  provide  ample  information  in  a   digestible  format.  It  does  not  send  too  many  emails,  but  instead  the   right  amount  to  ensure  the  audience  learns  about  the  happenings  of   Mizuno  without  overwhelming  its  audience.  Brooks  should  focus  on   simplifying  its  emails,  in  addition  to  cutting  down  on  the  number  of   emails  sent.  

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Brooks set  its  first  profile  picture   on  September  12,  2011.  Since   then,  it  has  had  19  profile   pictures  and  51  cover  photos.   Most  recently,  Brooks  added  a   cover  video  promoting  its   newest  Special  Edition  Shamrock   shoe.  Brooks  posts  live  videos  to   inform  customers  about  its   newest  shoes.  First,  Brooks   creates  an  event  to  inform  its   audience  about  the  live  video,   and  then  after  about  three  days   of  promotion,  Brooks  begins  the   live  video.    While  Brooks  is  live,   Brooks  asks  customers  to  tune   in  and  comment  below  with  any   questions  they  may  have.  In  this   way,  Brooks  is  directly  engaging   with  customers.   Brooks  also  uses  hashtags  and   includes  links  to  the  products   being  shown  in  the  pictures.   Brooks  Facebook  presence  is   extremely  effective.  

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Mizuno set  its  first  profile  picture   on  November  30,  2010.  To  date,  it   has  had  eight  profile  pictures  and   32  cover  photos.  Mizuno  engages   its  audience  often  by  asking  users   to  comment  on  its  photos  and   statuses.  For  example,  one  post   asks  users  to  comment  where  they   choose  to  run  and  why.  In  this  way,   Mizuno  is  encouraging  engagement.   Mizuno  also  uses  the  hashtag   #runnerproblems.  They  appeal  to   their  audience  through  humor.  For   example,  one  post  features  a  man   running  in  work  socks  because  he   forgot  his  running  socks.  Mizuno  is   relating  to  its  audience  through   funny  problems  that  can  occur  if   you  are  a  runner.  Further,  one  post   asks  US  Postal  Service  to  make   bigger  mailboxes  so  they  can  fit  the   check  that  they  raised  for  the   Breast  Cancer  Research  Foundation   in  the  mailbox.   Mizuno’s  Facebook  use  is  limited   however,  and  its  should  work  to  add   more  variety  to  its  posts.

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A closer  look…

Likes

1,189,056 people

688,880 people

And the  winner  is… Brooks!  Brooks  surpasses  Mizuno  on  its  Facebook  presence.  Although   Mizuno  appeals  to  its  audience  through  humor,    it  could  do  more  to   engage  its  audience.  Brooks  utilizes  many  of  Facebook’s  unique  features   to  engage  its  audience,  including  creating  events  and  hosting  live   videos.  Further,  the  sheer  number  of  likes  that  Brooks  has  allows  it  to   engage  a  greater  audience.  Mizuno  should  focus  on  adding  variety  to  its   posts  such  as  adding  live  videos  and  events.  Mizuno  should  also  work  on   gaining  more  likes  on  its  Facebook  page.  

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@brooksrunning has a  very  strong   Twitter  platform.  Rather  than   focusing  on  creating  transactions,   the  page  focuses  on  uniting  the   running  community.  Brooks  Twitter   consistently  features  an  athlete   and  his  or  her  unique  story.  Brooks   also  post  one  to  two  times  per  day,   and  it  is  up  to  date  on  the  latest   happenings  in  the  running  world.   For  example,  when  the  first  man  to   ever  run  a  sub  4-­‐minute  mile   passed  away,  Brooks  posted  an   article  from  the  New  York  Times  to   commemorate  the  loss.  Brooks   content  varies  to  ensure  it  remains   interesting  and  relevant.  Brooks   uses  many  hashtags  including   #RunLucky and  #BrooksDNA.

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@MizunoRunning uses many  of  the   same  posts  from  its  Facebook   account  on  its  Twitter  account.  It   also  retweets  many  posts.  For   example,  because  Mizuno  is  an   official  partner  of  the  Atlanta  Track   Club  it  retweets  many  of  the  ATC’s   post,  and  this  has  greatly  benefitted   Mizuno’s  efforts  of  reaching  its   Atlanta  audience.  Mizuno  also   retweets  posts  that  tag  its  products.   Although  Mizuno  does  not  post   every  day,  it  is  consistent  in  posting   once  every  few  days.  As  opposed  to   Brooks,  Mizuno  frequently  tries  to   create  transactions,  and  it  posts   about  its  shoes  for  sale  often.   Mizuno  uses  many  hashtags   including  the  following   #runnerproblems,  #runwithmizuno,   and  #MizunoRunning.

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A closer  look…

Tweets

37.2K

7,038

Following

1,955

309

Followers

208K

56.7K

Likes

26.2K

739

And the  winner  is…. Brooks!  Brooks  surpasses  Mizuno  in  every  aspect.  Brooks  use  of  original   content  and  creative  hashtags  allows  it  to  remain  relevant.  Further,   Brooks  ability  to  share  articles  and  tweets  to  engage  the  entire  running   community  increase  its  variety.  Brooks  tweets  frequently,  which  is   effective  on  a  Twitter  platform.  Mizuno  should  work  on  developing   more  original  content  specifically  for  Twitter.  Moreover,  Mizuno  should   focus  on  increasing  its  audience.  

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Brooks has  a  very  strong  Instagram   presence.  Consistent  with  the  rest  of   its  platforms,  the  pictures  it  posts  are   bright  and  fun.  Brooks  features  its   products  in  photos  and  even  has  a   link  to  purchase  an  item  directly  on   the  photo.  Brooks  features  runners   and  often  updates  its  followers  on   athletes  and  their  races.  Brooks  also   does  a  very  good  job  keeping  up  with   the  different  holidays  and  world   events  going  on. Brooks  posts  Instagram  stories,  and  it   has  different  stories  for  each  of  its   products.  The  platform  also  gives   customers  an  opportunity  to  shop   Brooks,  call  Brooks,  or  to  see  where   Brooks’  headquarters  is  located. Further,  Brooks  ads  pop  up  frequently   when  I  am  scrolling  on  Instagram.  The   ads  are  native,  and  I  do  not  mind   them  popping  up.  Brooks  utilizes  its   Instagram  platform  very  effectively.  

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Mizuno’s Instagram  features  many   photos  similar  to  those  posted  on   Facebook  and  Twitter.  Mizuno  engages   with  its  audience  by  posting  a  photo   and  then  asking  a  question  along  side  it.   The  brand  also  engages  with  its   audience  through  its  hashtag   #RunnerProblems.  It  posts  many  photos   that  only  “runners”  would  be  able  to   understand. Mizuno  does  not  utilize  a  feature  that   allows  a  customer  to  click  directly  on   the  photo  to  then  be  taken  to  buy  the   products  that  are  featured.  Further,  it   has  not  posted  any  Instagram  stories.   Mizuno’s  Instagram  use  is  limited,  and  it   could  better  take  advantage  of  the   platform’s  features.  

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A closer  look…

Posts

1,178

961

Followers

359K

178K

And the  winner  is… Brooks!  Brooks  overall  use  of  Instagram  is  much  stronger  than  that  of   Mizuno.    Brooks  has  paid  attention  to  details,  and  this  is  evident   through  its  consistent  look  and  feel.  Its  use  of  stories  and  variety  of   content  allow  it  to  constantly  engage  with  its  customers.    

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Brooks YouTube  Channel  is   very  impressive.    Consistent   with  the  rest  of  Brooks’  social   platforms,  the  YouTube   channel  has  a  fun  and  youthful   feel.  When  you  log  on,  the  first   video  that  plays  is  an  inspiring   video  about  a  man  running  the   Appalachian  Trail.  Brooks  has   many  sections  including   Brooks  Live,  Extraordinary   Feats,  Brooks  Athletes,  Run   Happy  Highlights,  Shoe  and   Running  Apparel,  and  Brooks   Inspiring  Coaches.  In  this  way,   Brooks  has  divided  its  videos   based  on  the  category  that   best  describes  it.  Each   category  focuses  on  a  different   aspect  of  running.   Brooks  About  Page  is  very   simple  and  organized.  Its   About  page  also  has  links  to  its   other  social  platforms,  making   it  easy  for  its  audience  to   engage.  

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Although Mizuno  Running  has  its   own  Facebook,  Twitter,  and   Instagram  profile,  there  is  not  a   separate  profile  on  its  YouTube   channel.  Therefore,  Mizuno  Running   must  share  space  with  the  rest  of   the  Mizuno  company.  Therefore,   there  is  only  one  header  devoted  to   running.  The  running  section  of   Mizuno’s  channel  is  disorganized   and  scattered.    Although  the   individual  videos  are  focused,  it  is   very  difficult  to  navigate  the  videos   due  to  their  disorganized  nature.   Any  video  that  pertains  to  running,   is  in  one  section.  This  makes  it   harder  for  customers  to  find  a   specific  video  related  to  running.   Mizuno’s  About  Page  is  barely  filled   out  and  similar  to  the  rest  of  the   YouTube  channel,  looks  cluttered   and  disorganized.

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A closer  look…

Subscribers

9,436

6,013

Views

1, 788,  836

2,230,847

Joined

Feb 19, 2008

Jan 6,  2010

And the  winner  is… Brooks!  Brooks  overwhelmingly  surpasses  Mizuno  on  Youtube.  From  its   organization,  to  its  quality  of  videos,  it  is  evident  that  Brooks  spends   more  time  focusing  on  its  YouTube  channel  than  Mizuno  does.  Although   Mizuno  appears  to  have  more  views,  this  is  the  amount  of  views  for  all   Mizuno  USA’s  entire  page,  not  just  Mizuno  Running.  Mizuno  should   consider  creating  a  separate  YouTube  page  specifically  for  running,  as  a   means  to  gain  organization  and  have  a  greater  chance  of  effectively   competing  with  Brooks.  

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Conclusion An overview  of  Brooks  and  Mizuno  on  all  platforms…

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Conclusion And the  winner  is… Brooks!  Throughout  this  analysis  Brooks  and  Mizuno  ran  an  even  race.   Although  Mizuno’s  banner  advertising,  website,  and  email  were   stronger,  Brooks  overtook  Mizuno  on  social  media  platforms.  After   accessing  the  platforms,  it  is  evident  that  Brooks  spends  much  more   time  and  resources  on  its  social  platforms  to  ensure  presence  is  relevant   and  up  to  date  with  the  latest  features.  Brooks  also  has  many  more   followers  than  Mizuno,  and  this  contributes  to  it  surpassing  Mizuno.   Because  Brooks  solely  focuses  on  running,  it  has  an  advantage  in  that  it   can  allocate  all  of  its  time  and  resources  towards  running.  However,   because  Mizuno  Running  is  competing  in  the  same  running  market  as   Brooks,  it  should  work  to  improve  its  platforms.   Brooks  is  a  best  in  class  example  of  being  able  to  both  manufacture   quality  shoes  and  effectively  engage  and  market  towards  its  audience   through  social  media  use.  Throughout  this  analysis,  I  have  learned  much   about  the  marketing  efforts  of  both  Brooks  and  Mizuno,  and  I  look   forward  to  seeing  how  their  efforts  continue  to  change  as  the  social   platforms  adapt  and  evolve.  

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Brand Comparison Paper: Brooks Running vs. Mizuno Running  
Brand Comparison Paper: Brooks Running vs. Mizuno Running  
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