Allison Lynch is a marketing and communications executive with 12 years of experience. This has included roles as Sr. Marketing Manager, US & Global Running and Coros and Senior marketing manager, running & women’s performance at Whoop.
She joins us to discuss athletes vs influencers following a piece she wrote recently.
(00:00) Introduction
(03:03) David’s Training
(06:00) Xylon’s Documentary Work
(11:52) Interview Starts
(13:10) How did Allison get into Marketing?
(14:27) How did Allison End up Joining Whoop?
(18:14) How did Allison Start Working with Coros?
(20:58) What was Whoop’s Initial Strategy?
(26:07) How do Brands Think About Elite Athletes vs Influencers?
(29:23) What is the Strategy Allison Used with Elite Athletes to Create Campaigns?
(33:08) What are the Ethics of Influencers?
(37:28) Why Do People Relate to Infleuncers?
(42:00) What Are Elites vs Influencers Earning
(43:20) What Do Companies Value from Elite Athletes?
(46:16) What Would a Company Expect in Return from an Influencer?
(50:33) Are We Seeing A Reduction in Influencer Marketing?
(54:25) Where is Sports Marketing Heading?
(63:22) Solving Elite Running’s Marketing Problem
(69:35) Advice for Athletes Working with Brands
(78:20) Outro and Review
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Links to Allison:
Instagram: @allimary_
Website: https://www.allisonmary.com/
Article on Athletes vs Influencers
https://amatterofbrand.substack.com/p/influencers-vs-athletes-the-bubble
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