This provides an in-depth analysis of Asics' marketing strategy focused on customer acquisition and loyalty, using their running event, "MEET YOUR COMFORT RUN with ASICS," as a case study.
The discussion centers on five methods for increasing customers, which are categorized into three core strategies: converting light customers into continuous ones, retaining long-term customers, and minimizing customer churn. Asics achieves this through an integrated system of real-world experiences (like running instruction and product trials) and online follow-up programs, such as the "Asics Running Program," which together form a continuous relationship.
This approach aims to create highly engaged fans by offering both functional support and emotional connections, ultimately fostering a sense of community to support continued brand engagement. The text concludes that this long-term, customer-centric philosophy, rooted in the company’s founding principles, drives sustainable growth.
