Speedo plonge dans le communautaire

Alors que nous sommes à 6 jours de la fin des Championnats du Monde de natation, qui se déroulent à Shanghaï (la France est toujours dans l’attente de sa médaille d’or…), je voulais revenir sur un des équipementiers de ce sport peu médiatisé, à savoir Speedo.

Speedo vient de produire sa nouvelle plateforme communautaire, Pace Club, un vrai pas en avant en terme de marketing sportif pour la marque et le territoire sportif, avec comme objectifs majeurs d’élargir sa cible et de ne plus uniquement toucher les licenciés mais aussi les pratiquants comme vous et moi (enfin plus vous que moi…) et de créer une vraie relation avec cette nouvelle population. En effet, Speedo a évalué son coeur de cible, les licenciés et fans de natation, à 8.8 millions de personnes alors que les consommateurs et acheteurs de biens sportifs en lien avec la natation seraient bien plus nombreux, pas loin de 83 millions de personnes. Le delta est donc considérable et il était nécessaire pour la marque de réfléchir à une nouvelle stratégie et à de nouvelles campagnes, allant au-délà de la simple démonstration produit, renforcée par des discours d’experts, en l’occurrence les athlètes.

Le Speedo Pace Club est un dispositif résolument digital puisque la plateforme comprend un site internet mais aussi une application mobile et l’animation de la page facebook de la marque et du compte twitter. Le site Internet est construit autour de deux piliers : l’engagement de Speedo dans la natation à travers la team d’ambassadeurs Speedo, composée entre autres de Michael Phelps et de Natalie Coughlin, et les produits Speedo; et la pratique de la natation qui regroupe les fonctionnalités sociales et communautaires du site.

En effet, dans le Speedo Pace Club, vous pourrez retrouver des pastilles vidéo décortiquant les fondamentaux de la natation grâce aux conseils avisés des membres du team Speedo, mais aussi des modules d’entrainement pour vous perfectionner à la pratique de la natation et une page où vous pourrez trouver près de 3 500 piscines (pour le moment aux Etats-Unis uniquement) et les avis laissés par les internautes, sorte de Trip Advisor des piscines. Un outil simple mais efficace, qui permet à tout à chacun de s’exprimer sur ce sujet que sont les piscines.

Si vous vous connectez à l’espace dédié Swim Team, accessible sur le site ou via l’application mobile, vous aurez l’opportunité d’entrer manuellement vos performances et de suivre votre évolution de nageur à travers le temps, à la manière d’un Nike+. La seule différence ici est que vous devez entrer les chiffres manuellement, il n’existe pas encore de de technologie permettant d’automatiser cette tâche. Bien évidemment, vous pourrez partager vos performances avec vos amis facebook et obtenir des badges pour rendre le tout beaucoup plus social. Vous aurez aussi l’opportunité de suivre d’autres nageurs de la communauté Pace Club et de les encourager en leur donnant un « high-five ».

La promotion de la plateforme Speedo Pace Club, le plus gros dispositif digital à date de la marque, se fera via de l’achat d’espace sur facebook et youtube et du community management sur ces deux plateformes et twitter, sans oublier les comptes et pages des athlètes du team Speedo. Une communication dédiée sera réalisée auprès des clubs de natation pour faire connaitre la plateforme et le catalogue Speedo 2012 comportera des QR codes qui renverront vers du contenu vidéo Speedo Pace Club.

Comme je le disais brièvement, la plateforme de Speedo, Pace Club, ressemble fortement à la plateforme communautaire de Nike dans le running, Nike+. Dans l’absolu, ce n’est pas une mauvaise chose car cela permettra aux nageurs occasionnels de suivre leur progression et d’augmenter leur fréquence de pratique et donc à terme de changer pour un équipement plus adapté. Speedo, en tant qu’équipementier et donc marque ultra légitime dans la natation, met en place les outils qui pourront être utilisés par une audience plus large que les simples licenciés et les pratiquants assidus, tout comme Nike l’a fait il y a quelques années lors du lancement de Nike+. Je pense que la clé du succès passera par l’ouverture à d’autres pays et la mise à jour automatique des données sur l’espace personnel. A date, c’est encore au nageur de rentrer les données manuellement, l’élimination de cette contrainte, notamment grâce à l’intégration de puces GPS dans les maillots Speedo, contribuera au bouche-à-oreille et à l’adoption plus rapide du produit et donc à sa notoriété.

En tout cas une bonne nouvelle pour la natation et pour Speedo qui semble avoir saisi l’intérêt du digital et des stratégies communautaires pour faire évoluer la marque et l’insérer dans le quotidien de son public.

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  1. Vos plus belles histoires de nage par Speedo | Sportsmarketing.fr - Le Blog du Marketing Sportif

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