Reports surfaced last Friday that Columbia’s CEO Tim Boyle is concerned with the sluggish size of his annual sales coming out his European market. This region that is not only much more popular than America, but according to Boyle they also have much more of an outdoor ethic than we do in America. This populated region, which includes Europe, the Middle East and Africa accounts for 21 percent of Columbia’s annual sales. A number that Boyle feels should be much higher.
As a result, Boyle has recently:
- Tweaked Columbia’s overseas marketing efforts.
- Sent senior executives to key markets.
- Began seeking more continuity between the way it does business here and abroad.
- Started looking for ways to collect better data from European retailers.
As uplifting as these actions may seem, Columbia still needs to address some various marketing challenges. Boyle must keep in mind that there are no European-wide television stations, making TV advertising more expensive and there are also few publications that distribute throughout Europe.