IMC 2010 Session Recap: Leverage the Power of the Community to Build your Brand
Presented by: Nathalie Baudoin
How, on behalf of the community, can we create a strong brand?
MEC Background:
- Conceived by a small group of Canadian climbers in 1971 in Vancouver
- Today the largest outdoor community in Canada
- 14 stores
- 3.2 million membership
- 1500 staff
- 1 million online visitors per month
- Medium sized retailer
Nathalie feels that the most important stats are penetration rates–pointing out that the penetration rates where they have a retail presence of 15%–25% in BC, and in some places, (like North Vancouver) 35%.
