The New Era of Sports Fandom with Marketing Guru Ken Turner, Chief Marketing Officer at Fanatics Collectibles
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Ken dives into the evolving landscape of the collectible market, the power of storytelling, and how the industry connects fans with culture.
“It’s a celebration of a moment that represents something greater. It's a memory. You ask a collector about their favorite item and it's not necessarily about the item. It's what that item reminds them of, and there are great stories and great history with that.”
— Ken Turner
Despite the rise of digital collectibles, physical items are still relevant. In fact, companies like Fanatics Collectibles have experienced a significant rise in popularity in recent years. So, what makes this market so appealing, and how can companies ensure that their products stand out among plenty of alternative options? To answer these questions, we turn to Ken Turner, the Chief Marketing Officer at Fanatics Collectibles.
Ken is a veteran marketing executive with almost twenty years of experience in the field. Formerly the Executive Vice President and CMO at Red Bull, he was honored by Savoy Magazine in 2022 as one of the Most Influential Black Executives in Corporate America.
Learn about the power of storytelling in the collectibles industry by exploring the key takeaways from this episode or reading the transcript below.
From Process to Passion: Before joining Red Bull, Ken dedicated a decade to SC Johnson, a leading global CPG company, where he learned three key lessons. 1. Process is Key: Consistent and efficient processes drive longevity and success. 2. Consumer First: Prioritizing consumer needs and preferences is critical and should guide business decisions. 3. Discover Your Passion: While Ken initially planned a brief stay, the role ignited an unexpected love for marketing. At its core, marketing has the power to shape and fulfill consumers' perspectives and choices.
Venturing Beyond Extreme: In 2015, Ken joined Red Bull, a brand already leading the energy drink market. Ken admired Red Bull's dominance in lifestyle and extreme marketing. Under his guidance, Red Bull expanded beyond the extreme sports niche, venturing into mainstream sports like basketball, football, and baseball. Ken's legacy at Red Bull includes introducing systematic marketing processes and championing diversity in consumer communications, marking a transformative era for the brand.
Blending Sports, Culture, and Media: When Ken joined Fanatics, he desired a role that combined sports, culture, and media while allowing him to remain authentic and impactful. Familiar with Fanatics' reputation, he was intrigued by their plans to expand into collectibles, leveraging their extensive partnerships, athlete access, and a strategic leadership mindset. At Fanatics, there was a clear vision of blending sports with culture, fashion, content, and technology. Their holistic approach contained everything from music and dance to technology wrapped in their product offerings.
The Future of the Collectibles Market: The pandemic saw a huge rise in the collectibles market, with the Michael Jordan documentary significantly boosting interest in sports cards. Fanatics aims to use its vast assets, from basketball to WWE, in a culturally relevant way. The company has grown rapidly, with varied ventures that focus on resonating stories for its audience. Fanatics aims to create a world-class team and product line while ensuring the passion for collecting remains strong.
Beyond Collecting: Collectibles are not just items; they encapsulate memories and history. Collecting is less about commerce and more about shared experiences. Fanatics' partnership with Major League Baseball and the Players Association enhanced their offerings and deepened shared experiences among collectors. The launch of their rookie debut card, which celebrates a player's first major league game, has been met with enthusiastic approval, further solidifying the bond within the collector community.
Listen to Ken on the Speed of Culture podcast today to discover the new era of sports fandom.
