by Larry Eder
I missed this one in my in basket, sorry about that.
Nice to see SPENCO Medical, the company that invented insoles, looking to some key players to get them on track. Truth be told, SPENCO has become the generic brand while SuperFeet and others lead the way in run specialty. What Dr. Scholls is doing right now, per some key viewers of the industry, in the general consumer market and medical footcare business, has been to fill the vacuum that SPENCO has left without any consumer brand messaging for most of the past six years. SPENCO Medical’s last consistent consumer marketing was in 2004-2006.
It is not that SPENCO medical has gone away. On the contrary, new packaging, some new products have been developed, but the company has focused most of its promotion at events, with couponing, etc. In some eyes, that has been a partial success, developing new consumers. However, as one pundit put it, “by abandoning SPENCO consumers, SPENCO created the room for a dozen companies to develop.” Run specialty likes to see its channel being promoted: that has not been a strong suit for SPENCO.
Evan Wert is a true believer. He is on parallel with the key shoe geeks we write about most days. We wish him luck (and Ms. Wilson as well) in helping such a respected brand regain some resonance within the consumer product food chain.
Watch for an interview of Evan in the next couple of weeks….
and Wilson will manage each division, respectively, to help meet
aggressive sales goals and to enhance consumer knowledge of Spenco
Medical Corporation’s many product lines.
brings an impressive track record in the sports industry and we look
forward to harnessing his strategic product development skills to
explore further product line expansions,” Said Ryan Cruthirds, Vice
President of Footcare for Spenco Medical Corporation. “Similarly,
Jennifer offers incredible business development experience, which will
lend itself well to our growing medical and healthcare market.”
owned and operated Fogline Consultants, Inc., where he specialized in
sales and marketing plan development for small manufacturers. He also
served in various marketing and sales positions at SuperFeet,
ShockDoctor, Inc., and Pacsafe. In his new position as Sports Marketing
Manager,Wert will be responsible for all marketing activities in the sport and general shoe channels<http://www.spenco.
the Medical Marketing Manager, Wilson brings more than 14 years of
in-depth sales and marketing experience to her position with Spenco
Medical Corporation. Most recently, she served as Regional Account
Manager at Safe Step, LLC. In her new role, Wilson will be responsible for all marketing activities for the company’s comprehensive healthcare line<http://spenco.com/
was founded in 1967 by Dr. Wayman Spence, a renowned footcare
specialist. For more than 40 years, Spenco Medical Corporation
has focused on innovative product development and superior service to
differentiate itself in the outdoor, sports, footcare and medical
markets. For more information on Spenco Medical Corporation products,
please visit: http://www.spenco.com<http://
