Knog boosts marketing output 20% with new digital hub

Knog has reported a 20% lift in marketing productivity after a digitisation programme that centred on introducing a digital asset management platform across its teams and external partners.

The Melbourne-headquartered cycling and outdoor accessories brand said the changes followed growing complexity in its marketing processes as it expanded internationally. Knog sells through thousands of retailers in more than 40 countries and employs more than 20 staff across design, engineering, marketing, logistics and finance.

Founded in 2002 by product designer Hugo Davidson and mechanical engineer Mal McKechnie, Knog is known for products including its Oi bell range. The company said the range has sold more than 5 million units worldwide.

Process changes

Knog brought in Canto, a Sydney-based provider of digital asset management software. Canto said it serves more than 4,000 organisations worldwide.

Knog said it now stores and manages product and digital assets in one place. These assets include photography, video and product materials.

The company also introduced automation for processes that previously relied on manual steps. Knog said its digital and marketing teams can find assets faster as a result.

Knog said distributors and dealers can also access certain content directly. The company described this as a self-serve model for approved materials.

Partner access

Knog said it has changed how it shares material with distributors and dealers through portals. The company said the portals provide tailored and customised content to the right groups.

It said this approach aimed to standardise assets in use across markets and reduce friction for partners who need product imagery, videos and other content for sales and marketing.

"It's become part of how we work. Every seller is speaking as one and amplifying the brand together. That consistency makes all the difference - for us, for our partners, and ultimately for our customers," said Clem Robin, Director of Digital, Knog.

"We haven't had a single asset-related complaint since rolling Canto out. In fact, we're getting more and more requests for access as our distribution partners use it, and share it with their wider team," said Robin.

Knog also said distributors have described the portal as "the best asset manager" they have used, including when compared with other brands. The company did not name the distributors or provide figures for portal usage.

Vendor view

Canto positions its software as a system for organising and distributing digital content for marketing and sales teams. The company cited a customer base that includes Golf Australia, Glencore Australia, Sydney Airport, Transport for NSW, and University of Melbourne.

"It's really common to see businesses drift into inefficient processes - this is what tends to happen when startups grow organically from a passion project to a global brand. We're happy to help Knog step its processes up a gear and are exploring more ways they can expand their reach," said Freddie Rumsey, Lead for ANZ and APAC, Canto.

Knog said the digitisation work sits alongside its broader growth in international markets, with distributors and dealers continuing to play a central role in how the brand reaches retailers globally.