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Jye Townend
US Brand Manager - Rhythm
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INTERVIEW WITH JYE TOWNEND
US BRAND MANAGER AT RHYTHM
ON TWITTER, JULY 16, 2009
@groupY Tell us a bit about Rhythm and how it got started?
@jyetownend Rhythm was started in Australia by the Grey family about 6 years ago. Jamahl, Peter and Ryan all worked in the industry on some level and were tired of building other peoples brands so instead put all there efforts into there own. Rhythm is a brand that gives diversity to those who don’t want be every other guy, but want to stand out in a crowd.
@groupY What sports are you actively involved in?
@jyetownend More then I have time for haha… Surf, skate, snowboard, basketball, softball, jiu jitsu, soccer. I like to stay active in all sorts of ways.
@groupY Before Rhythm what other companies and projects were you involved in?
@jyetownend Ocean&Earth was my main focus in the past. I was there almost 5 yrs. Also did a start up mag called WestCoastSurf. But that’s’ about it in our industry.
@groupY Your Dad being a former World Champion and Industry veteran, what advice has he given you?
@jyetownend Tons, we like to bounce ideas back and forth and I always go to him if I’m in need of some guidance. He’s very knowledgeable and it’s great having him in my corner for stuff.
@groupY Your brother, being a pro skateboarder and your sister actively involved within the Action Sports industry, do you support each other with your careers?
@jyetownend Ya we all support each other in what we do. It’s pretty cool to all be involved in some way in the same industry. Like going to trade shows and events like that is like a family get away sometimes haha.
@groupY What does your daily routine look like … take us through it?
@jyetownend I wouldn’t say there is a specific routine I go through on a daily basis. Each day is different for me being a one man operation. Some days I’m in the office emailing and packing orders. Other days I’ll be on the road seeing accounts and knocking on new doors.
@groupY Being a small company, is it easier or harder to deal with the economic changes? Â If so, how have you been able to deal with it?
@jyetownend Being small has it’s ups and downs. It’s been good for us though cause we are still opening doors and seeing it grow. We started at zero so were not so much dealing with the cutbacks and trying to keep the numbers growing from last year. Everything is up for us right now.
@groupY Where do you see the brand within the next 2-5 years?
@jyetownend I see us on a path of big growth once this economy is done flushing out and starts the rebuilding process. Our accounts have been really supportive of a new brand that they can help grow and turn into a partner they can count on in the future.
@groupY Which trade shows will the brand be participating in?
@jyetownend We will be at ASR for sure here in September and possibly Surf Expo for August. But going into January we will be at both.
@groupY Are you sponsoring athletes? Â If so, who & what sports?
@jyetownend Our big name guys like Kieren Perrow (who sits currently #14 on the WCT), Ryan Hipwood (Billabong XXL runner up), and Harrison Roach (in Thomas Cambell and Mikey DeTemple’s new movies) are all out of Australia. We look to get a solid American guy to add to that group here in the next couple years but for now all American riders are groms that wanna be a part of something new and different.
@groupY What type of music do you listen too?
@jyetownend Mostly metal and rock, but pretty much everything. Guns N Roses is probably one of my fav bands ever! But I listen to Ignite, Bullets and Octane, Bullet for my Valentine, Rise Against, Avenged Sevenfold all that kind of music is what I mostly get into. Actually been on a MGMT kick lately.
@groupY With your current position, do you travel much? Â If so where?
@jyetownend Travel a lot. I do frequent road trips up in northern California cause it’s still an area which I haven’t found the right rep. Also head out to Florida twice a year. Hawaii in the winter time. Pretty much travel as much as possible cause seeing my accounts in person is the best thing I can do right now and it gives them a reassuring feeling that you’re here to help them in anyway you can.
@groupY What do you like and don’t like about working within the action sports industry?
@jyetownend I like this industry cause it’s what I love to do. I pretty much grew up in it and it’s what I know and I wouldn’t change a thing about that.
@groupY Has the brand been using Social Media (i.e. Facebook, Twitter, Myspace)? Â If so, has it been successful with marketing & sales?
@jyetownend Yes we have all three currently. I believe it’s successful because it’s immediate and people can log into what you have going on at any time. http://www.rhythmlivin.com http://www.myspace.com/rhythmthesoundofchange http://twitter.com/RhythmUSA
@groupY What’s the best advice you were told?
@jyetownend Don’t be a fool wrap your tool!! Haha… naw don’t worry about what everyone else is doing just concentrate on what you are doing.
@groupY What do you like about group Y and it’s events?
@jyetownend I’m a big fan of Group Y and what you guys have going on. I think it’s great to get so many people from the industry to come together and discuss things going on in our world. Plus gives young guys like me a chance to hear from the big guys that have been there and done that.
Open to questions from group Y followers…
@digital_surf What % of your marketing budget will be devoted to digital spend?
@jyetownend We haven’t focused too many dollars towards digital but are working to find more ways we can do it under our small budgets. Currently our marketing dollars are going to regional print ads with Blisss and ESM, plus getting our gear on people so they can spread the word. I think getting people to try the product is the best marketing tool you can have when you have great product.
@MattyMcClain Given that established brands are tightening their belts, do u think the current economic landscape helps or hurts emerging brands?
@jyetownend I think it helps emerging brands cause as the big guys tighten their belts, it gets the retailers to look elsewhere for new product that can keep their customers coming in
@cgeorge110 What established brands to you look to for inspiration, be it product, marketing, or operations? Who’s doing it right & wrong?
@jyetownend I think Hurley is doing a lot of good things right now. They make great product and innovate great boardshorts like the Phantom to surf in. There marketing is on point right now and they are making a big push when most people are pulling back.
@kjbeadling What specific things are they doing in a down economy (+ with resultant lesser budgets) to drive brand value?
@jyetownend We are just working with our shops as close as possible to make sure we help them drive sales with our product. Whether it be stoking out a kid in the shop so he can pass on the gospel of the brand or driving traffic from our site and social networks to the shops.
@ScottDeYager As a small, new brand are you avoiding doing marketing/PR…more of an organic\word-of-mouth growth?
@jyetownend Rhythm is definitely on a organic growth. It’s gonna take some time in a down economy to turn heads on a new brand. But if we keep the right people using the gear and spreading the word we will start to see more and more people speaking about the brand and creating a underground push of the new thing out there!
@groupY any parting words to the Twitter universe?
@jyetownend Tweet tweet!!
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