Cycling and outdoor accessories brand Knog recently shared how it achieved 20% marketing productivity gains after an internal digitisation drive.

Founded in 2002 by product designer Hugo Davidson and mechanical engineer Mal McKechnie, Knog now employs a team of more than 20 staff including designers, engineers, marketers, logistics and finance. Its award-winning products are sold by thousands of retailers in more than 40 countries. Knog’s innovative Oi bell range has sold over 5 million units worldwide.

The company’s rapid rise to a global scale resulted in some inefficient marketing processes for staff, distributors and dealers. After bringing in digital asset management platform Canto, which serves more than 4,000 organisations worldwide, Knog was able to store and manage its product and digital assets – such as photography, video and product materials – in one place. 

The new technology has also enabled Knog to automate previously manual processes, meaning its digital and marketing teams can find assets faster and Knog distributors and dealers can self-serve certain content.

Clem Robin, Knog’s director of digital, said: “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.

“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.”

In addition to supporting Knog’s staff, the new tech has also improved ways of working with distributors and dealers through ‘portals’ which provide tailored and customised content to the right groups. Distributors have called Knog’s portal “the best asset manager” they’ve used, even among dozens of other top-tier brands. 

Freddie Rumsey from Canto added: “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.”