(单词翻译:单击)
So is that opportunity for growth into different customer segments why you were interested in joining this very traditional, very staid company?
发展不同客户群的机会是你有兴趣加入这家非常传统、古板公司的原因吗？
Exactly. It was a different challenge, where Crocs did not need awareness help, they needed relevance help. I knew that Stanley needed awareness help.
正是如此。面临的挑战各不相同，Crocs不需要提高知名度，他们需要提升相关性。而Stanley需要提高知名度。
People knew it, like I said, “Oh, my dad had one in the garage, but you don’t make anything for me,” is what I was told.
大家对此都有了解，就像我说的，“哦，我爸爸的车库里有一个产品，但你们没有为我们制作任何产品，”这是我听到的话。
Even my daughters, when I joined Crocs, my daughters were like, “Dad, Crocs is not cool. Why would you work for Crocs?”
当我加入Crocs时，甚至我的女儿们都说，“爸爸，Crocs一点都不酷。你为什么要为Crocs工作?”
When I let my daughters know I was leaving for Stanley, they were like, “Why would you leave Crocs? Are you kidding me? Crocs is the coolest thing ever. Why would you go? I’ve never even heard of it.”
当我告诉女儿们我要离职去Stanley工作的时候，她们说：“你为什么要离开Crocs? 你在开玩笑吗？Crocs洞洞鞋是最酷的东西。你为什么要去Stanley？我从来没听说过这家公司。”
And of course, now they ask for Quenchers for their roommates, and my daughter’s a teacher, for her fellow teachers.
现在我的女儿们为室友向我要Quencher保温杯，我的女儿是一名教师，她在为她的教师同事要保温杯，她们抢不到杯子。
And it’s a remarkable thing in my personal life that has happened through the lens of my two daughters, to know that their old man is doing the right thing.
在我的个人生活中，这是一件了不起的事情，通过我两个女儿的镜头，我知道她们的父亲在做正确的事情。
That’s what I knew we would have at Stanley.
我知道我们在 Stanley会做这样的事情。
You get this rare chance to take a 107-year-old heritage brand from this green bottle people knew about, but, “You don’t make one for me.”
你得到了这个难得的机会，可以从这个众人皆知的绿色杯子上塑造一个有着107年历史的传统品牌，不过，“Stanley甚至没有为我制造一款杯子。”
I knew that if we could make one for them, we would win, and our product team has done just that, connection is amazing to see.
我知道如果我们能为他们制造一款杯子，我们就会赢，我们的产品团队已经做到了，这种关联令人惊叹。
So let’s talk about social media.
让我们来谈谈社交媒体。
Can you give us a sense of how much of that was an organic trend that you saw catch on and figured out ways to capitalize on, or how much of that was the work of your team behind the scenes?
你能告诉我们这其中有多少是流行起来的自然趋势，并想出了利用它们的方法，有多少是你的团队在幕后做的工作？
Oh, it’s so much of all of that. As I mentioned, The Buy Guide was real, they were fans of this product.
哦，太多了。正如我提到的，“The Buy Guide”是真实的，她们是这款产品的粉丝。
And so we made a deal with The Buy Guide, to work together, to give them part of the sales of the Quencher so they would tell their audience about it.
我们和“The Buy Guide”达成协议，共同合作，分给她们一部分Quencher保温杯的销售，这样她们就可以将此事告诉粉丝。
So The Buy Guide was telling their fans, and we were telling ours that the next Quencher color was arriving, and all of that was on our own DTC, stanley1913.com.
“The Buy Guide”告诉了她们的粉丝，我们也告诉了我们的粉丝，下一款Quencher保温杯的颜色即将上市，所有这些都放在直接面向消费者的网站--stanley1913.com上。
And it continued to build, and as that started to happen, we had data points to show the popularity of this product, where we can now bring to some of the United States’ most prestigious retailers, from Amazon, to Target, Dick’s Sporting Goods.
品牌知名度不断建立，知名度建立之初，不错的数据点显示了这款产品的受欢迎程度，我们现在可以把这款产品带到从亚马逊到塔吉特，再到迪克体育用品等美国一些最负盛名的零售商店。
We had the proof points that people were coming to buy our product, and they would come to their stores to buy our product.
我们有证据表明，人们会来购买我们的产品，人们会去商店购买我们的产品。
