2. Table Of Contents
Background………………….3
SWOT analysis………………..4
Audience……………………..5
Pin-Portrait…………………….6
Charitable Partnership……..7
Competitors………………….8
Media Mix…………………….9
Outdoor Advertising……….10
Television……………………..11
Magazines…………………...12
Events: Music Festival……...13
Campus Takeover………….14
Campus Takeover cont…...15
Social media………………...16
Social Media cont………….17
Schedule……………………..18
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3. Background
•
http://www.youtube.com/watch?v=6E0MqZ-VLG4 (BOBS commercial)
•
SKECHERS continues to spearhead innovation as a global leader in
lifestyle as well as high performance footwear. Designing and
marketing over 3,000 products for a vast audience consisting of men,
women and children, SKECHERS offers two distinct footwear categories:
a lifestyle division promoting BOBS which has established a charitable
partnership with a non-profit shoe distributing organization and an
active performance division including GOrun, GOwalk, and GObionic
footwear.
•
Inspired by the idea of gifting a pair of shoes with every BOBS purchase,
SKECHERS is extending its resources to make a difference in the lives of
underprivileged children around the world. With over 3 million pairs
donated since 2011, amongst 25 differing countries.
•
BOBS’ Motto: “designed with comfort, style, and compassion in mind.”
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5. Audience: Hip-ennial’s
Target audience:
Hip-ennial women, a term coined by the Boston
Consulting Group (BCG).
Hip-ennials fall under Millennial women (16-34) and are
considered late majority and laggards consumers
Hip-ennials make up 29% of Millennial population
Female dominated and usually considered low
employed (students or homemakers).
Consumer Personality:
Caution consumer
Research and gather information before purchase
Light spenders, except for a good cause
Globally Aware and cause-market spender
Heavy social media users, but don’t contribute much
content
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6. Audience Pin-portrait
In a globally connected world, social, environmental, and
political issues influences her buying decisions. She carries her
pink-breast-cancer-branded water bottle, her (RED) Beats by Dr.
Dre, and is interested in products that support the global
community. She’s heard about TOMS and has seen them on other
women, but decided to research more information about the
product. In her research she discovers TOMS gives one pair to
children for every TOMS shoe sold. And while she agrees with the
cause, her research also uncovered a competitor, BOBS. BOBS
has a similar campaign but they give two shoes for every one pair
sold and the BOBS shoe are half the cost of TOMS. While she’s
always happy to indulge for a good cause, having the option to
pay less and give more leaves her feeling satisfied at her
transaction. She also feels secure in her decision because
SKECHERS is a well-known, multi-billion dollar brand.
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7. Charitable Partnership
SKECHERS created the acronym BOBS extending the charitable
mission of the brand to “Benefitting Others by Shoes”
(soles4souls.com).
SKECHERS’ CEO Robert Greenburg had a vision to partner with a
larger scale shoe distribution charity, Soles4Souls, a national
provider of unisex children’s shoes to communities and
organization within the United States and expanding to a more
global context during situations of crisis relief.
This growing organization has conjured overwhelming media
coverage due to its enthused partnership with SKECHERS, catching
the interest of celebrities and other powerful figures who are willing
to endorse and donate to this philanthropic fund.
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8. Competitors
Consumer criticism has deemed the designs
as unoriginal in comparison to its uniform
appearance with TOMS “alpagarta” style
footwear as well as its charitable mission. Its is
up to the innovative ideas of SKECHERS’
marketing and advertising teams to reinvent
a public branding strategy that promotes not
only an affordable and stylish product, but
their passionate story for giving back globally.
OBJECTIVE: to promote a compassionate
brand by focusing on global outreach
opportunities that coincide with the comfort
and style embodied in a BOBS shoe.
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9. Media Mix
OVERALL OBJECTIVE :
Spreading awareness to BOBS charitable activities to
encourage customers to participate
Encouraging customer involvement with BOBS’
mission.
Promoting consumer convenience.
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10. Outdoor Advertising
Advertising Agency Chosen:
Clear Channel Outdoor was selected because of their rich history in
advertisement and their dedication to the community.
Media Chosen:
Traditional billboards, digital billboards, transit advertising, and street
furniture advertising, i.e. bus shelters
Benefits:
Broad coverage, constant exposure, low cost, and the potential and
flexibility to target demographic areas.
Clear Channel gives back to the community through cooperation with the
Federal Bureau of Investigation (FBI), AMBER Alerts, and the U.S. Marshal.
They are also recycle polyethylene (PE) substrates, which nearly 100% are
recycled annually
Reduced the number of lamps on the bulletin, which reduced energy by
60 percent.
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11. Television
Wide Reach
Most U.S. households have at least one television
Dynamic nature
Commercials can be tailored to audiences based on channel choice
Ability to show detailed, informative advertisements
Local and Cable Networks
Ability for everyone to see commercials whether or not cable television is available
ABC
NBC
MTV
National Geographic
SKECHERS budget
Year-round syndication
Potential for more advertisements
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12. Magazines
Magazine ads will appear in issues of Lucky and Seventeen to
accommodate the different age groups in our target audience.
The ads will be focused around crucial retail points throughout the
year, such as back to school, the holiday season, and summer
months.
Show BOBS shoes in magazine features to demonstrate how
consumers can incorporate the product into their everyday life.
These magazines are popular with our target audience and play a
large role in inspiring their fashion and lifestyle choices. During the
height of back-to-school or holiday sales, the BOBS brand will use
these opportunities to show their new, must-have styles for the season.
This will allow national exposure to BOBS, while reaching a variety of
ages in our target market.
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13. Events: Music Festival Frenzy
OBJECTIVE: Bringing the BOBS brand to the music festival scene is a strategic way
to implement causational branding among an audience of young, trend-savvy
consumers, while improving their experience with free incentives.
SXSW (South by Southwest):
Austin, TX March 7-16
Coachella:
Indio, CA April 12-14, 19-21
Sasquatch:
The Gorge, WA Memorial Weekend
Lollapalooza:
Chicago, IL August 3-5
Festival goers will have the opportunity to be weekend representatives for the
BOBS brand- free photo-booth to capture weekend memories with friends, logo
printed bottled water and promo-codes for online shopping deals.
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14. Events: Campus Takeover
It is also apparent that University campuses are breeding grounds
for revolutionary agents for change.
OBJECTIVE: Through promotional events set up on college
campuses, including established stations and free giveaways to
those who lend their time for a little BOBS enlightenment, BOBS inconjunction with Sole4Souls, hopes to inspire the up and coming
generation of business moguls, environmentalists, journalists etc. as
advocates for brands with a cause.
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15. Events: Campus Takeover Continued
Twitter competitions involving barefoot scavenger hunts and an
old shoes drive are among the many ideas to promote BOBS
moral compass in the community as well as the product itself with
samples available to test out and purchase on site.
Incentives are essential to achieving a memorable product
therefore items such as BOBS logoed shirts, lanyards, sunglasses,
and computer stickers should be available for distribution along
with the campus events.
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16. Social Media
Online Radio:
-
Using Pandora and Spotify, as they are popular channels with
our demographic.
-
Advertising will be channel and zone specific in order to reach
specific consumers.
-
Help advertise our sponsorships with music festivals.
Pinterests:
Give BOBS the opportunity to create content that could be
potentially share.
Highlight new products as well as events happening with BOBS
”Pinning” can create additional impressions of the product.
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17. Social Media Continued
Facebook:
Help display upcoming events and provide a cohesive social
media presence.
Create Facebook Ads that are targeted to 16-34 year old
females who fit the psychographic characteristics of our
consumer.
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