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Following on from the Opinion Former and Trend Document; this is the pdf version of a powderpoint that was made outlining a marketing campaign and communiation strategy. All findings were presented to New Balance as a second year university plive project.
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Lucy Barrett, Sophie Bond, Claire Chilton
a day in the life of...
“I also discussed the NB with some other mates and
business colleagues, and all had heard of the brand but
mostly the initial reaction was ,Oh they make running shoes
don't they?”
insights from Chris
“A friend from footie really liked the look of mine, so, having
the same size feet, he tried them on and was mightily
impressed!”
“Lots of positive comments came out, including an
admission from one client that he's just bought a pair of
NBs”
further consumer research showed…
“Good creative, in any media, would appeal, but it is so rare
these days. I think TV still has the most impact for me, but a good
viral can beat all.”Chris, Opinion Former
“Editorial - online or offline, written by people I respect or at least
have good trustworthy credentials. Blogs or social media if it comes
to me via trusted sources.”
Martin, 40
further insights
What is the most effective way of you would be drawn towards a
brand?
“ What‟s not effective is email junk and Facebook”
Roland, 44
Consumers are
interested in cutting
back on their
purchases - but
when they do buy,
they want quality
products that are
dependable and will
last. (WGSN, Online)
“Having bought
cheap shoes that
lasted 5 minutes, I
learnt that sometimes
it pays to buy quality. I
must have bought 10
pairs of boots over the
years, and still own
them all “ Chris
outdoor fashion
The Great Outdoors
“I use all of my senses when active outside.”
Opinion Former
The Big Idea
The 5 Senses campaign
•Using your senses to experience
New Balance in the outdoors.
•Heighten your senses of smell,
sound, sight, touch and taste whilst
exploring nature and the great
outdoors.
• New Balance taking you on a
journey through the great outdoors
•Directed towards a male
market, generation Jones,
hitting tier 2 and borderline tier
1 and Early adopters
marketing concept
•Aim: To reposition New
Balance as a lifestyle brand in
the form of outdoor hiking
shoes, encompassing the
theme of senses
creative concept
3D Video
senses packSound
new balance branded
earphones
Sight
Pair of 3D cardboard glasses
to watch the 3D video
online
Taste
Vouchers for Sainsbury‟s
to purchase picnic food
Touch
Textured soles
SmellPine air freshener
POS and in-store VM
• Sight -Video playing in-store
• Sound - Outdoors sound
• Smell - Pine air fresheners
hanging on trees
• Taste - In-store event day
with „picnic hamper‟ foods
and drink
• Touch - Soles/foot prints with
grass, pebbles, and bark
texture
location of ads
online presence
online presence
exhibitions
future recommendations...
• Extending to appeal to a female market
• Limited Edition addition to the H710 series titled
6sense
• Follows on from 5 senses campaign
• Introduces consumer to the physiological sense of
balance (Equilibrioception) which is can be played
upon as the „6th sense‟
thank you