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Our current 'Client Profile' focuses on the existing and planned marketing actions to successfully introduce Brooks athletic footwear into the South African marketplace. The client brief emphasized the fact that there was a limited budget available for the first phase of marketing actions and that our success in creating market awareness and subsequent sales would determine the budget for future actions. From concept to final stage, we are responsible for:
In order to reach the largest number of potential buyers with the least amount of expenditure, we opted for a print advertising campaign in the specialised sporting magazines, namely Runner's World and Running Free. The aim is to position Brooks as a specialist manufacturer, but one who is interested in bringing fun back into running and a theme of 'Run Happy' will be followed throughout the campaign. The initial ads are aimed at creating awareness and brand recognition and lead readers to a website produced by ourselves detailing the full product offer. ( www.brooksrunning.co.za) Subsequent ads will be product related and will focus on the features and benefits of the footwear. A Public Relations programme is in place and includes the writing and submission of corporate, technical and product related editorials. Targeted mailers have been produced and sent out to running clubs and certain medical practitioners who recommend specialised footwear for athletes. Point-Of-Sale materials include shoe shelves and posters customised to suit the respective retail outlets. To meet the requests of the sales team, we have produced numerous promotional items including shirts, water bottles, peak caps and key rings. Various catalogues and brochures have been designed and produced to assist the sales team with their sales efforts. Our client is secure in the knowledge that we have taken care of every aspect of marketing this great range of footwear and is well pleased with the initial market response and volume of initial sales. We look forward to a mutually beneficial relationship with Brooks, and wish them every success. |
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