NEW PROPOSAL

I looked over the proposal and it was good but some of the wording needed changing so i've changed it around and got the words up to 500. what do people think??

Our team wants to investigate how best to track our opinion former to build up brand awareness and to see if we can generate a hype about Kickers. To do this we will tracking the thoughts of our chosen opinion former and following them and their experience with their Kick Hi Boots. The opinion formers we have chosen to use are all sociable, creative people that match the attributes that are described in “The Tipping Point” as a connector. Connectors are a part of so many different worlds and have large social circles so we hope our chosen opinion former will help us to get Kickers seen and help the brand grow.

Our opinion former will be asked to create a flickr account and a blog to note down when and where they wear their kickers and the kind of comments they are getting about them. The flickr image file will show the opinion former wearing the shoes which will promote the brand and also inspire people to wear the shoes and even give people ideas of new ways to wear and customise them. These images of our opinion former will then be added to the popular flickr group “Wardrobe Remix” were members are invited to post pictures of their daily outfits. By doing this we will have a better insight into what people really think of kickers as a brand because highly encouraged to give feedback on people’s outfits.
The blog will also be very helpful for us, as we can find out what is happening when the opinion former wears them without us having to contact them personally.

To realise the potential for kickers and whether there is a possible market, the research will be split up weekly so the opinion former knows what they need to do to help kick start the trend. This gives the opinion former more direction and means we can learn some strong facts and statistics.

Week 1- The opinion former needs to wear the shoes regularly, but do not mention them to people, just see who notices the Kicker shoe. Note who asks about the boots and what they say about them. How does the opinion former feel in the shoes?

Week 2- The opinion former starts to wear the shoes regularly and begins to create a conversation about the new shoes to friends and contacts to see what people say. Who likes them? What key words are people saying? How does the opinion former feel in the shoes?

Week 3- Let the opinion former personalise the shoes and make them their own. Note down what they did and how the opinion former feels now they are unique to them.

The opinion former needs to keep blogging about the shoes, updating their flickr account and wearing their Kick His regularly for another 3 weeks. We will then meet up with the opinion former after the 6 week experiment and see what findings they have, and most of all are they going to keep wearing the shoes



EMMA CAMPBELL