proposal

Brief draft of proposal. Needs a bit of re-wording and about another 100 words, if anyone wants to add anything or change it.

Proposal

Our team wants to investigate into the mind of our chosen opinion former, hence using a sociable, creative person that matches the attributes that are described in “The Tipping Point” as a connector, which should help us grow Kickers as a brand.

Our opinion former will be asked to create a flickr account and a blog to note down when they wore the boots. The flickr image file will show the opinion former wearing the shoes which will promote kickers and also inspire people to wear the shoe and even ideas on how to wear it. The blog means 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 if there is a possible market, the research will be split up each week for the opinion former into what they need to do when they wear the shoe. 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 and wearing them 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?