rebecca could you finish this tonight please. we need it for tomorrow to arrange slides, and divide up speaking parts.
Script for kickers presentation
Good afternoon, we are brand new and this is our presentation of our findings of our kickers research. We are going to talk about how we viewed kickers, highlight the positive attributes that we thought we could expand on to help the brand. We will also introduce our opinion former; explain how we went about the tracking process and the outcomes. We will also draw attention to current trends, both in general as well as specifically in the shoe market. With our knowledge of the brand and our research we will then put forward our marketing proposal.
When we were first introduced to the kickers brand, we really liked how music had been their main influence throughput the decades as it showed their culture, heritage and personality. We feel that kickers should stick to their roots using these key elements to reach a wider target audience. We particularly found influence in the video from the pentland website, the ‘fancy footwork’. The excitement of the video reflected the energy of the company in an interesting, quirky and attention grabbing way.
We wanted to find an opinion former which reflected these creative and original attributes, which led us to matt box.
Matt box is a graphic design student at ntu with a passion for the creative side of life. He co founded the t-shirt company 269 which led on to the successful and innovative fashion show ’bangers and fash’ that comprises of young entrepreneurial talent of graphic design within the city of Nottingham.
Music is a huge aspect of Matt’s life. He regularly goes to a variety gigs and music events, so much so that he even set up his own gig night in Nottingham and often dj’s at up and coming nights.
Matt compares his style to that of music phenomenon ‘the xx’…..
We thought that matt would be an excellent opinion former as he has a wide network of friends and peers, making him a perfect connector. He has several blogs showing his interest in graphics, fashion and music and reaching out to other bloggers. His enthusiasm for being picked to be an opinion former was immense, showing promise to be a reliable and successful candidate.
We constructed our proposal consisting of a three step tracking plan which was given to given to matt on first receiving the shoes so he could clearly see what was being asked of him.
This structure consists of
1. not speaking about the shoes for two weeks
2. talk about the shoes and bringing them up in conversation and tracking results
3. customize the shoes to see if this created more of a buzz around the shoes
at the end of each two weeks we met up with matt to collect and evaluate matt’s findings as well as photographing him in his kick highs/
here is what we found…
when matt first received his kick highs, on week one his close friends noticed and commented on the shoes. The clean and crisp look of the brand new pair of shoes gave a negative response from him and his friends and the general opinion was that they were clumpy and square looking, whilst other people didn’t comment which matt though might have been due to the fact that they were black in colour and not too noticeable.
In week three, step two was introduced as a way to gain consumer insight by matt talking to people about the shoes and recording their reactions. The key findings from this were that people thought they were bulky and reminded many people of school shoes. However some people were drawn to the detail such as the quilted stitching. Matt himself found that he began to like the shoes more as they were comfortable and good in the snow. He still found the toe of the shoe to be quite square but liked them from a side angle.
In week five, step three was introduced to create more of a buzz around the shoe as we asked him to customise the shoes in any way he wanted to make the shoes more personal and reflect his own style more. He placed studs on the quilted section of the shoes in triangles, which he chose but also fits in with current trends. This did create more interest around the shoes and he received positive feedback. Matt blogged about the customization of the shoes however this didn’t result in any feedback.
Whilst we received useful feedback about the shoes, we didn’t find that it influenced anyone else to buy the shoes or spread any further than immediate peers.
Whilst matt was wearing and tracking the shoes we researched trends that relate to kickers. We found that high tops trainers are a strong shoe trend within our opinion formers age group, of early 20’s. With the kick high having a high ankle, the shoes are similar in design to popular high top brands such as nike, reebok and converse. Looking at this sector of the shoe market, it reconfirmed our idea of introducing film and videos as a key advertising method.
Here are some examples of videos that these key shoe brands have produced.
They, like kickers, resemble a lifestyle. With the use of social networks, blogs and viral marketing these videos can be sent out to a wide range of people and passed around to market and create a buzz around the brand.
Many of these methods include a more discreet and subtle way of reaching out to consumers rather than in your face print methods.
The kick high shoe videos can have a musical influence to fit with how kickers have been associated with their shoes since the 70’s.
There have been viral music videos made which have an element of interaction with the storyline of the video changeable according to the choices made by the viewer. For example this just jack video, arrows are displayed to indicate the choice. An idea for kickers could involve an innovative and exciting viral video, clearly displaying the kick high shoes and options to choose, ultimate resulting in an online link to the kickers website.
POINTS STILL TO BE COVERED.....
- trends...first introduced in general, then followed up separately in more depth.
- ...high tops, customization, packaging, music monday on twitter, grime music
- music trend (becca look at the powerpoint to get info)
- really strong and concise conclusion to link trends to opinion former to videos and how this is an appropriate move for kickers.
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