Upload
danielle-filippone
View
579
Download
0
Embed Size (px)
Citation preview
Primary Research
Brand Personality
Consumer Journey
Current Strategy
Touchpoints
Overall Recommendations
Overview
2
Projective Technique
Task: Participants were asked to map out their process of buying dress shoes.
Supplies: Magazine clippings, poster board,
push pins, markers
6
Key Findings
Social Media Habits
Double the shoe, Double the time
Independent Shopper
Store Visit
A Gambling Game
Stroll-Around
The Boss’s Shoe 10
Meet Allen
24-35 years old Bachelor’s degree In graduate school or full-
time job Takes news intake
seriously Present on main social
media platforms Cares about style but it’s
not central to his identity
11
Key Insight
Measuring Up “The shoes I buy need to have plenty of options for me to choose from. I need a pair of shoes that want to be
worn as much I want to wear them. I need them to help me make it through my current job and onto my next promotion. The shoes should make me feel confident,
not cocky, every time I enter my office. Most importantly, these shoes should fit to the size of my feet
and the size of my aspirations.”
12
Motivates Sensible Style Seekers to start thinking about a new dress shoe purchase
3 Triggers Catalyst Event Out with the Old Confirmation from My #1
Dress shoes seen as need-driven purchase
Stage 1: The Push
17
Google is King.
Research time short
“For dress shoes I’ll spend a little bit more time… maybe an hour I’d say.”
Laptop vs. Mobile General indifference
Critical point for Sensible Style Seeker to be introduced to the Allen Edmonds brand
Stage 2: Gaining Momentum
19
Mission vs. enjoyable experience
Sizing causes most of the anxiety
Universal standards
Sizing issue may postpone the journey
Stage 3: Peak of Anxiety
21
Stage 4: Let’s Go
Straightforward goal:
“Find the right shoes for the need
at hand.”
Target prefers physical stores
Leads own shopping experience
23
\
Stage 5: Feel the Rush
Balance between the price and the shoe benefits Not brand loyal or store loyal Only increase their initial budget by $50
25
Shoe choice represents who they are and who they want to become
Confident in personal style abilities
Prepared to embrace any opportunities that come their way
Stage 7: Worth It
29
Unique Selling Points
Customer relationship marketing
Limited traditional media
Targeted advertising
Other Media Strategy
Product placement
Press Mention31
Unique Selling Points and Customer Relationship Marketing
Made in America
Hand made process and Recrafting
Large variety of size options
Master fitting
Customer Relationship Marketing
Catalog & Email
32
Targeted Advertising Search Engine Optimization Sponsored Facebook ads General targeted advertising space
33
Product Placement & Fashion Features
American Hustle The Butler Lonely Island USA Networks
White Collar Suits
GQ Esquire
34
Presidential Inaguration
Even when Obama did not pick Allen Edmonds, press picked it up as a story
35
Print and Digital Intake
Digital news sources Work-related publications Male-targeted lifestyle sites No “style” blogs Awareness and consideration set
37
\
Public Relations
Media mentions
Partnerships
Reddit AMA with CEO Paul Grangaard Brand voice
Focus on placements
38
In-store Experience
Attentive salespeople!
Target shops independently !
Noncommittal!
Store organization!
Salespeople should tailor communication style
39
Customer Service Customer Relationship
Marketing (CRM)
Employees answer phones
Chat option on website
Interactive Fit Guide
“See with pants”
Free shipping on orders over $100 and free returns
40
Consumer’s Social Media
Most heavily use LinkedIn, Facebook and Twitter
Present on most of the top platforms
Follow celebs, athletes and brands
46
AE Social Media Overview
Facebook Twitter Instagram Pinterest LinkedIn YouTube
51k likes 8.1k followers
13.9k followers
800 followers
1.5k followers
2k subscribers
3-4 posts per week
4-5 tweets per week
2-3 posts per week
New pins every two weeks
No new posts in 4 mo.
No new posts in 6 mo.
47
Social Media
48
Content diversity Tailoring images to proper platforms Interaction with fans Ditch Pinterest
Made in America
Millennials are the least patriotic American generation 70% of Baby Boomers consider being American
an important part of their identity 45% of Millennials consider being American an
important part of their identity
Source: http://www.nytimes.com/2014/07/05/upshot/younger-americans-are-less-patriotic-at-least-in-some-ways.html
52
Made in America
“Seeing the flag makes me feel very or extremely good.”
53
Source: http://www.nytimes.com/2014/07/05/upshot/younger-americans-are-less-patriotic-at-least-in-some-
ways.html?abt=0002&abg=1
Made in America
Target’s View:
“I’m a very ‘buy-local’ kind of guy... but I’m not going to pick out a shoe based on whether it was
made in the U.S. or not.”
“I feel like sometimes when someone says something is made in America it’s like
they’re trying to make a point that I didn’t care about in the first place and sometimes
that’s a little annoying.”
54
Made in America
Tone down presence of “Made in America” in brand image
Stick with it for brand history and origin story
56
Content Marketing Top of the funnel:
Awareness stage Help the target connect the
dots from the problem to how to solve it
Middle of the funnel: Consideration stage Show the complexity and
expertise involved in solving the problem
59http://www.hingemarketing.com/blog/story/why-you-should-integrate-the-content-funnel-into-your-firms-technology-mark
Loyalty
Current opportunities for repeat purchase & loyalty: Email & mailing list Giveaways and contests Select sales Catalog & App Special online offers
67
The A.E. Gentlemen’s League
Loyalty
Free shoe care essentials with purchase
Persuades first buy, encourages future loyalty
Establishes relationship with target
Feel like they are getting a ‘good deal’
68
The A.E. Gentlemen’s League
Loyalty
Inspires confidence in purchase Shoes for ‘real men’ Allen’s voice ‘Chivalry Is Not Dead’ mentality Opportunity for AE to track
customer from first purchase
70