Advertising Plan
CM317 Introduction to Advertising
Melody You, Justin Lee, Mari Sawamura, Angie Wijaya
Introduction Athleisure is the trend of buying athletic apparel for its unique properties — sweat-wicking, stretch, comfort — without necessarily intending to use it to work out. ● ●
According to Business Insider, athleisure has been huge for the last several years.1 According to The NPD Group, US activewear apparel sales totaled $45.9 billion in 2016, up 11% from 2015 and far outperforming the traditional apparel sector overall.2
New Balance’s goal: “OUR GOAL IS TO HELP YOU ACHIEVE YOURS.”3 ●
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We plan to help women blend this active and ambitious take into all aspects of their life. We will execute an advertising campaign that will show our consumers that New Balance provides athleisure that is the perfect combination of function and fashion.
Green, Dennis. “Millennials Have a New Shopping Preference That Should Terrify Lululemon and Athleta.” Business Insider, Business Insider, 26 Aug. 2017, www.businessinsider.com/athleisure-is-dying-2017-8. 2 “Retail Market Research & Business Solutions.” NPD Group, www.npd.com/wps/portal/npd/us/industry-expertise/retail/. 3 “Inside NB Overview.” Overview, www.newbalance.com/about-new-balance-content-assets/inside-nb-overview.html.
Marketing Problem ● ● ● ● ●
Category: Athleisure Wear. Athleisure is the trend of wearing apparel designed for sports activities for both athletic and leisure activities. Brand: New Balance Marketing Objective: Reframe performance in a way that connects with the needs of athletic females without relinquishing what the core New Balance brand stands for. The Core Audience: College educated women, ages 25-44 years old. Marketing Problem: New Balance brands itself as a company that appears to care more about athletes than their less-athletic customers. Customers may feel intimidated to purchase high-quality workout clothes because they do not feel athletic or “fit” enough. ○ Those who participate in multiple activities – at least three per month – are buying activewear items more often than those doing only one or two. Promoting the benefits of a more active lifestyle and varied workout routines can encourage higher levels of fitness participation and increase people’s desire for fitness clothing. ○ Approximately one in five (17%) people say that buying new fitness apparel insp
exercise. Among women of ages 18-34, about 32% agree with this statement.4
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“Activewear -U.S. - Mintel Group Ltd.” Mintel Oxygen - Mintel Group Ltd., Nov. 2016, academic.mintel.com/sinatra/oxygen_academic/search_results/show.
Advertising Objective ●
The advertising objective of our campaign is to enhance New Balance’s brand as trendy, inclusive, desirable athleisure wear that inspires customers and potential customers to exercise and live a healthy lifestyle.
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The campaign will work to build brand loyalty, product image as high-quality and versatile, and familiarity and easy recognition.
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The advertisements also aim to dismiss any feelings of intimidation among consumers, and instead encourage non-athletic women to purchase NB athleisure to feel more empowered and motivated to pursue healthy living.
New Balance Situation Analysis
“At New Balance, our job is to aid athletes in their pursuit of excellence, whether that means helping professional athletes set records and win medals, or propelling everyday athletes to achieve a new PR, run their first 5K or just to live a more healthy and active lifestyle.”6 5
Product: ● Corporate Owner: Jim Davis and Family ● Private Company ● Sales increase of 11% from 2015 to 2016, and decrease by 25% after 2016 when the brand announced its support for Trump’s policies.5 ● Gained its reputation by selling arch supports to firefighters and policemen as a trustworthy, comfortable, and serviceable brand. Later generated backlash in 2016 due to the brand’s support for Trump’s response to the TPP trade agreement and white supremacists’ expressive support for New Balance shoes.
Metro.co.uk, Will Grice for. “New Balance's Sales 'Crash in the US' after They Backed Trump.” Metro, 18 Nov. 2016, www.metro.co.uk/2016/11/18/new-balances-trainer-sales-crashed-in-the-us-after-they-backed-trump-6266581/. 6 “Inside NB Overview.” Overview, www.newbalance.com/about-new-balance-content-assets/inside-nb-overview.html.
Price
Brand
Product Price of New Balance and Competitors
New Balance athleisure products rank among the most affordable out of the top competitors. Although Adidas does have products as low as $35, New Balance’s range for leggings only go from $44.99 to $79.99; whereas the range for adidas go from $35 to $150. 7
“Women’s Workout Pants.” New Balance, www.newbalance.com/women/clothing/pants-capris-1/?srule=By%2BPrice%2B%28Low-High%29. “Women’s Workout Tights.” Nike, https://store.nike.com/us/en_us/pw/womens-tights/7ptZoey 9 “Women’s Tights.” Adidas, http://www.adidas.com/us/women-tights 10 “Women’s Leggings.” Under Armour, https://www.underarmour.com/en-us/womens/leggings/g/3c3d 8
Place and Distribution New Balance products are distributed primarily in:
Malls/Outlets
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Athletic Stores
E-Commerce Websites
“New Balance Global Flagship Store.” Footwear News, 2016, pmcfootwearnews.files.wordpress.com/2016/06/newbalance-global-flagship-2.jpg?w=996. “New Balance New Balance Factory Store for web.” Where Traveler 2016, https://www.wheretraveler.com/sites/default/files/styles/node-feature--teaser/public/images/new%20balance%20factory%20store%20for%20web_c%20Nathan% 20Fried-Lipski%3ANate%20Photography.jpg?itok=7i7xFGM7 13 “New Balance.” Amazon, 2017, https://www.amazon.com/stores/node/2597283011?_encoding=UTF8&field-lbr_brands_browse-bin=New%20Balance&ref_=w_bl_hsx_s_sp_web_2597283011 12
Promotion of New Balance ●
New Balance apparel and products are advertised on multiple social media platforms, including Instagram, Twitter, Facebook, and Youtube.
131K Followers 14
1.8M Followers
233K Followers
34K Subscribers
@nbwomen. (2017, December 5). ‘Tis the season for sugarplum pink. [Instagram post]. Retrieved from www.instagram.com @NewBalance. (2017, November 29). Our Latest women’s winter gear collection will give you #allthe feels. [Facebook post]. Retrieved from www.facebook.com 16 @NewBalance. (2017, February 16). Note to #MyFutureSelf:Believe in your training. [Twitter post]. Retrieved from www.twitter.com 17 (2017, December 10). New Balance. Retrieved from www.youtube.com/newbalance 15
Instagram ●
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New Balance’s Instagram for women, @nbwomen, promotes the brand through straight-forward captions and minimalistic photos of women wearing its athleisure apparel. The position of these ads is to show New Balance’s newest and trendiest workout clothes to the women who follow the account so they can stay updated and felt compelled to purchase the products. 18
@nbwomen. (2017). NBWomen Instagram. from www.instagram.com
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New Balance’s Facebook platform advertises its brand and engages consumers by hosting numerous Facebook events that promote a healthy and active lifestyle and publishing photo albums of promotional athletes and sports models wearing New Balance gear. The position of these ads is to provide customers up-to-date information on their latest projects and commitments within the athletic community and around the world. They share the latest athleisure trends, partnerships and sponsorships, to build a connection with their consumers. @NewBalance. (2016-2017). New Balance Facebook Posts. [Facebook post]. Retrieved from www.facebook.com
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New Balance’s Twitter account advertises the brand’s athleisure apparel and shoes for women through hashtag campaigns, like “Note to #MyFutureSelf,” which features photos of women wearing New Balance clothes with inspirational messages. The position of these ads is to inspire women to purchase New Balance workout clothes and start pursuing their health and fitness goals. The ads make the consumer feel more connected to the brand and build a more personal relationship with New Balance. @NewBalance. (2017, February). [Twitter post]. Retrieved from www.twitter.com
Youtube ●
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New Balance’s Youtube platform frequently uploads different video series, such as “New Balance Made Mondays,” to feature unique individuals that display persistence and commitment in what they do. This allows New Balance to align its brand identity with those values, which include dedication, innovation, and strength. The position of these videos is to help inspire their consumers to pursue their health and fitness goals by seeing relatable content of others.
(2017, December 10). New Balance. Retrieved from www.youtube.com/newbalance
Situation Analysis of Category Product Category: Sportswear and Footwear Competition in the athletic footwear and sportswear industry has increased. The Athleisure trend remains popular in the apparel industry, as shoppers have spent approximately $300 billion on over 2,000 athleisure and activewear related products in the past three years. Additionally, online searches for the term “athleisure” on E-Commerce websites have grown over 250% since 2015.
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The revenues of New Balance and its competitors in the year 2017, as seen in the graph above demonstrates that out of all the athletic apparel companies, Nike has the highest revenue, with $34.4 billion. Following Nike is Adidas with $25 billion in revenue, and then New Balance and Under Armour with both $3.9 billion in revenue.
“New Balance Company Profile.” Owler, www.owler.com/iaApp/129103/new-balance-company-profile.21 “Nike Company Profile.” Owler, www.owler.com/iaApp/125319/nike-company-profile. 24 “Adidas Company Profile.” Owler, www.owler.com/iaApp/171925/adidas-company-profile. 25 “Under Armour Company Profile.” Owler, www.owler.com/iaApp/137661/under-armour-company-profile. 23
SWOT Analysis
Trends Definition â—? By definition a trend is a form of behavior that develops among a larger population and is collectively followed with enthusiasm for some period, generally as a result of the behavior being perceived as novel. â—? Trends shape the currents of adoption and influence what make or break an idea. Their long-term survival and success is very much dependent on loyalty, loyalty which is fostered by the emotional investment that bonds consumers to products or experiences or brands. 26 26
Teixeria, Matthews. The SoDa Report. 2012.
Trend Analysis for the Category, Brand, Consumer: What do we see?
Sociological Developments & Popular Cultural Influences: ● A major trend in the apparel industry is the notion of wearing fitness apparel with no intent of exercising. ● Sources such as the Wall Street Journal, refer to it as “athleisure” wear. In fact, the US athletic apparel market is growing at a faster rate than participation rates in most sports. ● The top reasons for buying fitness clothing remain the same: to wear casually, for running/walking, for exercising, and for swimming. ● Almost two thirds of people exercise at home, and for some, the definition of working out at home may be doing yard work or housework. ● Regardless, there is a rise in the casualization trend as well since clothing choice now is a bit more lax while in the comfort of one’s own home.27
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“Mintel Trend Life - Women’s Clothing July 2017.” Mintel Oxygen - Mintel Group Ltd., July 2017, http://academic.mintel.com.ezproxy.bu.edu/display/843799/?highlight#hit1
Trend Analysis for the Category, Brand, Consumer: Who do we see do this?
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In the Athleisure category, women are more likely to buy fitness clothing. Female panelists versus males were the most likely to be concerned with their appearance and/or claim that what they wear can be motivating when exercising.28 Consumers with higher incomes are poised to invest in specialized apparel, seek the latest fashionable trends, and have the means to invest in not only apparel, but equipment, memberships, personal training, classes, etc. Many upscale designers and companies like Net-a-Porter and Tory Burch are, or soon will be, catering to this group by rolling out fashionable activewear options to capitalize on shoppers’ growing penchant for athleisure-wear.29 The demographics of women who wear athleisure clothing are: ○ College educated ○ Wealthy or have little to no income (housewives) - most affluent ($100K+) consu ○ Caucasian ○ Among young adults (<45), more particularly 25-34 and 65+30
“Mintel Trend Life - Activewear 2016.” Mintel Oxygen - Mintel Group Ltd., October 2016, http://academic.mintel.com.ezproxy.bu.edu/display/795807/?highlight#hit1 “Mintel Trend Life - Women’s Clothing 2017” Mintel Oxygen - Mintel Group Ltd., July 2017, http://academic.mintel.com.ezproxy.bu.edu/display/843799/?highlight#hit1 30 GfK MRI SMARTSystem, www.gfkmrismartsystem.com/UniversityReporter/Report.aspx. 29
Trend Analysis for the Category, Brand, Consumer: Why do we see it?
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According to Huffpost research, people want to be healthy. More importantly, they want people to know they live a healthy lifestyle, exercise and take pride in themselves. But at the same time, half of these people are actually really lazy and don’t really exercise. There’s a psychological aspect of wanting people to know this about you and for you to know it about yourself.31 It makes you more attractive to others — to friends, to family, to a mate. People want others to think that they are fit or trying to become fit. Being a fit woman is ideal for now, so workout/health culture has become a rising trend. Comfortable and multifunction clothing will always have a place in fashion so naturally, athleisure will probably stay around as long as our desire for novelty is satiated with variations of the classics, like black yoga pants, jeans and white T-shirts. The increased acceptance of casualization in society has been an influencer of the athleisure clothing trend which is now really just a lifestyle choice.32 Besides that, women love the versatility of workout gear that doubles as daywear. In fact, the number one reason for purchasing activewear was to wear it for casual purposes (48% agree) and 34% wear the same activewear items casually as well as when exercising. 33
Weingus, Leigh. “Why Women Spend Hundreds On Athletic Clothes They Don't Actually Wear To Work Out.” The Huffington Post, TheHuffingtonPost.com, 17 Dec. 2014, www.huffingtonpost.com/2014/12/17/athleisure-workout-clothes-not-working-out_n_6323520.html. 32 “Mintel Trend Life - Women’s Clothing 2017” Mintel Oxygen - Mintel Group Ltd., July 2017, http://academic.mintel.com.ezproxy.bu.edu/display/843799/?highlight#hit1 33 “Mintel Trend Life - Activewear 2016.” Mintel Oxygen - Mintel Group Ltd., October 2016, http://academic.mintel.com.ezproxy.bu.edu/display/795807/?highlight#hit1
Competitive Analysis ● Brand
34"
Market Share
Primary brand competitors: Nike, Under Armour, Adidas
Gym Clothes are Making Their Way Out of the Gym." [online] from https://www.fbicgroup.com/sites/default/files/A%20Primer%20on%20Athleisure%20 by%20Fung%20Global%20Retail%20Tech%20July%206%202016.pdf [Published July 6, 2016] from Euromonitor. 35 “Mintel Trend Life - Activewear 2016.” Mintel Oxygen - Mintel Group Ltd., October 2016, http://academic.mintel.com.ezproxy.bu.edu/display/795807/?highlight#hit1
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Brand Name: Nike Social Media (Youtube), Broadcast Advertising (Internet), February 2017 Headline: Do you believe in more? Slogan: Believe in More Key Benefit: Empower you to push yourself to be the best version of yourself Supporting Statement: N/A Implied support statement: redefine sport as an important form of expression Position by application 36
(2017, February 10).Nike. Retrieved from www.youtube.com/nike
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Brand Name: Nike Social Media (Instagram), OOH Advertising (Billboards), November 2016 Headline: New York Made Slogan: N/A Key Benefit: To empower and embrace the unique traits of New York City Supporting Statement: Fashion Forward, New York Forever Implied support statement: Recognize how NYC itself can make icons and make your best moment last forever Position by celebrity user
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@nike. (2016). Nike Bella Hadid, New York Made.Instagram. from www.instagram.com
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Brand Name: Adidas Social Media (Youtube), Broadcast Advertising (Internet), February 2017 Slogan: Here to Create Key Benefit: Inspire women to push themselves mentally to create a difference physically Supporting Statement in voiceover: "To make a real difference, you need something more powerful. Your creativity. Unleash it and see how far you can go.” Implied support statement: Go beyond the rules and use creativity to explore the fitness world in your unique way Position by application
(2017, February).Addidas Here to Create. Retrieved from www.youtube.com/adiddas
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Brand Name: Under Armour Social Media (Facebook), Broadcast Advertising (Internet), March 2017 Headline: I’M PRETTY TOUGH Slogan: #IMPRETTY Supporting Statement: You’re more than a pretty face. Key benefit: Brace yourself to achieve more Implied support statement: Be complimented for more than just being “pretty” Position by product user
(2017, March).Under Armour I’m Pretty. Retrieved from www.facebook.com/underarmour
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Brand Name: Under Armour Social Media (Facebook and Youtube), Broadcast Advertising (Internet), August 2017 Slogan: #UNLIKEANY Supporting Statement: N/A Key Benefit: Prepare yourself with products that will meet your accomplishments that will rise above gender roles, labels and comparison Implied support statement: Inspire women to shatter expectations and challenge the status quo Position by celebrity user/sponsor
(2017, August).Under Armour Unlike Any. Retrieved from www.youtube.com/underarmour
Competitive Summary 1. 2. 3.
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Nike - empowering and embracing traits of undervalued people in society Adidas - defy conventions by expanding the impact of sports in consumer’s life Under Armour - focus on highlighting similarities between consumer and celebrity user Nike, Adidas and Under Armour’s advertising campaigns are highly focused on videography and imagery that highlighted women athletes and influencers while working out. This demonstrates the incredible influence that celebrity users have in this category.
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In the women athleisure category, one constant approach to positioning is the use of the brand to describe a way of life that goes against the norm of society’s expectations. The top brands do not position themselves against their competition but rather by the benefit of their brand in inspiring women to celebrate their individuality. Adidas stands out because of their focus on inventiveness to create change.
Target Audience: Original Research Statistics of women who wear athleisure clothing.
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Magazines
Races
1. 2. 3.
1. 2. 3.
Better Homes and Gardens (29,672) People Magazine (28,625) Parade Carrier News (26,578)
White (94,044) Other race (17,376) African American (16,513)
Cable Services
Websites
1. 2. 3.
1. 2.
Food Network (33,968) HGTV (30,041) CNN (29,320)
Amazon (56,878) Gmail (55,605)
â&#x20AC;&#x153;Activewear University Reporter.â&#x20AC;? GfK MRI SMARTSystem, www.gfkmrismartsystem.com/UniversityReporter/Report.aspx.
Athleisure wear consumers have domestic interests, with the popular magazines and cable services among them being those focused on home improvement and lifestyle. The advertising can tap into their desire for self-improvement and authentic lifestyles.
Target Audience ● ●
The target audience is women ages 25-44, who are college educated. The New Balance women’s clothing line will be for the woman juggling it all. She can go from work to yoga, from the gym to the grocery store, with efficiency and effortless style. She can be comfortable yet put together.42
Marketers can use this information to consider: ● ● ●
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Increasing the frequency of purchase and/or basket size among young adults younger than 45, particularly adults aged 25-34. Homing in on the sweet spot of adults aged 25-34 with a household income of $75K+, realizing this audience will be limited, but the most targetable Focusing on the most affluent ($100K+) consumers regardless of age to encourage purchases for themselves, realizing that clothing for casual purposes or light exercise like running/walking or swimming may be more appealing to them
“Activewear University Reporter.” GfK MRI SMARTSystem, www.gfkmrismartsystem.com/UniversityReporter/Report.aspx.
Target Audience: Original Research Several women belonging to the target group were interviewed as original qualitative research. They were asked about their view of New Balance, in addition to the overall athleisure trend as working individuals. “I like New Balance because it’s really comfortable and practical. They also have good colors that still feel modern yet vintage. They’re practical but still fun, which I appreciate as a new mom.” - Alexandra Ghoman, 30, Journalism major graduate, working new mom
“I do shop at New Balance! I appreciate the casual chic look that New Balance provides for their customers. I personally don’t mind that the (athleisure) trend is geared towards women...in fact I appreciate it!” - Heather Folstad, 25, Communications Major graduate
Target Audience: Original Research “I have before and I have to admit that I have workout clothes even though I don’t exercise, but, they make me want to more! Yoga pants are pretty comfortable and since all my friends have them, I have a few pairs. Also, I don’t mind the athleisure trend. I always see it on celebrities so I like it because it’s fashionable. Sometimes it intimidates me to wear it though, because I’m not an athlete.” -
Connie Lee, 29, English major graduate, working for Los Angeles Court House
“I only have sneakers from New Balance. For athleisure wear, I have more clothes from Lulu or Nike because I see it more often and it’s more trendy. I do like the whole trend though. Work out clothes are much more comfortable and if I’m really busy running errands, it’s nice to wear. I usually will wear it when I have a packed day on the weekends and I go to yoga or Soul Cycle.” -
Tammy Lee, 31, Music major graduate, working for William’s Sonoma Corporate
Target Audience: Original Research “I don’t shop there, not because I don’t like it, but I don’t necessarily have the cash laying around to add to my wardrobe whenever. The sneakers I own are more for function than fashion, and that’s why I’d buy New Balance shoes. That being said, I really like the athleisure trend! Having a more casual work environment that allows me to wear the trend is awesome! If I had a job with a stricter dress code, I’d wear the trend when I’m not working to hang with friends.” -
Melody Petre, 26, Nursing school graduate, Campus minister
Target Audience: Original Research ●
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According to the original research that was conducted, women belonging to the target audience appreciate the athleisure trend as a whole for its functionality. Some of them claimed they wear it even if they do not work out, which supports the whole concept of athleisure wear. It seems like although some of them do not own many items from New Balance, they like the brand itself. This perhaps highlights the problem that New Balance items are not as easily accessible or widely advertised as its competitors. One said that the brand’s price point is also the reason why she has not tried New Balance as much. Overall, women in several phases of life are all interested in wearing activewear outside of working out. Whether it be a mom, a recent college graduate, a corporate employee or a campus minister, New Balance can aim to reach women with their clothes that are able to adapt to every circumstance.
Strategy ●
“People want to be healthy and they want people to know they live a healthy lifestyle, exercise and take pride in themselves;” Karen told HuffPost. “but, at the same time, half of these people are actually really lazy. For example, you may do a yoga pose for two minutes and then say, ‘OK, there, I did my exercise.’ There’s a psychological aspect of wanting people to know this about you and for you to know it about yourself. It makes you more attractive to others — to friends, to family, to a mate. We want people that are fit or trying to become fit” (Huffington Post).
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Consumer Insight: “I honestly don’t work out. But, I do have to admit that I have workout clothes even though I don’t exercise, they make me want to do more.” - Connie Lee
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Positioning statement: To college educated and ambitious women, 25-44, New Balance is the brand of athleisure wear that is comfortable yet stylish, providing clothes that can be worn in and out of athletic activity. That’s because unlike conventional athletic clothing, it is versatile since it is fashionable enough to look put together outside of the gym, but has all the functionality required for high intensity activity. It encourages the consumer to accomplish more because it enables them to be ready for any activity.
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Weingus, Leigh. “Why Women Spend Hundreds On Athletic Clothes They Don't Actually Wear To Work Out.” The Huffington Post, TheHuffingtonPost.com, 17 Dec. 2014, www.huffingtonpost.com/2014/12/17/athleisure-workout-clothes-not-working-out_n_6323520.html.
Creative Brief ●
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Our group decided that the creative team should produce a print ad campaign that highlights the versatility in New Balance lifestyle wear as well as inspiring the consumer to achieve more . The ad features two scenarios where women can wear athleisure wear, one athletic and the other casual. The demographic we are targeting are college educated women between the ages of 25-44. These women are primarily white, wealthy, and fashionable.44 The target insight is that women in the 25-44 age group are active and busy people who crave comfort whenever they can. If they can accomplish their responsibilities while looking and feeling great, they will find our advertisement very relatable and attractive. The benefit of New Balance athleisure wear is to have both style and comfort in your everyday clothing, while feeling empowered, healthy, and fashionable. The reason the benefit is true is because athleisure is an on-going trend, and women everywhere are following it. No matter where you are and what you’re doing, you can sport New Balance athleisure wear. New Balance’s personality is comfort and durability. We want the target audience to choose New Balance athleisure wear over other athletic brands, and to feel empowered by the comfort and versatility of our clothes.
“Activewear University Reporter.” GfK MRI SMARTSystem, www.gfkmrismartsystem.com/UniversityReporter/Report.aspx.
Creative Execution
Social Media Extension
Media Plan
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“National Rates.” Better Homes and Gardens - Media Kit, 10 Jan. 2017, bhgmarketing.com/closing-dates/national-rates. “People Magazine Media Kit.” People Magazine, 12 Feb. 2017,http://static.people.com/media-kit/2017/assets/peop2017_ratecard.pdf 47 “National Parade Rates.” Parade Media Kit, 2017, https://static1.squarespace.com/static/53306dd6e4b063a5e10ac792/t/5a2ad358652deae8e0df2a41/1512756060101/18_Parade_MediaKit1207.pdf 46
Media Plan ●
We chose to publish this ad campaign in early January because the upcoming new year encourages many people to set up resolutions to change their lifestyles. One of the most popular new year’s resolutions for people is to have a healthier and more active lifestyle, thus instigating many to purchase active wear and athleisure to help them focus on this goal.
We used magazines’ media kits from their individual websites. We found basic targeting data for magazines on the 2016 Spring Reporter MRI. ●
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Magazines in which we chose to advertise: 48 ○ Better Homes and Gardens - 29,672 ○ People Magazine - 28,625 ○ Parade Carrier News - 26,578 The numbers represent how many women who buy athleisure and also read these magazines. Since we chose to launch the ad campaign in January, the rates of a full page, color ad will be: ○ Better Homes and Gardens - $626,500 ○ People Magazine - $371,500 ○ Parade Carrier News - $787,300
“National Rates.” Better Homes and Gardens - Media Kit, 10 Jan. 2017, bhgmarketing.com/closing-dates/national-rates. “People Magazine Media Kit.” People Magazine, 12 Feb. 2017,http://static.people.com/media-kit/2017/assets/peop2017_ratecard.pdf 50 “National Parade Rates.” Parade Media Kit, 2017, https://static1.squarespace.com/static/53306dd6e4b063a5e10ac792/t/5a2ad358652deae8e0df2a41/1512756060101/18_Parade_MediaKit1207.pdf 51 “Activewear University Reporter.” GfK MRI SMARTSystem, www.gfkmrismartsystem.com/UniversityReporter/Report.aspx. 49
Digital Media ● ●
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We chose to advertise on Instagram and Twitter because of New Balance’s large following. New Balance Women has 131,000 followers on Instagram and 233,000 followers on Twitter.
According to Hitwise, activewear shoppers prefer to purchase their products through a digital platform, rather than in person. They are 39% more likely to buy athletic apparel on E-Commerce websites, and 37% more likely to discover better deals online than in stores.
Millennial activewear shoppers are 78% more likely to purchase products advertised on a social media website
Millennial activewear shoppers are 76% more likely to look for deals on their phones while shopping
@nbwomen. (2017, December 5). ‘Tis the season for sugarplum pink. [Instagram post]. Retrieved from www.instagram.com @NewBalance. (2017, February 16). Note to #MyFutureSelf:Believe in your training. [Twitter post]. Retrieved from www.twitter.com 54 Rochelle Bailis. “Why Millennials Love Activewear- The Numbers Behind This Explosive Growth.” Hitwise | Competitive Intelligence & Consumer Insights, 17 Nov. 2016, www.hitwise.com/articles/millennials-love-activewear/. 53
Appendix
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