Advertising: Bucketfeet Campaign

BUCKETFEET ADVERTISING CAMPAIGN Emma Andrews, Karmina Sanchez, Nick Mathis, Chris McClellan Emily Mendoza and Annie Gaskell

COMPANY OVERVIEW • INDUSTRY: RETAIL (SHOES) • FOUNDERS: RAAJA NEMANI & AARON FIRESTEIN • FOUNDED: 2011 • HEADQUARTERS: CHICAGO, ILLINOIS

“OUR MISSION IS TO CONNECT PEOPLE THROUGH ART. WE COLLABORATE WITH ARTISTS FROM AROUND THE WORLD TO CREATE PRODUCTS THAT STAND OUT AND TELL A STORY. EVERY TIME YOU PURCHASE BUCKETFEET, YOU SHARE AN ARTIST’S STORY WITH THE WORLD."

OVERVIEW CONT. • PURCHASE

ORIGINAL DESIGN FROM ARTIST AND PAY ROYALTY FOR EACH SHOE SOLD

• SOLD INTERNATIONALLY VIA TWO STORE FRONTS, ONLINE WEBSITE AND IN 40 NORDSTROM'S LOCATIONS • HAS

RAISED $3.7 MILLION IN VENTURE CAPITAL FUNDING

CURRENT TRENDS • SLIP ON • TENNIS SHOES • HIGH-TOPS • LACE

UP

• RUNNING SHOES

SWOT ANALYSIS STRENGTHS

WEAKNESSES

 VARIETY

• PARTNERS

 ONLINE EXCLUSIVITY • MAJORITY OF SHOES SOLD IS THROUGH

•

 PRICE POINT • COMPARED

WITH ARTISTS WITH DIFFERENT AESTHETICS AND TALENTS AROUND THE WORLD TO CREATE UNIQUE PRINTS FOR THEIR PRODUCTS. HAS A MULTITUDE OF SHOE STYLES FOR MEN WOMEN AND CHILDREN, AND FORMATS TO PURCHASE ART WORK.

 PRODUCT QUALITY

• THE INSOLES HAVE • •

AIR BUBBLES WHICH ACT AS

A CUSHION 100% PREMIUM COTTON CANVAS LINING WITH A PADDED COLLAR FOR ADDITIONAL COMFORT. OFFERS FREE RETURN SHIPPING IF THE CUSTOMER IS UNHAPPY WITH THE QUALITY.

WEBSITE

THEIR

TO OTHER CANVAS SHOE BRANDS THE AVERAGE COST PER PAIR OF SHOES IS HIGHER.

 SHOE MATERIAL • THE MATERIAL

USED TO CREATE THE SHOES ARE PREMIUM BUT CANVAS SHOES DO NOT PROTECT AGAINST HARSH WEATHER WHICH MAKES SELLING IN COLDER MONTHS DIFFICULT.

 YOUTH • ONLY 3 YEARS

OLD, THEREFORE AS A YOUNG COMPANY IT IS MORE DIFFICULT TO ATTAIN LARGER MARKETING BUDGETS IN ORDER TO MATCH THEIR COMPETITIONS’.

SWOT ANALYSIS CONT. OPPORTUNITIES  EVOLVING UNIQUENESS • WORKING WITH ARTISTS

AROUND THE WORLD, THERE IS NO LIMIT AS TO THE AMOUNT OF CREATIVITY THAT CAN BE DISPLAYED THROUGH THEIR PRODUCTS.

 ADDITIONAL STUDIOS • CURRENTLY HAS A STUDIO IN CHICAGO AND NYC. ADDITIONAL STUDIOS IN METROPOLITAN AREAS WILL SPREAD BRAND AWARENESS.  FURTHERED PRESS COVERAGE • PRODUCTS AND FOUNDERS HAVE BEEN FEATURED IN NUMEROUS PUBLICATIONS (SUCH AS FORBES, SEVENTEEN MAGAZINE, CHICAGO READER, CHICAGO TRIBUNE, ETC.) CONTINUED RECOGNITION IS GREAT PUBLICITY

FOR THE PRODUCTS WITHOUT THE COST OF FULL FLEDGED ADS.

THREATS  EXISTING PREMIUM CANVAS SNEAKER SHOE BRANDS • THESE COMPETITORS ALREADY HAVE ESTABLISHED BRAND REPUTATIONS, AUDIENCES, AND RETAILERS.

 THE PRODUCTS ARE NOT DURABLE FOR ALL CLIMATES

• THIS MAKES SELLING CONSISTENTLY THROUGHOUT THE YEAR DIFFICULT WHICH MAKES RECEIVING BIGGER INVESTMENTS DIFFICULT.

COMPETITIVE REVIEW VANS

TOMS

• TARGET MARKET AGES 13-30

• TARGET MARKET AGES 18-25

• GEARED TOWARD EXTREME SPORT AUDIENCE

• “BUY ONE, GIVE ONE” CAMPAIGN

• SPONSORED BY OVER 600 ATHLETES ACROSS THE

• SHOES BASED ON ARGENTINE ALPARGATA

GLOBE

• OFFERS LIMITED SELECTION OF HAND DESIGNED SHOES

• PROVIDES INFORMATION ON UPCOMING EVENTS SPONSORED BY VANS

DESIGN

ADVERTISING OBJECTIVES 1. CREATE

BRAND RECOGNITION AND BRAND LOYALTY BY RELATING TO OUR TARGET AUDIENCE  SHOWCASING THE DRASTICALLY DIVERSE BUCKETFEET CONSUMERS THAT REPRESENT VARIOUS DEMOGRAPHIC SUBSETS WITHIN A LARGER COMMUNITY

2. HIGHLIGHT THE UNIQUE QUALITY

OF

BUCKETFEET SHOES

AND EMPHASIZE THE UNITY OF LOCAL

ARTIST CONTRIBUTIORS  PERSONIFY AND ACCENTUATE THE UNIQUE AND CREATIVE SUBJECTS OF CULTURES WITHIN AN URBAN ENVIRONMENT

3. PROMOTE INDIVIDUALISM WITHIN A GROUP OR SECT OF INDIVIDUALS “SPECIFICALLY” CITY OF CHICAGO

IN THE

 PLAY WITH THE PERSPECTIVE OF DIFFERENT “IDENTITIES” AND STYLES THAT ART HAS IN RELATION TO THE CITY

TARGET AUDIENCE • DEMOGRAPHICS: 18-24 AND 25-34 AGE GROUPS, MALE AND FEMALE, MIDDLE CLASS INCOME • GEOGRAPHIC: USA, CANADA, JAPAN, UK, SPAIN. (TOP FIVE COUNTRIES IN ORDER OF MOST TO LEAST

RETAILERS.) URBAN RESIDENTS

• PSYCHOGRAPHICS: INDIVIDUALISTS, ARTISTS, ART ENTHUSIASTS, “HIPSTERS” • BEHAVIORAL: PEOPLE WHO NEED SHOES TO SHOW OFF A UNIQUE INDIVIDUAL STYLE BUCKFEET’S TARGET AUDIENCE FITS THE SAME DEMOGRAPHICS AT THEIR COMPETITORS (TOM’S OR VANS.) THE UNITED STATES IS THEIR GREATEST MARKET POTENTIAL, SPECIFICALLY IN CALIFORNIA AND ILLINOIS.THESE STATES HAVE A HIGH

AMOUNT OF URBAN DWELLERS AND A GREATER AMOUNT OF CUSTOMERS WHO WOULD HAVE THE PURCHASING POWER TO BUY THESE SHOES. SINCE ARTISTS MAKE UP A LARGE PART OF THE BRAND NAME, PURCHASERS ARE MORE LIKELY TO SEE THEMSELVES AS ART ENTHUSIASTS. TO SELECT FROM THE CATALOGUE OF DIFFERENT DESIGNS GIVE THE CUSTOMER A SENSE OF INDIVIDUALISM , THEY HAVE A PAIR OF SHOES WITH A UNIQUE LOOK. OTHER COMPETITORS DON’T OFFER SUCH A WIDE SELECTION OF ART WORK FOR THEIR SHOES, WHICH ENHANCES THE FEELING OF UNIQUENESS.

CUSTOMER PROFILE NAME: JOSIE PACKARD AGE: 25 OCCUPATION: SHORT STORY CREATIVE WRITER RESIDENCE: LOGAN SQUARE, CHICAGO EDUCATION: DEPAUL UNIVERSITY

JOSIE ENJOYS LATE NIGHT MOVIES, ART GALLERIES AND AFTERNOON MARGARITAS. WHEN SHE ISN’T EXPLORING CHICAGO NEIGHBORHOODS WITH FRIENDS, SHE'S CURLED INTO HER BELOVED BEAN-BAG CHAIR AT HOME WRITING SHORT STORIES ABOUT SPACE ADVENTURES. HER STYLE IS QUIRKY, COLORFUL AND SCREAMS UNIQUE.

CREATIVE PLAN • 3 PRINT ADS • BIG IDEA

 “YOUR CITY, YOUR STYLE, YOUR BUCKETFEET”

• MARKET

THROUGHOUT CHICAGO  CHICAGO READER, BUS/TRAIN STOPS, LOCAL CONCERT VENUES/GALLERIES ETC.

EXECUTIONS

PLACEMENT

MEDIA PLAN MEDIA MIX • PRINT ADS • VEHICLES:

 CHICAGO READER MAGAZINE  BLUE, RED AND PINK LINE TRAIN STOPS  SOUTH LOOP, WICKER PARK AND PILSEN BUS STOPS  LINCOLN HALL, METRO, SCHUBAS, EMPTY BOTTLE

SEASONAL APPROACH OUR APPROACH

TO SCHEDULING THE PRINT ADS WILL FOLLOW THE LAUNCH OF THE NEW FASHION SEASONS. FOR EXAMPLE, FALL/WINTER ADS WILL BE PRODUCED AND ADVERTISED IN LATE AUGUST 2015.

SPRING/SUMMER ADS WILL BE REVEALED IN FEBRUARY 2016. EACH SEASON ADVERTISEMENT WILL SHOWCASE THE FASHION TRENDS THAT BUCKETFEET INCORPORATES WITH THEIR UNIQUE PRODUCT.

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Pickering, Ben. "4 Reasons Why Contests Should Be Part of Your Marketing Strategy." Mashable. American Express OPEN Forum, 21 July 2011. Web. 20 Nov. 2014.

BeMiller, Haley. "Chicago-based BucketFeet Raises $3.7 Million in Funding." N.p., 17 July 2014. Web. 24 Sept.

2014.

"Our Story - BucketFeet." Our Story - BucketFeet. N.p., n.d. Web. 24 Sept. 2014.

Pletz, John. "BucketFeet Goes Big-time with Nordstrom Deal, New Funding." Crain's Chicago Business. N.p., 21 Nov. 2013. Web. 24 Sept. 2014.