KELLY RASMUSSEN, TONI EHREDT
We are targeting women between the ages of 25-45, who have invested in the latest technology, but not in their clothes. They don’t view workout clothes as an investment.
THE LATEST IN TEKNOLOGY IS HERE. No, we didn’t mis-spell technology, we re-wrote it to include part of the Tek Gear brand. Teknology, is a new word that ecompasses all Tek Gear products. It symbolizes innovative and cutting edge clothing to fit every person’s lifestyle. It encourages you to upgrade your workout clothes, so they fit the other technology you wear everyday. You invested in a smart watch, why not invest in a smart clothing?
UPGRADE YOUR GEAR.
PRINT ADS Our print ads reflect our message, Upgrade Your Gear. The design of the ad features Tek Gear clothes as a new products in the fitness technology market. We decided to use call outs to point out the product features and added the price to show the affordability of the product.
REVERSIBLE ADS
REVERSIBLE ADS The print ads would be reversible, offering a workout on the other side. The ads would be placed in womens magazines and look organic with the structure of the magazine. Women would likely find the workouts valuable, and would be inclined to keep them. The ads would feature Tek Gear clothes and Kohl’s logo, so people could know exactly where to find them.
MICROSITE The call to action on the reversible ads will send people to a microsite. The microsite will feature more in-depth workout videos and link back to the Kohl’ s Tek Gear store. This is a great way for people to easily share the videos and printable workouts online, as well as stay connected to Kohl’s on all their social media platforms.
**We recommend that Kohl’s partner with a famous fitness personality, like the Youtube-r and blogger, Cassey Ho. Her blogilates videos on average have over 100,000 views on Youtube. Working with a famous trainer would give more credibility to the Tek Gear brand.
KOHL’S PINTEREST We recommend that Kohl’s continue to update their Pinterest page. With the partnership with a fitness personality, and the production of Kohl’s sponsored workouts, producing more workout infographics would be easy. 50% of Pinterest users are between the ages 25-45, meaning that Kohl’s is guaranteed to hit their target market.
KOHL’S SPOTIFY
KOHL’S SPOTIFY We recommend that Kohl’s set up it’s own Spotify account. Setting up a Spotify account is free, so the only cost would be ads promoting Kohl’s Spotify accounts and the Tek Gear sponsored Fitness playlists. It is a great way to connect to our target by offering a service (music playlists) and not just another ad.
INTERACTIVE MALL ADS
INTERACTIVE MALL ADS Static mall ads are flat and easily overlooked. We decided to have interactive mall ads that will grab shoppers attention as they walk by. These ads will encourage users to “click to start� and find out how to upgrade their gear. From there, it will take them through a short quiz asking about their workout habits. At the end, it will recommend several Tek Gear pieces unique to their lifestyle. We want people to think about themselves in the clothes, and motivate them to go to the store and see the outfits in person.
INTERACTIVE BUS SHELTER ADS
INTERACTIVE FLOOR DISPLAY The new Tek Gear brand introduces innovation and technology in the customers life every step of the way. We decided that Kohl’s should introduce technology in every aspect of the shopping experience, from the moment they walk into the store to checkout. We would like to do interactive floor displays at the entrances of Kohl’s to attract customers attention.
INTERACTIVE FLOOR DISPLAY The floor display is interactive meaning as people step on it, their footprints will appear. Their first experience in the store is positively associated with Tek Gear, and therefore at the front of their mind while they are shopping.
LEADING THE WAY Tek Gear isn’t easy to find when shopping in the store, and unless you are looking for it, it is easy to walk right by it. So, why not lead the people directly to it? Once they step off the interactive store greeting display, they will be lead by footprints to the Tek Gear section.
SMART TAGS
SMART TAGS Smart tags will be added to each garment with the Tek Gear logo on one side, and a classification of Low impact, Medium impact or High impact workout on the other. Customers will be directed to scan the smart tags at the Kohl’s kiosk in the Tek Gear section, to learn about the garment and about the type of impact workout.
INTERACTIVE FLOOR DISPLAY To complete the total shopping experience, there will also be an interactive finish line floor display at the checkout area. The minute they walk into the store, to the minute they walk out, Tek Gear had a positive impression on their shopping experience.
THANK YOU