PR Dr Martens

heritage In the post war period, a mood of rebellion is prevalent within youth culture as teens want to differentiate themselves from their parent’s generation.

The 1950’s sees this attitude accelerate and the rise of popular music like rock ’n’ roll sees an overspill into mainstream youth culture and fashion.

It is into this rebellious and changing world that Dr.Martens shoes are born. This ‘attitude’ is a key brand attribute that has been brought through to the modern day. Every subsequent generation that has embraced Dr.Martens has done so largely to invoke that sense of rebellion.

-Expressive -Rebellious -Free Thinking -Different -Skin heads -Non comformaity -Standing out -Doing what they want, when they want -Self expression -Devotion to music -Adventure -Celebration -Music -Politics -Individuality

brand values

Past and present market position:

Oweing largely to the huge emotional bond felt by consumers towards Dr.Martens, the brand has enjoyed a large market share over a sustained period of time. This also owes to the fact that Dr.Martens footwear is still largely a niche product appealing to specific (but loyal) groups of consumers.

The strength of the Dr. Martens brand within the footwear market can be displayed by their reluctance to diversify and enter into other market segments.

past and present marketing positions

Brand character Conformity noun compliance with standards, rules, or laws.

Ideal customer -Male -Tall -24 -Relaxed -Jeans, white top, Harrington coat -Considered spontaneous -Likes to stand out and make a statement -Likes imperfections, he feels they add character -Rebellious -Conforms to a group/what he believes in -Lives in a studio apartment in the middle of town -Hangs out with people who dresses like him and has the same taste in music -Talents: playing guitar, bmx riding, and being able to ‘out drink his friends’ -Inspirations from: his dad and the stories he has passed onto him of his youth -Last tweet: “Last night was sick, follow my band @Hypeflow

-Where are they? At band rehearsal or in the Brew Dog pub in Newcastle catching up with friends -Day/Night: Night -Inside/outside: Outside -Loud or quiet: Loud and outgoing -Always with people -Sociable -Sounds: Sound of his guitar, always music playing

Online-connecting with the brand

Current E-PR: Dr Martens have huge consumer retention from social media. With an estimated 15% buying DM products following a facebook post and half of fans stating that they have only purchased DM products since becoming a ‘fan’ on social media.

Dr Martens also call for increased consumer engagement through social media, this is demonstrated by the facebook ‘break out’ area in which consumers and fans are given a platform to upload and share their own DM related content. This level of consumer cooperation could be one reason for such high online engagement.

More than three quarters of consumers who share their experiences associate online with Dr. Martens’ desired brand values: The majority of consumers who share stories discuss Dr. Martens’ rich heritage and associate it with other brand identities such as Britishness The vast majority of consumers who don’t share their own stories do not associate Dr Martens with any of its desired brand identities: These consumers tend to discuss their ‘love’ of Dr. Martens boots, rather than discussing specific ideas about the brand.

social media statistics

Statics show that the biggest utilised social media in the world is Facebook. Over 1.393billion people use Facebook worldwide (February 2015). Therefore running a strategy that capitalises most on social media would be effective and applicable.

Asia is the biggest continent in the world that uses social media, closely followed by Europe. Living in a world today that uses more technology than ever before, creating an approach that applies effectively social media that people will engage towards.

Consumers decide to visit websites permitting the information and products that they see, however they will revisit websites according to the experiences that they previously had. These experiences are shaped by e-marketing and e-branding strategies. The Internet is a pull marketing channel, this compares with the push medium used in offline marketing. The marketing strategy used for the Internet should therefore focus on the acquisition and retention of website visitors.

Potential regional target audience: The regional target audience in the North East area is similar with the audience that engages regionally. Consumers within this area, much like consumers from across the UK . Easialy categorised though rebelliousness and unique ways. This is typified through the quirky style observed at the Dr. Martens Newcastle store opening. The event brought together local bloggers, press, celebs, bands and fashion enthusiasts and focused heavily on the blending of the Dr. Martens brand and local fashion, music and media.

The success of this event in integrating the brand into the social fabric of North East youth culture meant that the Newcastle store saw the highest number of first-day purchases in Dr. Martens history.

It is clear from this that the brand has a huge potential market in the North East, with consumers eager to interact with Dr. Martens products.

This opens a big potential door when creating a new strategy.

self-expression Expression of ones own personality, feelings, or ideas, as through speech or art: Selfexpression must pass into communication for its fulfillment Pearl S. Buck.

Marketing activities- inc. media usage and business opportunities: One key new marketing strategy which has emerged within Dr Martens is the #STANDFORSOMETHING campaign which aims to tap into the rebellious streak which is intrinsic to the DM consumer. The campaign seeks to increase engagement with consumers across a range of different platforms by asking consumers to share their own stories and passions with other users. This is an interesting and innovative move for such a large, multi-national company thus is highly compatible with the brand’s ethos of rebellious self-expression.

First and forever was a campaign previous to #standforsomething.

Everyone remembers their first pair of Dr.Martens’, from this was born #firstandforever! From a persons ‘first love’ to ‘first gig’ the campaign provided a real platform for people to write their own personal, emotive and moving experience. This became not only a regional campaign but international, everyone was sharing their own experiences.

Levering the positive connection between a brand and the customer, in the digital age technology is more important than ever.

First and forever was a campaign previous to #standforsomething.

Everyone remembers their first pair of Dr.Martens’, from this was born #firstandforever! From a persons ‘first love’ to ‘first gig’ the campaign provided a real platform for people to write their own personal, emotive and moving experience. This became not only a regional campaign but international, everyone was sharing their own experiences.

Levering the positive connection between a brand and the customer, in the digital age technology is more important than ever.

Newcastle Music industry The evolution festival, known as ‘Evo’ locally, is a music festival held annually in areas across Newcastle. Held on Spring Bank Holiday at three sites beside the River Tyne. The festival brings to the North East some of the biggest pop, punk, and alternative artists. Performers such as; The Ordinary Boys, Maximo Park, Kate Nash, Mystery Jets, and Friendly Fires. As well as celebrating local music in the area with a ‘Quayside East’ stage, where bands from across the area could get up and perform in front of a audience. Entertaining 30,660 follows on Facebook and having over 2,300 visits from individuals, proves how important music is in the area, and how it has the power to bring people/locals alike together.

Just typing into Google ‘Newcastle Music’ brings up 73,300,000 hits. Bringing up a lists of locations, bands, and music stores. Demonstrating that music in Newcastle and the North East is popular and in demand.

Even typing into Google ‘up and coming music artists Newcastle’ brings up 41,800,00 results, consequently capitalising on this in a strategic approach would be effective and interactive with the target audience in the area. #standforsomethingncl.

Target audience The thrill seaker This is Andy, a 20 year old laid back guy. A slim, spontaneous and slightly rebellious young adult. He loves to stand out, whether it’s with what he wears or the music he listens to, Andy loves trying new and exciting things. His main interests are music, and often enjoys playing in his band at local gigs and buskers. Andy defines himself as a thrill seeker and loves trying new and edgy things. He stands for being different and not following the ideal persona of a ‘normal teen’.

He is a active Facebook, Spoify, twitter and Instagram user and loves to keep up to date with his friends and favourite bands posts.

Objectives Main PR Objectives: Overall the main objective is to raise awareness of the brand in Newcastle. Newcastle as a whole isn’t more of a town but a sort of community and a team, Newcastle united for example are branded as some of the most loyal and dedicated fans on earth. The local people stand for not only the pride in the city that they belong and come from but a definite sense of devotedness and belonging. Music in the area is appreciated and notable in the city, for example a Facebook page of ‘North East Musicians and Bands’ has 2,193 followers. Demonstrating that music in the area brings people together; furthermore tapping into these tastemakers will reach out to an existing and new creative audience.

Due to Dr Martens having the greatest amount of followers on Facebook, utilizing this to a strong advantage to generate positive conversation online and offline. Building up hype on this powerful social media platform by encouraging consumers to use the handle #standforsomethingncl in the build up, during and post launch of the video.

Ultimately increasing sales in the Newcastle store will make this campaign a success.

swot analysis

Strategy The main objective of the strategy is to bring local people and tastemakers in Newcastle doing what they do best, being together. Tapping into the up and coming local music artists would be the most applicable and stimulating direction. Once engaged in a social way, through the power of the platform Facebook, users are encouraged to use the hashtag #standforsomethingncl allowing them to write, post pictures and engage in what they feel that they stand for. Making consumers invest emotionally by posting something which maybe very personal to them will make them devote themselves to the brand.

Figures show that 79% of people follow a brand to gain access to exclusive content, making a user feel part of the brand once they engage and post will gain positive conversations and build consumer trademark relationship.

Furthermore the launch will be an event rather than a announcement of the latest video release, to celebrate music in the North East the event will be held at the yearly Evolution festival. Additionally on the main stage located in Spillers Warf a ‘open mic’ will be on stage, allowing bands and musicians to play and celebrate their personal art. The stimulating video will be streamed on screens in the venue prior to the event starting for the all-exclusive launch.

Tickets will be available to purchase online. A live stream will be available on the Facebook and on www.drmartens.com/uk/ In order to build excitement in advance will keep customers interested, dropping hints on the main social media platform as to what to expect at the launch.

Applying a countdown on the social media platforms and on the Dr Martens website to build momentum for the engaged customers, reaching out to exclusive bloggers who are personally invited to the show such as Paula Bowron (PinkBow), The Chicest (fashion) Little Comets, Model Aeroplanes and Polarsets.

During the event, buzz has to be the busiest, tracking the online volumes by the hashtag.

Generating a competition, for example “300 likes and 25% discount code will be available in store and online until midnight tonight” Post the event, online thrill needs to excessive with continuious promotions and asking for people to share their experiences at the launch while still using the hashtag #standforsomethingncl. Moreover always keeping new followers interested.

timeline of events

FILM PROMOTIONAL COPY Published 23rd May 2015: Dr. Martens What Do You Stand For? The punk movement inherited Dr Martens the rebellious, violent, aggression association. The brand has and continues to personify individuality for decades. Dr Martens is much more than just a brand, these are the people that bring the boots to life, and these are the people that stand for something.

Model Andy Jaques gives an insight into how music effects his morals.

Tell us what you stand for at: https://www.facebook.com/drmartens #STANDFORSOMETHINGNCL Category: Style&Clothing

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