Loom Athletic Shoes The most comfortable Sneaker on the market made with waterproof technology and fabric.
Product & Brand Image
This is a brand new product to the heavy market of sneakers for athletes, and those with an active lifestyle. These shoes are highly superior to those of our major competitors due to the high-tech fabrics and layers on the interior and exterior of the shoes that make it waterproof, and by far the most comfortable, and durable shoe on the market.
This ultimately separates us from our competitors, as the market too much often focuses on the appearance of the shoe, and specifically the exterior. However, once people are actually using the shoe, there are many concerns that go along with the use. The highest being the shoes’ durability and comfortability, as that can indicate its longevity. We are far beyond our competitors in terms of durability, and longevity with our product, which is a feature that has been forgotten and abandoned by the industry, and will make us the leader in this category.
Why are we communicating?
Our specific goal is to educate people about the unique benefits and features of our product, and how it differentiates from our very powerful and well-known competitors’ products.
What have we learned about the consumer?
Our average target audience member is someone who will have a very high interest in purchasing our sneakers. Someone who lives a very athletic lifestyle in which they are always moving, working out, playing sports, walking, hiking and participating in a multitude of other athletic activities can all relate to the ongoing issues of pain in the feet, and the difficulty of keeping shoes clean while living in active lifestyles.
Because of these relatable issues, this product solves two major problems at once for our intended audience. With these sneakers they will be able to avoid many of the common injuries and constant pain from their active lifestyle, and in the inability to keep their shoes clean with our product that uses advanced technology to solve both issues.
What do we want the customer to think and do?
We want our target audience to understand our product’s ability to relate to their lifestyle. There is an endless number of people in the world who either play sports, exercise regularly, work in an active job, amongst many other common frequent and active activities. A common complaint and concern amongst people who use our competitors’ shoes, is the fear of being in pain from the massive amounts of physical activity, and worrying how long their shoes can restrain from damage. These shoes are a dream come true to people who share these problems and concerns, as the high tech build creates a never before seen (or worn) sneaker that will ease the pain of so many based on the unique design that separates us from our competition.
We also want our potential target audience members to understand the unique aspects of our sneaker, and why it would benefit them.
What is the single most persuasive idea we can convey to the consumer?
This is a sneaker that takes all of the downsides of our competitors such as lack of comfortability, and the difficulty of keeping them clean, and turns them into strengths with our high-tech waterproof sneaker.
How does our message connect with our target audience?
Our message connects with our target audience as we highlight these unique benefits by explaining the features of the shoe, and how it differentiates from our competitors’ product.
How will we communicate our message?
We will communicate our message through a multitude of specific tactics. We have to start by reaching out to several major influencers who could also be potential sponsors. This will be done by getting in touch with agents and managers of these influencers to seek out a potential sponsorship. In addition we will build relationships with multiple “groups” online who we believe would be potential customers. An example of this will be communicating through twitter and other social media apps with users who have interests in topics such as fitness, sports and outdoors. This can be done by replying to their posts, sending direct messages after building a decent relationship, and asking these users to refer the shoes to others as well.
Another basic tactic that could be used is promotional posts. These are posts on major platforms that are put into the algorithms of many more users than a regular post would. While it is true that these promotional posts cost money to pay for, this could end up being a very good investment that will boost the awareness and sales of our shoes.