how do you do?

February 23rd, 2011 • Uncategorized

Keds, a brand that has been around since 1916, are canvas sneakers with rubber soles. Since its origination, Keds has seen a decline in popularity in the 1990’s and 2000’s. One reason for this lost in consumer interest may be attributed to the lack of creative promotional strategies the company has employed in its marketing. The brand’s image has not kept pace with constantly changing fashion attitudes, and the result is a product that is viewed as unattractive, particularly to the younger generations in society. For instance, seeing their parents wearing Keds shoes, Generation Y members feel that the product is boring, uncool and uninspiring.

This is changing as Keds has begun to take a more interactive approach in marketing their shoes. In 2008, the Keds Studio was launched, allowing customers to use images, text and colors from their files or those provided by Keds in designing custom shoes. The latest marketing campaign launched by the company, called “How Do You Do?”,  attempts to reposition the brand and reintroduce it to the Generation Y demographic. Keds has created a mobile shoe box which will embark on a cross-country tour of various arts-focused colleges campuses. The campaign’s purpose is to engage the target market in creating and collaborating, and promoting the idea that they can use Keds sneakers as a canvas to express creativity. This is all done by having the audience interact with and experience the brand firsthand; inside the shoe box, customers can view videos to learn more about Keds and their community involvement, look at a gallery of Keds shoes inspired by different tour cities or use a touch-screen kiosk to create customized sneakers. In addition, Keds has established relationships with designers and outlets since 2009 as a part of their repositioning strategy. Artists and designers the company has partnered with create their own Keds shoes which are sold on the Keds web site.

In a value-based marketing era, companies are long-term focused and committed to building relationships. Keds, with their repositioning strategy, is working towards these goals. Not only are they interacting with customers through their “How Do You Do?” campaign, but they have begun to establish long-term relationships with new corporate partners, such as designers. Their campaign aims to find local talent which will inspire them in creating future Keds products that will appeal to the younger customer population. This proves that Keds has a long-term focus and is changing along with its consumers’ attitudes.

an “endless” campaign

February 9th, 2011 • Uncategorized

Most of us are familiar with Frito-Lay, a company that manufactures and sells various snack food products (particularly potato chips), including popular brands such as Cheetos cheese puffs and Sun Chips. Recently, Frito-Lay Canada has launched a new campaign for their Doritos product, which entails showing consumers a commercial promoting new chip flavours. Nothing new there. However, this latest ad created by Frito-Lay’s is “endless”.

In the ad, two researchers who have each developed a new Doritos flavour presents a sample of their product to the “Flavour Master”. The Flavour Master enjoys both, but decides that one flavour must be destroyed. At this point, the ad ends abruptly and asks viewers to finish the story: Which flavour will be destroyed and how? Consumers are encouraged to go on www.writetheend.ca and answer this question as a part of a contest. The writer of the winning story will receive a substantial prize and their ending will become a part of the commercial.

The point of Frito-Lay’s campaign is to use this contest to get consumers to communicate which flavour they prefer through their choice of ending to the commercial. As the ending-less commercial is very neutral, there is no indication of which flavour is superior. Therefore, the choice consumers make will inevitably be based on their opinion and feeling of which flavour is most attractive to them. Frito-Lay’s campaign allows them to obtain invaluable information about their consumers’ attitudes toward potential new products: they want their consumers to tell them what they want.

I believe Frito-Lay has come up with a very interesting way for the company to interact with the target market, those whom they hope will buy and consume their products. This contest entices consumers to interact with the product, as customers can impact the outcome of the advertisement which will ultimately be released to the public. This also allows Frito-Lay to generate innovative ideas without increasing their costs significantly. The most important thing about this campaign is that they can effectively identify consumer needs and wants, and as a result, can better market the product.

blenz red band

February 1st, 2011 • Uncategorized

Starting today, the Blenz Red Band will be available at Blenz Coffee stores all across British Columbia. Using this drink sleeve as “the mark of being single”, Blenz is giving people the opportunity to meet and connect with others while enjoying their daily coffee. As Valentine’s Day approaches, this is the chance for single people to get a date for that special day of the year. All that needs to be done is to follow these steps:

1. Go to your nearest Blenz and buy a coffee.
2. Pick up a red sleeve and put it on your cup if you are single.
3. Look around the store for others who have done the same.
4. Make some eye contact and approach them to start off a conversation.

As a barista working at Blenz, I was initially shocked when I heard about this project. It seemed to me like a situation of extreme awkwardness would unfold as I am forced to promote the red band to customers.

Eventually, however, I began to realize that this is actually a genius marketing campaign by Blenz. In addition to providing the sleeves at all Blenz stores, the company started a blog at http://blenzredband.com. Throughout this month, bloggers from all over the Vancouver community will be sharing their tips and stories on relationships.  In addition, they have been avidly promoting this project through Facebook and Twitter. There are tons of prize giveaways and even a contest for the best “Blenz Love Story”, a story couples can submit about how they met through the Blenz Red Band.

Sounding absurd so far? What may or may not come as a surprise is that many Vancouverites have already enthusiastically embraced this ambitious idea. In my opinion, this is a very creative marketing project that is an excellent way for Blenz to generate attention to their brand and company and also increase sales. Without a doubt, there will be singles visiting Blenz on a frequent basis this month, buying coffees and trying their luck at meeting their dream girl or guy. As for me, I’ll be behind the counter promoting the red band for the rest of February.