Since Active Feet is a company that specializes in podiatry and scientific theory based designs of shoes for customers, the company has a niche target market. It can be observed that often the niche target market of a particular company limits the scope and opportunity of the given company. The company needs to achieve the interest of the consumers and retain their interest in the product that is offered by the company. The key objective of the company is to attract the attention of the consumers and retain their interest. The company can achieve this by creating a plan, which highlights the product and informs the consumers about the possible health benefits of the product and the reason that it is important for the consumers to choose the product sold by Active Feet.
As is proposed by Lee and Johnson, (2013), there are four major principles of advertising. They are attention, interest, desire and action.
The advertising campaign for Active Feet should encompass the predominant health benefits of the products. The strategic idea of the advertising campaign for the company is principally to highlight the health benefits of the products of the company. The objective is to highlight the benefit of correctly fitted footwear. Properly fitted footwear is integral to the overall health and comfort of the consumers ("Podiatry based running footwear store", 2017). The performance and comfort of the footwear is important for any consumer. Therefore, it is important for the consumers to be aware of the health benefits of the footwear. The company provides a higher level of service to the majority of the competitor. The company employed scientific manner to maintain the health of the consumers. The company boasts of a computer analysis treadmill, podiatrists and a relevant expertise ("Podiatry based running footwear store", 2017). The advertisement campaign should concentrate on the media campaign. The media campaign should excessively promote the health benefits that the products can provide to the consumers. The company should adopt online campaigns along with print and electronic media to promote the product. The products have unique features like GPS units, anti-chaffing solutions, performance nutrition, fuel belts, and technical socks. These features can be highlighted in the advertising campaign especially in the media campaign.
Active Feet as a company can adopt many creative strategies to market its products to the consumers. The art directors or the advertising agency generally formulates the creative strategy. The team is composed of copywriters, creative director and an art director. The creative strategy of the advertising campaign generally outlines how the campaign is going to meet the advertising objectives of the business. The creative copy of the advertisement must include the best and the positive features of the products. Features like the GPS units, anti-chaffing solutions, performance nutrition, fuel belts, and technical socks can be highlighted.
Active Feet specialises in the scientific footwear and presents the consumers with the ultimate comfort. The advertisement campaign for the products of Active Feet should focus on the health benefits of the products that are provided by the company. The company can adopt new and innovative approach highlighting the new features and the health benefits that are offered by the company. It can adopt innovative approaches like conducting workshops, distributing innovative pamphlets and conducting research via questionnaires and interviews to know the approach and the thoughts of the consumers. The media campaign of the company should encompass the new and unique products of the company. The promotional vehicle of the company should essentially be a combination of outdoor and print media. It should also bring in the presence of electronic media in the promotional campaign.
Advertising campaigns help a company to increase its business by putting forth the positive aspects of the product sold by the company. Advertising campaign for Active Feet, the Australian footwear company should essentially highlight the health benefits that the products can provide to the consumers. Their Unique Selling Point (USP) lies in the high performance, customized footwear that is sure to provide a lot of comfort to the consumers. The podiatric team of the company helps the consumers to find the perfect fit of the footwear.
The key success measures for any particular advertising campaign for a particular company is reflected in the sales and growth of the company. Similarly, the campaign can be evaluated with the help of the sales of the products in the next financial year. The key essential success measures are financial viability, customer satisfaction, contribution to society and employee satisfaction (Bhattacharjee, 2012). All these factors have to be monitored in order to measure the success. The success of the advertising campaign in this case can be measured by comparing the sales before and after the campaign. The success of the media campaign can only be measured by gauging the customer feedback as well as the knowledge of the products that are sold by the company.
Bhattacherjee, A. (2012). Social science research: principles, methods, and practices.
Govindarajan, V., & Trimble, C. (2013). Ten rules for strategic innovators: From idea to execution. Harvard Business Press. (Govindarajan & Trimble, 2013)
Landa, R. (2016). Advertising by design: generating and designing creative ideas across media. John Wiley & Sons. (Landa, 2016)
Lee, M., & Johnson, C. (2013). Principles of advertising: a global perspective. Routledge.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.
Percy, L., Elliott, R. H., & Rosenbaum-Elliott, R. (2016). Strategic advertising management. Oxford University Press.
Podiatry based running footwear store. (2017). Active Feet. Retrieved 8 May 2017, from https://www.activefeet.com.au/
Shimp, T. A., & Andrews, J. C. (2012). Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.
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