Mike Young a copywriter at Smith & Smythe Advertising was working to develop a creative strategy for a new line of women shoes.
This new line was made up of women’s high heeled shoes that were built to provide the sort of foot cushioning usually found only in athletic shoes.
Health Heels has been developed after some extensive research and testing by the clients design group.
The idea for the product had come from the company’s financial vice president, a fitness and fashion conscious women.
The company’s designers went through a no of prototypes before coming up with Health Heels. Both the heel and sole of the shoe had several layers of special cushioning to help absorb the impact of walking, particularly the extra impact associated with the design of any high heeled shoes.
Health Heels were both comfortable and fashionable but that unique combination of attributes came at a price for about $100 a pair at retail.
Secondary research into women’s shoe purchasing habits showed that about 20% of shoes were priced in the $75 - $125 range. About 65% of women over the age of 18 owned at least one pair of athletic shoes.
Concept testing had shown that many women reacted positively to the Health Heels concept, seeing it as a solution to a very real problem.
After the concept test, some prototype pairs of Health Heels were made and given to a group of 25 women to wear. 20 of this women currently owned athletic shoes and 10 were walkers.
All 25 of the women gave the shoes excellent rating after a month of wear.
20 of the women said they would be willing to pay the $100 price. Of the other five, two said the price was appropriate for the shoes, three felt $100 was too high.
Based on the positive results of the concept test, the company decided to stay with the $100 price.
The company had to focus on working women who were fitness conscious as well as fashion conscious.
The criteria was had they targeted all the working women the communication program would have been tougher as they had to communicate a lot of benefits to those who might not been their target audience.
What are the communication objectives ?
To create awareness of Health Heels shoes Convince women to buy Health Heels to replace their regular high heel shoes.
To change the belief
Convince women that Health Heel shoes are comfortable which has a special cushioning to protect the foot and absorb the normal impact of working and particularly harsh impact caused by high heels.
To change the attitude of the women.
Giving information about the product
Comparative method is used for comparison of traditional high heels, sports wear and health heels.
Refutational method is used because people are skeptical about “comfortable and fashionable heels”.
Arousing feelings of good appearance and higher status among people wearing health heels .