This document discusses potential sales promotion concepts for Reebok and Foot Locker to target their key demographic of men ages 18-25. Concept 1 is an Instagram photo contest with the hashtag "#AllIWantIsReebokClassics" where entrants can win a new Reebok Classics collection designed by Kanye West and concert tickets. Concept 2 is a launch party for the new spring collection with sweepstakes entry to win a Hawaii trip and 50% off coupons. Concept 3 also includes cause-related marketing with sweepstakes and coupons. The top concept is noted as Concept 1 for engaging customers through social media and building brand awareness. Creative examples showcase celebrity endorsement from Kanye West and details of the

1. TracyLocke
Sales Promotion
Challenge
Part II
Barbara Muriente
AC 222-OL1
Prof. Rejaud

2. Reebok & Foot Locker’s
Key Target
● Target Audience
◦ Men
◦ Ages 18-25
◦ $10-$30 thousand Income
◦ Trendsetter
◦ Urban Lifestyle
◦ Seeks Approval
◦ Price sensitive
◦ Willing to purchase twice a
year.
◦ Can spend $100+ on
sneakers

3. Reebok and Foot Locker’s Techniques &
Opportunities
● Opportunities:
◦ Generate Trial
◦ Purchase Frequency
◦ In-Store and Online Presence
● Techniques:
◦ Coupons, Price-Offs
◦ Contests
◦ Sweepstakes
◦ Exclusive Deals

4. ● Fit & Allignment
◦ Same Target Market (Current)
◦ Same Positioning
◦ Same Desired Results (Purchase Frequency, Brand Awareness)
● Recommendations
◦ Product Design & Variety for better Value Proposition
◦ Focus on Style & Fashion
⚫Street Style
◦ Increase presence
⚫Online & Social Media
Recommendations
Fit & Alignment

5. Flash! Flash! Flash! In the fashion world, you are either in or you’re
out. Take risks. Stand out from the crowd.
Be unique. Be you.
Show us how you style your Reebok Classics. Post a picture on
Instagram with #AllIWantIsReebokClassics for the chance to
win! Winner will receive the Reebok Classics VIP collection by
Kanye West and two(2) tickets to the Yeezus tour.
Don’t let the spotlight dim on you.
Concept Statement #1

6. Concept Statement #1:
How will it work?
● Objective
◦ Increase awareness
◦ Generate Trial
◦ Increase Purchase Frequency
● Target
◦ Current Loyals
◦ Switchers
◦ Competitive Loyals
◦ Price buyers
● Desired Results
◦ Reinforce Purchase Behavior
◦ Increase brand loyalty
● Techniques
◦ Contest
◦ Coupon

7. Concept Statement #1:
How will it work?
(continued)
● Timing
● May 15-31st
● How (Channels)
◦ Social Media (Instagram, Facbook,
Twitter, Pinterest)
◦ Reebok and Foot Locker website
◦ Email Newsletter
● Prizes
◦ New Reebok Classics VIP sneaker
collection (Giveaway)
● Designed by Kanye West
◦ Two (2) tickets to Kanye West’s
“Yeezus” concert
◦ Induction to Foot Locker’s VIP
Program and a $10 off Coupon
● Key Message
◦ Reebok and Foot Locker wants
to engage its target market into
sharing their best outfits
through social media. They seek
to connect with their audience.
● Key Creative
◦ Using celebrity spokesperson,
sleek, modern, portraying street
style, also appealing to hip hop

8. Classic. Timeless. Flawless. Fashion should be bold, yet
comfortable. Put your best foot forward with the new Reebok
Classics Spring ‘15 Collection!
On March 1st, you are cordially invited to the launch of Reebok
Classic’s Spring Collection! The first 50 customers will receive
50% off their next purchase. Participate on our special
sweepstake for the chance to win a trip to Hawaii!!!
Be bold, bright, and beatiful!
Concept Statement #2

9. Concept Statement #2:
How will it work?
● Objective
◦ Generate Trial
◦ Increase Purchase Frequency
● Target
◦ Current Loyals
◦ Switchers
◦ Competitive Loyals
◦ Price buyers
● Desired Results
◦ Reinforce Purchase Behavior
◦ Increase brand loyalty
● Techniques
◦ Sweepstakes
◦ Coupon

10. Concept Statement #2:
How will it work?
(continued)
● Timing
● March 1- June 15 (Coupon)
● March 1- April 1 (Sweepstakes)
● How (Channels)
◦ Social Media
◦ Reebok and Foot Locker website
◦ Email Newsletter
◦ In Store Ads
● Prizes
◦ 50% Off next Reebok Classics
Purchase
◦ Trip to Hawaii
● Key Message
◦ Reebok and Foot Locker wants
to engage its
● Key Creative
◦ Showcasing bold new patterns
and colors in their shoes,
reflecting that in the campaign
ads, happy, bright, summer
themes

11. Concept Statement #3:
How will it work?
● Objective
◦ Generate Trial
◦ Increase Purchase Frequency
● Target
◦ Current Loyals
◦ Switchers
◦ Competitive Loyals
◦ Price buyers
● Desired Results
◦ Reinforce Purchase Behavior
◦ Increase brand loyalty
● Techniques
◦ Cause-Related Promotion
w/ Sweepstakes & Coupons

12. Concept Statement #3:
How will it work?
(continued)
● Timing
● March 1- June 15 (Coupon)
● March 1- April 1 (Sweepstakes)
● How (Channels)
◦ Social Media
◦ Reebok and Foot Locker website
◦ Email Newsletter
◦ In Store Ads
● Prizes
◦ 50% Off next Reebok Classics
Purchase
◦ Trip to Hawaii
● Key Message
◦ Reebok and Foot Locker wants
to engage its
● Key Creative
◦ Showcasing bold new patterns
and colors in their shoes,
reflecting that in the campaign
ads, happy, bright, summer
themes

13. Top Concept – Statement #1
● Understands targets interests in fashion, music, culture
● Uses Social Media to create brand awareness, reinforces
the positioning Reebok and Foot Locker
● Makes both brands more relevant
● Engages and excites customer
● Will create word of mouth and attract new customers

14. Creative Example #1

15. Creative Example #2
● Use of Celebrity Spokesperson
◦ Kanye West

16. Creative Example #3
● Instagram Campaign
◦ #AllIWantisReebokClassics

17. Creative Example #4
$10 Off
Reebok Classics Purchase
Offer valid from May 15-31, 2015.
Welcome to the VIP Loyalty
Program!!!