Ad 480 Brooks Final Campaign Book (Web Ready)

running shoes
campaign
Brooks®
Sports, Inc.
Dylan Bale · Sam Boettcher · Scott Gronewald · Meagan Houck · Quinn Ianniciello · Danielle LaClair · Jessica Schumaker

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The Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Campaign Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
Target Market Recommendation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
Media Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Creative Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Sales Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Last Word . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124
Works Cited . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128
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table of contents
Dylan Bale, Sam Boettcher, Scott Gronewald, Meagan Houck, Quinn Ianniciello, Danielle LaClair, and
Jessica Schumaker are seniors studying advertising in the Edward R. Murrow College of Communication
at Washington State University. This campaign project was first presented on April 28, 2011 for the
Advertising 480 course taught by Professor Daniel Petek.
© 2011 All Authors

Running means something different to everyone. For some,
it means getting their old body back and fitting into their
favorite jeans. For others, it means taking a step to a longer
life. To the hardcore runner, it can mean anything and
everything; a complete lifestyle.
The following plan looks at the athletic shoe market,
runner’s personalities, and various other elements of
consumer behavior to help build the Brooks Sports, Inc.
(Brooks) brand name in the industry. Through extensive
primary and secondary research, we have derived
recommendations for a target audience and integrated
marketing strategy that will ultimately create the awareness
needed to bring success to Brooks product lines.
A wide variety of media specifically chosen to focus on our
niche audience and trade retailers will help both consumers
and retailers become more aware and familiar with the
Brooks name. Through this strategy we will highlight what
makes Brooks, the shoe and company, different from all
the others offered in the market in terms of technology and
ideology about running.
Turn the page and discover how Brooks can increase sales,
awareness, and loyalty through this campaign. n
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0. executive summary
Look for important
highlights,
notes, research,
and quotes in this
sidebar throughout
the book.
[ TIP ]
“I just finished my
first marathon,
and I’m in the
best shape of my
life. I don’t like
that people think
I only run to keep
the weight off,
because running
has become so
much more than
that. I’m a runner
now.”
— Jenny Jarvis, Greenville, TX
Runner’s World, April 2011

THE MARKET
This section of the report defines the current market of the
athletic shoe industry within the United States, describing
various aspects of the market and showing projections for
approaching years.
Definition
There is a wide variety of athletic shoe options offered
in the marketplace of active shoes. Different categories
include but are not limited to: cross trainers, running shoes,
basketball shoes, and many more. This report highlights
the United States’ market for Brooks Running Shoes.
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Relevant Market (SIC) Code
Brooks running shoes Standard Industrial Classification
(SIC) code is 5139 . Shoes are classified as “Apparel, Piece
Goods, and Notions” which is specified by the first three
numbers of the SIC code being 513 . The next number, 9,
specifies that it is a “footwear” product . The NAICS code
is 316211 . Athletic shoes like Brooks are categorized as
“Rubber and Plastics Footwear Manufacturing.”
Market Size & Growth Trends
The footwear industry is split into three separate groups
including casual, athletic, and fashion categories. The
“athletic shoe” category has the leading majority in both
sales and growth. Brooks Running Shoes are included
within the “athletic shoe” segment. The key trend in
athletic shoe products that has gained momentum over the
past few years is product innovation. New technologies and
materials are giving users more benefits than ever before.
According to Mintel, a marketing research company, the
United States footwear market declined 6% in inflation-
adjusted prices from 2000-2005, while athletic shoe sales
have increased from 2000 to 2005 by 9% to $17.8 billion.
Between 2002 and 2005 the footwear market shrank by
1% due to less spending after 9/11. According to the AAFA
(American Apparel and Footwear Association), athletic
shoes were able to maintain momentum due to both the
utility and mass appeal of sneakers, and therefore were not
1. situation analysis
In this section
6 The Market
16 Competitive Position
22 The Consumer
38 Distribution
41 Advertising History
51 Sales Promotion
60 Problem: Meet Solution
1
LET’S BEGIN

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Market Forecast
Mintel estimates that athletic shoe sales would reach just
over $21 billion in 2010, indicating an increase of more
than 16% since 2005 and an increase of just under 35%
since 2000. However, this reflects a .2% decrease when
accounting for inflation from 2005-2010 . The forecast also
shows that while sales of men’s athletic shoes are going to
decrease by 13% at constant prices, women’s athletic shoes
will see an increase of 9%.
Several factors contributed to the price decreases for athletic
shoes including the impact of low priced imports from
Asia as well as the increased competition between discount
retailers.
According to Mintel, product innovation in the segment
will continue to stimulate demand for new products
as susceptible to economic conditions.
While volume sales saw growth between 2000-2005, the
average price per pair of shoes declined 15.2% , from $38.44
to $32.88 between 2002 and 2005. This is primarily due to
the growth of sales in discount channels, and an increase
in sales of lower-priced casual sneakers. Additionally, major
manufacturers are increasingly turning their attention to
other product categories, such as apparel and accessories.
Only in 2005 did the average shoe price begin to rise.
According to Mintel, the average age of the U.S. population
is increasing as the large Baby Boomer generation gets
older. Marketers should continue to promote the benefits
of advanced footwear to keep the positive growth of the
market. The footwear industry needs to be more successful
in developing shoes that attract older adults, but the
highest-consuming age group, ages 15-34, will continue
to expand more quickly in 2005-2010 than it did in 2000-
2005.
Consolidation of retail storefronts has contributed to a
change in market dynamics. While smaller manufacturers
have fewer chances of placement on shelves, larger brands
are seeing more pressure to reduce prices and have had to
take responsibility to buy back unsold inventory (Mintel,
Athletic Shoes. “Market Size and Trends.” US, 2006).
Sales of Footwear (through medium to high-priced retailers, at current and constant prices, 2000-2005)
Year Sales at current prices Sales at constant 2005 prices*
$ million Index % change $ million Index % change
2000 8,962 100 - 10,126 100 -
2001 9,191 103 2.6 10,097 100 -0.3
2002 9,595 107 4.4 10,377 102 2.8
2003 9,710 108 1.2 10,268 101 -1.1
2004 10,061 112 3.6 10,363 102 0.9
2005 10,507 117 4.4 10,507 104 1.4
(SMRB, 2008-2009) *Adjusted for inflation using the “All Items CPI”
Above ↑
Sales of all types of footwear
between 2000 and 2005,
as reported by Simmons
(a consumer research
company).
Marketers should
continue to
promote the
benefits of
advanced footwear
to keep the
positive growth
of the market.
[ REALITY CHECK ]

over the next five years, where manufacturers introduce
improved models every six months. Innovations of note
include the Nike+ brand footwear that allowed for a small
accelerometer to be placed in the heel under the insert to
track distances that link to your iPod and would be posted
online through Nike’s website. Other innovations include
the Nike Free 5.0 which was not only lightweight, but gave
the runner a feeling of running barefoot through breaking
in the shoe and offering less constriction of the foot. With
these technological advances came increased consumer
demand for similar new products, and higher price tags as
well. Mintel states that if there were greater than expected
increases in product innovation over the forecast period, it
would be likely that future sales would exceed predictions
(Mintel, Athletic Shoes. “Future and Forecast.” US, 2006).
Market Make-Up
The market is made up of several different brands of
“performance” athletic shoes. Price of shoes is often driven
by the status of the brand itself.
Brooks running shoes are specifically designed for true
athletes who enjoy running and physical fitness as a
lifestyle. Since Brooks is known for their quality shoes,
specifically designed for an active lifestyle, many aspiring
runners focus on the brand as well. These consumers
hope that by purchasing the appropriate shoe they will
begin adopting a more active lifestyle. The running shoe
market is already inundated with brands of athletic shoes
Total Footwear Sales Trends from
2000 to 2005 (at 2006 prices)
This graph illustrates sales trends of all
types of footwear (including athletic
shoes). From 2000 to 2005 the sales of
all footwear trends have fluctuated up
and down $1,000,000 to $4,000,000
each year.
Forecasted Total US Retail Sales Of All
Footwear (at 2006 prices)
From 2005 to 2010, the sales of all
types of footwear were predicted to
increase 23% at current prices. However,
when adjusted for inflation, sales
remained essentially unchanged.
Forecasted Total US Retail Sales of
Athletic Shoes (at 2006 prices)
From 2005 to 2010, sales of athletic
shoes were predicted to increase 18% at
current prices. Again, when adjusted for
inflation, sales increases were negligible.
Mintel International Group.
Footwear Retailing, US, May 2006.
“Brooks
incorporates the
most advanced
running shoe
technologies and
has the kind of
quality that speaks
for itself. The shoes
not only protect
runner’s feet
but also run and
perform with him
or her.”
— Dr. Michele S. Colon,
Doctor of Podiatric
Medicine

encouraging people to reach their fitness goals. Some of
the most popular brands of competing performance shoes
are the previously mentioned Nike Free shoes released
in 2004; Reebok’s Easy Tone shoes, launched in 2009, as
well as Adidas A3 released in 2005. These technological
advances that now come with shoes have benefited retailers
by allowing them to upgrade their product selection as well
as increase the retail price of all “performance shoes.” The
price of athletic shoes has steadily increased since the year
2000. For instance, the average selling price of all athletic
shoes is a little over $100.00 a pair (Mintel, Athletic Shoes.
“Future and Forecast.” US, 2006).
The footwear retailing market is divided into four segments
based on the difference of retail price points, and the
medium of retailing. The first are discounted or “value-
priced” retailers, the second are medium to high-priced
retailers, the third are high-priced retailers, and the fourth
are direct retailers. Value-priced retailers, such as Walmart,
Target, and K-Mart account for 40% of footwear retailing in
the U.S., replicating the general retail trend where discount
stores account for the highest sales for most products from
2003-2005. Sales through medium to high-priced retailers
have grown the least, potentially due to the onset of the
current recession. The direct retailing channel has had the
most impressive growth during the period of 2003-2005.
Though this channel only accounted for 4% of dollar
sales in 2005, it seems as though it will become a major
channel of distribution. The growth in direct retailing is
driven primarily by the convenience to shop at home,
as well as free shipping and handling by some footwear
“e-tailers” such as zappos.com and eastbay.com. Women
are more likely than men to purchase footwear, and are
twice as likely as men to buy footwear through value-priced
retailers. In contrast, men are more likely to purchase
expensive athletic footwear through high-priced specialty
shoe distributors such as Foot Locker and Finish Line
(Mintel, Athletic Shoes. US, 2006).
Market Distribution
According to a Mintel survey, 50% of consumers from
western states wear sneakers for exercising and working out.
Individuals from the South followed closely behind with
45% who wear sneakers for working out, and 44% of people
from the Northeast that wear sneakers to work out. This
compares to the United States population as a whole, which
has a statistic of 44% of those who said they wear sneakers
for exercise. In terms of regions around the country that
are most concerned with exercising and athletics, the
Northeast and the West both have the greatest number
of people exercising around four or more times a week.
In addition, it is more common among this demographic
to enjoy running outside rather than in a fitness facility
or health club. Therefore, running and working out are
more common in the spring and summer months when
the weather is appropriate for outdoor activities. (Mintel,
Athletic Shoes. US, 2006).
“The largest
revenue source is
Famous Footwear,
which according
to the company is
the largest family
footwear chain
that sells branded
footwear at value
prices. The stores
carry a wide
selection of brands
in the category of
athletic, dress, and
casual footwear.”
— Mintel, Footwear
Retailing (US, 2005)
“Footwear has
more exciting
fashion changes;
the industry is
just now catching
up to consumer
demand for new
styles.”
— Marshal Cohen, Chief
Industry Analyst of the
NPD Group, Inc. &
Guest Professor at North
California State University,
School of Textiles

shoes was to “replace a worn out pair.”
While the industry seems to have a solid grasp of the
differences between the performance and lifestyle segments
of the sneaker-wearing population, manufacturers seem to
be adrift in understanding the differences between male
and female consumers. Male consumers have long been the
primary target for athletic shoe manufacturers—they buy
more sneakers and pay, on average, higher prices. As such,
the size of the male population will have an impact on this
market.
Although sales of men’s shoes make up the majority of
sales of athletic shoes, sales of women’s athletic shoes are
increasing, while sales of men’s shoes are on the decline
(on a value basis, due to a declining average price paid).
Overall, this finding suggests that women currently play
an important role in the athletic shoe market, both for
performance shoes and casual fashion sneakers. However,
the gender-neutral nature of exercise as a lifestyle creates
an (on average) equal demand for athletic shoes. (Mintel,
Athletic Shoes. US, 2006). n
Significant Trends
These are significant trends that companies and advertisers
should pay attention to when deciding what shoes to put
on the market, as well as who to market them to. Without
knowledge of these trends, it is easy to make the mistake of
marketing a product that will not last.
Because athletic shoes have such mass appeal and are worn
for a number of occasions, the market has been relatively
safeguarded from economic conditions that can impact
consumer spending on apparel and footwear. While the
market flattened in the downed economy in 2002-2003,
compared to other sectors in the apparel and footwear
industry, athletic shoes fared much better. In fact, from
2000-2005 sales of footwear grew by 19% in current prices
and by 6% after adjusting for inflation to reach $17.9
billion.
The demand for sneakers is largely driven by the fact that
Americans wear sneakers for general wear and comfort
on a regular basis. As noted in Market Drivers and The
Consumer, research shoes that 73% of respondents
say they wear athletic shoes regularly, even when not
participating in sports or exercise.
Frequent participation in sports and exercise causes athletic
shoes to wear out and need replacing. In fact, some 79% of
the respondents in Mintel’s consumer research stated that
the reason for the purchase of their last new pair of athletic
...sales of women’s
athletic shoes are
increasing, while
sales of men’s
shoes are on the
decline...
[ REALITY CHECK ]
...research shows
that 73% of
respondents
say they wear
athletic shoes
regularly,
even when not
participating in
sports or exercise.
[ REALITY CHECK ]

well as a line of shoes for children. Men’s shoes are offered
in sizes ranging from eight to 15, while women’s shoes are
offered from sizes one to 15. Additional variables for shoe
size include custom width, surface use, build, arch, and
pronation options.
When sold, Brooks running shoes are wrapped in one
piece of chlorine-free 100% post-consumer recycled tissue
paper. They are then packaged in an iconic blue 100%
post-consumer recycled paperboard box that is printed with
non-toxic water-based inks. These environmentally-friendly
improvements to shoe packaging (also including removing
silica packs, stuffing, and reducing package size) help set
Brooks apart from the competition and bring the brand
experience to the consumer.
Brooks product lines go beyond just running shoes. They
also have a wide variety of high performance running gear
including shirts, pants, coats, and more. However, Brooks
doesn’t have the same production capacity as other brands
such as Nike, which offers more apparel and shoes in all
major sports categories. Other competitors also have a
greater range of price points, both less and more expensive
than Brooks, appealing to lower and higher wealth
consumers. In addition, some brands such as Adidas and
Nike offer specific running shoe lines, creating selective
competition. Essentially, Brooks must look to the niche
serious runner market for its competitive advantage.
COMPETITIVE POSITION
The market for athletic shoes is essentially segmented into
the following styles based on use: running, basketball,
casual, cross-training, walking, hiking, and other.
Competitive concerns develop in each of these categories,
as well as through market dividers for gender and age
categories including shoes specifically for men, women,
and children. Each of these styles and category divisions are
dominated by current industry leaders such as Nike, Adidas,
and Saucony.
The Brooks Sports, Inc. Brand
As a current member of the shoe manufacturing and retail
industry that designs and markets high-performance
running shoes, Brooks Sports, Inc. is known for it’s quality
products related to running. In comparison to much of the
competition, Brooks is a specialty company that focuses
entirely on meeting avid runner’s specific needs. It develops
products with running in mind. The entire product line of
running shoes (as well as apparel and accessories) is devoted
and catered towards professional or casual runners looking
for the greatest running shoe technology and comfort.
Reaching The Consumer
Brooks running shoes are further divided into product lines
based on the following six categories of usage: neutral,
guidance, support, control, trail, and competition. Each of
these six categories offer men’s and women’s varieties, as
2
Above ↑
Brooks running shoes are
packaged and sold in a
distinctive, environmentally-
friendly box.
Brooks is a
specialty company
that focuses
entirely on
meeting avid
runner’s specific
needs.
[ REALITY CHECK ]

The Competition, Big and Small
Brooks’ competitive position is driven by several market
leaders that rank higher in consumer awareness and
purchasing habits. These competitors include:
Nike
Nike is the number one player in the shoe market,
consistently selling and advertising more product than any
other competitor.
New Balance
New Balance offers a broad selection of shoes and apparel
at a wide variety of price points. New Balance promotes
technology in their shoes as the most important element.
Adidas
Adidas shoe line spans all shoe types and sports including
running shoes, which it dominates in terms of quantity of
syles of shoes produced.
Asics
Asics shoes are on the more expensive side. However,
for the price, consumers are getting a shoe focused on
performance through technology.
Saucony
Saucony makes shoes for serious runners which are sold
at a higher price point. In addition, they also make casual
sneakers and cross training shoes. n
What are consumers buying?
When asked which brand of athletic shoes consumers had purchased in the last 12 months, the
majority of consumers said “Nike” or an “Other” brand of shoe that wasn’t listed. This goes to show
the variety of brands, and also how brands like Nike and New Balance still dominate the athletic shoe
market. As shown, 1% of respondents had purchased Brooks shoes in the past 12 months.
Other
(31%)
12 brands,
4% or less each
(30%)
Brooks
(1%)
Nike
(31%)
New Balance
(21%)
Reebok
(19%)
Adidas
(14%)
Skechers
(8%)
K Swiss
(6%)
Converse
(5%)
(Mintel, Athletic Shoes. US, 2006)

brand/product
comparison chart
Brooks Nike
New
Balance
Reebok Adidas Skechers Saucony Asics K Swiss Puma Fila Vans Converse
Price
Running Shoe (Or Similar) Price Range $60–$130 $32–$195 $54–$264 $39–$160 $49–$150 $38–$120 $55–$170 $55–$180 $75–$130 $55–$65 $58–$150 $42-85 $22–$200
Offers Additional Product Benefits
Offer Customized Shoes (“Shoe Designer”) × × × × × ×
Offer Apparel or Accessories Lines × × × × × × × × × × × ×
Online Store (E-Commerce Option) × × × × × × × × × × × ×
Offers Products Designed For Specific Uses
Jogging or Running (# of products) 41 101 89 120 234 150 59 41 75 45 8 N/A N/A
Casual Sneakers × × × × × × × × × × × ×
Exercise/Fitness or Walking × × × × × × × × × × ×
Cross-Training × × × × × × × × ×
Basketball × × × × ×
Tennis × × × × × ×
Soccer × × × × × ×
Other Sport/Outdoor × × × × × × × × × × × × ×
Positioning Strategy
Product has a technical/engineering advantage × × × × ×
Product is stylish × × × × × × ×
Product is for the serious runner × × × × × × ×
Product is a lifestyle brand × × × × ×

and 18% respectively. As expected, many athletic shoe
consumers purchase their products from big name
brands such as Nike, Reebok, New Balance, and Adidas.
In addition, we found that younger audiences enjoy
purchasing products from these brands because they are
“popular and fashionable.”
When asked how many athletic shoes each respondent
owned, the most common answer was two. Younger
audiences (18-30) own more athletic shoes than any
other age group, and they also typically buy more shoes
for specific sports (such as running or basketball). Once
consumers reach the age of 60, they start spending less
money on shoes to work out in, and more money on
casual sneakers. However, the age group of 35-54 year-
olds compete with younger audiences with purchases of
athletic shoes for working out (35-44: 45%, 45-54: 40%).
This audience is also more concerned with the technology
behind the shoe, and less with fashion (Mintel, Athletic
Shoes. US, 2006).
Discount stores and electronic shopping purchases have
been increasing since 2000, whereas department store
purchases are slowly decreasing. Although stores such as
Payless and Target have some of the highest sales in shoes,
all ages of consumers say they are willing to pay extra for
a quality shoe. As we mentioned before, the opinions of
quality differ, so we will adjust our campaign accordingly.
THE CONSUMER
Millions of people across the United States exercise and
play sports. However, we are targeting serious runners
who run or jog at least three or four days a week. Brooks
running shoes aren’t created to stand around in, they are
for dedicated athletes.
Size Of The Consumer Market
Simmons research suggests that of the four main Census
regions, the West holds the majority of the running
population. This data shows that almost a third of men
and women who run almost “every chance they get” live
in the West. The remaining three Census regions are not
far behind. The Midwest and South each hold 22% of the
running population, and the Northeast holds just under
18%. Although the West holds the highest percentages,
opportunities for marketing in every region are available.
Trends In Consumer Purchasing
According to Mintel, 61% of adults over the age of 18 have
purchased athletic shoes in the last twelve months. The
spread of where consumers most frequently make their
purchases is fairly even; discount stores (20%), department
stores (19%), and specialty athletic stores (17%).
Although the most frequently purchased athletic shoe
is “casual sneakers” with 38%, “exercise/walking” and
“jogging or running” are in second and third with 28%
3 “As the Baby
Boomer generation
ages, the demand
for walking/low-
impact athletic
shoes will increase.”
— Mintel, Athletic Shoes
(US, 2006)

Running every day can still be considered underachieving
to many of the hardcore athletes that fit into this category.
Multiple serious runners take part in specialized workout
and dieting programs to train for running events across
the world. Subscribing to magazines such as Runners World
is a must for these athletes. Stories from award winning
marathon runners such as Desiree Davila or Sabra Harvey
educate less experienced athletes on important running
habits and techniques like dieting and psychological
pointers (how to stay motivated, what music to listen to, or
what groups to become involved with).
Needless to say, many of these athletes live to run. They
compete in competitions across the country (and world),
they plan their social lives around their workouts, and
they live an insanely healthy lifestyle. Many hardcore
runners take part in running events when the competition
comes to their general area. However, there are also the
dedicated athletes who travel across the states for a good
run. Events such as the Flying Pig Marathon (Cincinnati),
Ogden Marathon (Utah), Fargo Marathon (North Dakota),
Steamtown Marathon (Pennsylvania), Portland Marathon
(Oregon), the Marine Corps Marathon (Washington D.C.),
and many more, are simply waiting to be checked off on
the calendars of many individuals living in the “runner’s
world.”
79% of the time, consumers purchase new athletic shoes
to replace a worn out pair. However, 10% of purchases are
dedicated to buying shoes with the “newest technology.”
This works well with our campaign because Brooks
focuses on the DNA behind the shoe, whereas many other
companies focus on style and fashion. The importance of
the overall comfort of athletic shoes increases as consumers
grow older, while the importance of brand and style
decreases.
The Runner’s World
Before developing multiple consumer profiles, we decided
to study the life of a runner. The science behind the
construction of Brooks running shoes isn’t developed
for casual wearers. This company’s footwear is created to
provide custom and personalized cushioning for serious
runners. So, who are these runners?
The runners world is much more complex than people
imagine. There are many people who enjoy running on
treadmills, possibly in their neighborhood after work, or
on a local track. However, the runners world also involves
athletes who run every day of their lives, no matter what.
These individuals live the “running life.” They consider
themselves as a group, almost a culture. There are books,
magazines, websites, and even smart phone applications
that revolve around the life of a runner. These media offer
tips, information, sales, and even user experiences.
Above ↑
Brooks sponsored marathon
runner Desiree Davila
recently became the
third fastest U.S. female
marathoner of all time at
the 2011 Boston Marathon.
The importance of
the overall comfort
of athletic shoes
increases as
consumers grow
older, while the
importance of
brand and style
decreases.
[ REALITY CHECK ]

Similarly, 65% of consumers who are physically active three
to five days a week purchase shoes for working out (i.e.
lifting weights, walking, or track work). “Routine runners”
are physically active and run or work out between three
and seven days a week.
Essentially, “routine runners” are Caucasian men and
women between the ages 35 and 54 who make over
$75,000 a year and have children in the household. They
work out on a regular basis and are willing to pay the extra
money for a good running shoe. (Mintel, Athletic Shoes.
“The Consumer.” US, 2006)
Sporty Spenders
This group consists of young adults between the ages of
25 to 34 year-olds. Data shows that 70% of this audience
have purchased athletic shoes in the last 12 months. Mintel
states that this age group has the highest purchasing rate
of running and jogging shoes. Similar to the “routine
runners,” 25 to 34 year-olds are willing to spend the money
on quality athletic shoes. However, they are influenced
by fashion and popularity as well as the science and
technology behind the shoe. Nike and Adidas fit well into
this age group because it is cohesive with their fashion and
popularity social statement. This age group also tends to
spend more money on shoes for specific sports, such as
running or basketball. Consumers in this category make
between $26,000 and $40,000 a year. Unlike the “routine
runners,” they do not have children. However, they
Consumer Profiles
From our research, we have developed the following three
consumer profiles to help segment the types of people
(both through demographics and psychographics) that
purchase running shoes.
Routine Runners
Based on our research, both men and women have similar
running shoe purchasing habits, women with 64%, and
men at 58%.The overall age of these “routine runners”
is between 35 and 54 years-old. These individuals have a
higher inclination to purchase well-constructed athletic
shoes because individuals with a higher income tend to
buy more running shoes. 23% of adults with an income
of $75,000 or more who have graduated college purchase
shoes for specific sports, such as running or cross-training.
Typically, Caucasians purchase a higher variety of brands,
whereas African-Americans, Asians, and Hispanics tend
to purchase big name brands such as Nike, Saucony, and
Adidas. “Routine runners” are considered to be parents with
children in the household (Mintel, Athletic Shoes. US, 2006).
These runners did not receive their “routine runner” profile
because they can spend money, they earned it by working
out on a regular basis. Research shows that the more
physically active the respondent, the more likely they are
to purchase shoes for working out and for running. 21%
of consumers who are physically active three to five days a
week, purchase shoes for specific marathons and triathlons.
Routine runners
are physically
active and run or
work out between
three and seven
days a week.
[ REALITY CHECK ]

athletic shoes for specific sports such as basketball or
running, and have the highest percentages for the most
shoes owned, 40% have three to five pairs (Mintel, Athletic
Shoes. “The Consumer.” US, 2006).
Not only do the “aspirational athletes” have the highest
purchasing rate for specific sport, with over 29%, they also
shop at specialty shoe stores more than any other age group
(Mintel, Athletic Shoes. “The Consumer.” US, 2006).
Essentially, these “aspirational athletes” are men and
women between the ages of 18 and 24 who have a lower
income but enjoy popular and trendy shoe products. They
buy shoes meant for specific sports, but workout less than
our primary target audience.
What Consumers Think
Research shows that 84% of consumers believe that it is
worth spending money on a pair of expensive athletic
shoes. The more physical activity consumers are involved
in, the more they will spend on a new pair of shoes.
Correlating with this information, the more physically
active consumers are, the more pairs of shoes they will
own.
In general, the majority of adults believe that gyms and
health clubs are too expensive. This research will work to
our advantage because our products are running shoes and
although many consumers probably work out on treadmills
still own multiple pairs of athletic shoes, leaving more
opportunity for “Buy one get one discounted” sales (Mintel,
Athletic Shoes. “The Consumer.” US, 2006).
Research shows that the “sporty spenders” have the highest
percentage for buying athletic shoes to work out in. 21% of
25 to 34 year-olds buy their athletic shoes in “Athletic Shoe
Specialty Stores” (Mintel, Athletic Shoes. “The Consumer.”
US, 2006).
Essentially, these “sporty spenders” are men and women
between the ages of 25 to 34 who make over $26,000 a
year and enjoy shoes that are somewhat popular, but at the
same time are technologically advanced. They work out on
a regular basis and buy shoes to work out in more than any
other age group.
Aspirational Athletes
This group includes young adults between the ages of
18 to 24 years old with the desire to work out and get in
shape. These young consumers are worried the most about
fashion, popularity, and the overall feeling of purchasing
athletic shoes. Although this audience has the lowest salary,
they still rank appearance and style as the most influential
factor while purchasing shoes. 10% of this age group buys
new athletic shoes for the sole purpose of having the
newest fashion. This target group has no children in the
household, but are the most concerned with receiving
approval from friends and family members. They purchase
“Those respondents
who report little
physical activity still
purchase sneakers
for exercise/
working out,
which probably
represents the
aspirational
shopper.”
— Mintel, Athletic Shoes (US,
2006)

What Influences Consumers To Purchase
Running Shoes?
According to Mintel, 80% of respondents agree that they
purchase athletic shoes for general wear and comfort. Age
is a factor when choosing brands and products. Studies
show that as the age of the consumer increases, the desire
for fashion and design decreases. This is also a potential
window for Brooks because our running shoes are built for
serious running, not for flash and looks.
In most cases, consumers are purchasing new athletic
shoes to replace an old or worn out pair. However, nearly
10% buy new shoes for the latest technology. We will take
advantage of this portion of consumers because our product
is thoroughly designed for comfort and quality.
Across the board, price had little impact on shoe purchases.
As we mentioned before, eight out of ten respondents agree
that spending money on a quality pair of shoes is worth
it. Surprisingly, consumers with lesser incomes were least
concerned with the price of athletic shoes. Although people
claim price is not a heavy issue while choosing new shoes,
discount retail stores have the highest purchasing rates. Our
campaign will need to convince people to shop online or in
specialty shoe stores.
Correlating with our primary audience, consumers with
children in the household spend more money on shoes
for specific sports. 27% of consumers with two or more
and tracks, running is a free activity. Weights, aerobic
machines, and even swimming pools all cost money.
However, to run, all consumers need is a well designed shoe
with advanced technology and an open road.
Research also shows that over 50% of adults are interested
in learning new workout routines. Our campaign could use
this data to our advantage by including information on
running events, programs, or even simple tips.
“Athletic shoes clearly are not just for athletes,
with nearly 80% of the sample saying that they
buy sneakers for general wear and comfort. When
combined, some 61% of respondents say that
they buy sneakers for exercise/working out or
for a specific sport like basketball or running. Still
some 19% say that they buy them for style
and appearance, although women are more
likely than men to acknowledge that this was a
motivation behind purchasing sneakers.”
— (Mintel, Athletic Shoes. “The Consumer.” US, 2006)

children in the household agreed that they purchased their
shoes for activities such as running or basketball. These
buyers may be taking part in sports because their children
are involved, or simply to take time away from their hectic,
upbeat lives. Either way, parents typically spend more money
on athletic shoes than households with no children.
As mentioned before, reasons of purchase between genders is
minimal. A slightly higher number of men purchase shoes for
specific sports, whereas a slightly higher number of women
purchase shoes for working out. Both categories of reason fit
well with our product. n
“Why do you purchase sneakers?”
Year All 18-24 25-34 35-44 45-54 55-64 65+
For general wear/comfort 79% 77% 80% 83% 84% 81% 67%
For exercise/working out 44% 51% 56% 45% 40% 41% 34%
For fashion/appearance of shoes 19% 34% 31% 19% 15% 11% 3%
For certain sports, such as
basketball or running
17% 27% 23% 16% 15% 12% 8%
I never purchase sneakers 7% 4% 3% 4% 4% 8% 18%
Other 3% 4% 3% 3% 3% 2% 3%
Base: 2,066 adults aged 18 and older | (Source: Mintel/Datascension/Harris Poll Online)
“Thinking of the last time you purchased a new pair of athletic shoes for yourself, was it?”
Year All 18-24 25-34 35-44 45-54 55-64 65+
To replace a worn out pair 79% 75% 78% 79% 78% 81% 83%
To get a shoe with better
performance/technology
9% 6% 8% 9% 12% 9% 10%
To get the newest look or style 6% 12% 10% 7% 3% 3% 1%
Other 6% 7% 4% 5% 7% 7% 5%
Base: 1,929 adults aged 18 and older who buy sneakers | (Source: Mintel/Datascension/Harris Poll Online)
“Most important criteria in deciding which sneakers to purchase, by age”
Year All 18-24 25-34 35-44 45-54 55-64 65+
Comfort 64% 51% 63% 60% 68% 73% 74%
Price 19% 16% 17% 23% 22% 16% 17%
Performance 7% 8% 7% 8% 6% 6% 6%
Style 6% 20% 9% 5% 3% 3% 1%
Brand 3% 4% 4% 3% 2% 2% 2%
Other 1% 0% 1% 1% 1% 0% 1%
Base: 1,929 adults aged 18 and older who buy sneakers | (Source: Mintel/Datascension/Harris Poll Online)
← Other Page
Research from Mintel
highlights important
factors that consumers take
into consideration when
purchasing athletic shoes.

Primary Research
Findings
Primary research interviews were administered in Spokane,
WA before a 5K Community Fun Run to runners between
35-54. There were 40 respondents interviewed before the
race began. There were 11 questions total. Five focused
on respondents running behavior and shoe opinions, one
question on media usage, and two questions concerning
shoe features.
Respondents were more than happy to provide details on
their reasons for running, their favorite memories while
running, and their weekly running frequency. Brand choice
and reasons for choosing said brand, media influences on
purchasing, and important features runners were looking
for in their shoes were highlights from interviewed runners.
While runners were being interviewed, we had participants
fill out a perceptual map based on their opinions of the
quality and functionality of Brooks running shoes. Most
participants agreed that Brooks shoes were of high quality
and were more functional than stylish. These findings
coincided with interview questions designed to understand
if consumers were more interested in the shoes because
of their looks or their use. When asked about where they
had seen Brooks advertisements, magazine was the only
medium reported.
“I run to stay in
shape and to
hang out with
my kids. It gives
me alone time
and I always feel
better afterwards.”
Most participants
agreed that Brooks
shoes were of high
quality and were
more functional
than stylish.
[ REALITY CHECK ]
Spokane, WA
Community Fun Run
April 16, 2011

Overall, we found that
• The Brooks brand name reminds consumers of a
functional and high quality running shoe.
• Participants typically decide to buy running shoes after
researching and walking around in the store.
• Technology, comfort and support are the most sought
after features when looking for a new pair of running
shoes.
• Runners would feel comfortable paying over $100 for a
new pair of running shoes, with the second highest rate
being around the $75 range.
• Respondents ran at least three to four times a week
and owned multiple pairs of running shoes that were
switched between runs.
• Word of mouth and in-store displays have a strong
influence over runners shoe choices. n
High Quality
Low Quality
StylishFunctional
Tell me your thoughts on Brooks running
shoes. Are they high quality or low quality?
More functional or more stylish?
“
”
Perceptual Map based on 24 responses collected
April 16, 2011 in Spokane, Washington.
Stephanie, age 54
“I run because I feel great afterwards, not only about the exercise, but I feel good about
myself. I did a half marathon with my daughter and we bonded over challenging ourselves.”
Rick, age 51
“I wear Brooks because they are great for keeping my balance and helping me run my best.
I have been running my entire life so I know the benefits that come with Brooks running
shoes.”
Roxy, age 44
“I have been running for 20 years and it has completely changed my life. I used to be a
smoker and a drinker but running has helped me overcome those issues, and even helped
me find my husband at a fun run.”
Above ↑
Responses to interview
questions and survey sheets
from three participants.
See Appendix
Item A for
interview question
sheets
[ TIP ]

DISTRIBUTION
Getting Products To The Customer
Retail channels purchase shoes from the manufacturer
at wholesale, or 60% of the product’s total cost. Athletic
shoe sales take place in thousands of locations as shown
in the chart below of mass merchandisers. These include
department stores, running shoe stores, chain sporting
good stores, family footwear, outlet shopping centers, and
independent stores. The chart below displays the top selling
retailers in the athletic shoe business, athletic specialty shoe
stores coming in with the majority at 24%.
To distribute athletic shoes, Brooks has a two to four step
process. The process involves Brooks passing down the
shoe to the manufacturer who then passes it onto the
4
24%
18%
15%
14%
12%
9%
8%
Athletic Shoe Specialty Stores
Department Stores
Discount Stores
Sporting Goods Stores
Family Footwear Stores
Other Stores
Outlet/Company Stores
Where are athletic shoes sold?
retailers. The second option is a four step process. Brooks
gives the shoe make-up to the manufacturer. From here the
manufacturer develops the shoe and a buyer comes through
the shop and chooses specific lines. From here the buyer
distributes Brooks to the retailer.
Buying Patterns
Manufacturers assume a large part of the risk that retailers
normally deal with due to the fact that discounts, rebates,
and buy-backs are frequent with athletic shoes. The
responses remained consistent with Mintel research as
retailers stated top competitors such as Nike, Adidas, and
Asics, to name a few, as consistent leading movers in the
athletic running shoe segment. Running shoes are seasonal
in some places in the nation, but high frequent runners
are constantly in the market due to their old shoes needing
replacement.
Retail Channels
Manufacturers have had to force themselves to sell shoes
in every venue to avoid missing a sale. Specialty stores are
the leading distribution channel since they focus on higher
average prices and fewer promotions. According to Mintel,
department stores are the second leading retailer in 2005
with 18% of estimated sales. Third is sporting goods stores
who usually focus on specific shoes with a higher inventory
“Finish Line is one
of the largest mall-
based retailers of
sports footwear
and follows the
“collection and
selection” strategy,
and lures the
customer through
in-store signage
and displays.”

Distributor Trends
The three top specialty store channels include The Finish
Line, The Athlete’s Foot, and Foot Locker. In 2004 Foot
Locker outbid The Finish Line to obtain 350 Footaction
stores, this led the retailer owning more than 3,000 stores.
This caused both companies to start allocating money into
new promotional environments.
Department stores have had a difficult time selling
athletic shoes because they have not acquired the same
relationships with vendors as specialty athletic shoe stores.
Also, they have not built up the same type of customer
loyalty.
Sporting good stores are highly fragmented and still very
competitive. Sports Authority is the only national retailer.
All other sporting good stores are regional. ver the last five
years they have suffered declining sales and are having
difficulty selling logo merchandise. n
ADVERTISING HISTORY
A look into the advertising history of footwear brands and
related industries is a crucial element in the development
process of new marketing strategies. By analyzing factors
such as including industry expenditures, competitor
campaign messages, popular advertising tactics, and
mediums, valuable insight will be gained regarding industry
shifts in methods of reaching out to consumers. This
analysis will aid the development of a firm plan of action to
expand the Brooks market share and ward off any potential
threats to the company.
What is Brooks Doing?
Brooks spends much less on advertising than its
competitors coming in at $6.8 million for its men’s and
women’s sneakers in 2009. This is a moderate amount
for total advertising; however, this expenditure was for
magazine alone. Brooks does not advertise in TV, radio,
newspaper, or outdoor (AD$ Summary, 2009). Brooks’
advertising is also highly concentrated in sponsorships.
According to Mintel, it sponsored Michigan High School
Indoor State Championships years ago, and today, it
continues to highlight high school runners and coaches
in addition to college runners in its list of 23 track
sponsorships on its website. Additionally, Brooks is
sponsoring several running events across the country from
Seafair Torchlight Run in Seattle to the Akron Marathon
in Ohio and several others across the country. These
5
Below ↓
Brooks current
advertisements feature
characters like the “Native
American Scientist.”
“Respondents who
get moderate
levels (3-5 days a
week) of physical
activity are the
least likely of the
groups to shop in
discount channels
and are somewhat
more likely to shop
in sporting goods
stores.”
— Mintel, Athletic Shoes
(US, 2006)

sponsorships position Brooks as a serious runner’s shoe
company, however its media campaign does not.
As a result of the size of their advertising budget, Brooks is
relying on the Internet to spread the word of its advanced
shoe technology. This is great in concept, however, their
campaign is inconsistent in its message and media. Their
current tag line is “Run Happy.” This theme is spread
through several commercials including an animated feature
with a man running through life, a Russian spy stealing
technology secrets from a Native American scientist, two
comedians telling running jokes, and more. It is an odd
series of commercials, that while very creative, are also very
confusing. In addition, Brooks is using the tag line “the
perfect ride in every stride” in much of its other media
which also adds to the inconsistency in the message.
Footwear Market Leaders
According to the 2009 AD$ Summary report, in that
year the footwear industry expended $103,764,701,600.
on advertising. The top advertising spenders within the
footwear market include Nike, Adidas, New Balance,
Skechers, and Asics. The companies Reebok, Saucony, and
Brooks were also listed as big spenders but only product
by product in the AD$ Summary. According to Mintel, the
current trend in advertising messages from this industry is
currently focused on branding running as something more
than just fitness. It’s about the pursuit of perfection, the
release of burdens and stress, and pure emotion. In essence,
running is not just physical. It is mental. It is emotional. A
common trend noted by Mintel is also the heavy reliance
on famous sports figures and sports sponsorships to sell the
brand as a truly athletic product. This trend was seen in the
past and continues to this day (Mintel, Athletic Shoes. US,
2006).
Nike
Nike is the top dog of athletic companies when it comes to
advertising. In 2009, the company spent $100,854,900 on
all traditional advertising mediums including magazine,
newspaper, television, and radio (AD$ Summary, 2009). In
the advertising space, Nike has partnered with some of the
greatest athletes such as Michael Jordan and LeBron James
to showcase their shoes. This practice of using famous
athletes has been a consistent trend with Nike in many of
their shoe categories. For their running shoes, however,
the message is different. With tag lines such as “Nike Free,”
“Run Free,” “Free Yourself,” and “Destroy Yesterday,” the
message can be confusing. However, their website puts a
focus on the feel and technique of running, showcasing
runners just talking about why they use the Nike Free
running shoe. It is much more focused on the benefits
of the product than abstract running metaphors (Mintel,
Athletic Shoes. US, 2006).
Below ↓
Nike advertisements feature
bold statements and athlete
endorsements to promote
new products and the
overall brand personality....the current
trend in
advertising
messages from this
industry is currently
focused on
branding running
as something
more than just
fitness.
[ REALITY CHECK ]

Adidas
Having spent over $60,000,000 on advertising in 2009
(AD$ Summary, 2009), Adidas represents one of the top
spenders in the footwear category. According to Mintel,
its efforts in advertising in the past have been focused on
athletic sports sponsorships. Adidas provided the gear to
staff and officials of the Beijing Olympics including the
Chinese Olympic team. Since 1970, Adidas has been the
primary sponsor of FIFA series, providing gear for the staff,
referees, and licensing the rights for FIFA advertising. In
addition, it also sponsors the New York Yankees with gear
as well as many of the top baseball teams in the NCAA. This
sponsorship focus is no different today. In fact, according
to Mintel, Adidas will be sponsoring the Yankees through
2013, and their strategy of advertising their athletic shoes
with athletic stars shows in their latest campaign. The latest
campaign showcases sports stars such as David Beckham
and Derrick Rose being athletic in their Adidas gear with a
focus on not the gear, but the action occurring around the
gear. However, even non-sports star Katy Perry got in on the
action. The campaign touts that these athletes, celebrities,
and Adidas are “all in” (Mintel, Footwear Retailing. US,
2006).
Asics
In 2006, Asics ran a campaign targeting core runners, near
core runners, and non-runners who are fitness enthusiasts.
The tag line was “I’ll keep running,” and the campaign
spread across several mediums including print, outdoor,
Internet, and point of purchase (POP). According to
Mintel, over the course of 2005 media spending for Asics
was supposed to increase by 30 percent. They ended up
spending $12,000,000. In 2009, Asics spent $20,580,700
on their advertising, a notable increase in spending (AD$
Summary, 2009).
In their new campaign, Asics’ tag line is “Sound mind,
Sound body.” The focus of their ads is on the experience
of running and what it does for one’s mind. One of the
ads states that “running releases more than just sweat.” As
you can see in the video, as several individuals take their
run, words such as doubt, fear, and worry begin falling
off of them, showcasing running as almost a therapeutic
treatment.
Saucony
“We know because we run” is the tag line for Saucony’s
current campaign that is a continuation of the same
campaign since 2008. The AD$ Summary for 2009 lists
Saucony as a low spender in the ad market with $287,000,
$620,000, and $382,000 spent on magazine advertising for
its men and women’s sneakers, ProGrid 2, and Hurricane 11
series’, in that order.
Saucony is a running shoe brand that promotes its low heel
and minimal cushioning system for its shoes. Currently,
it is a Stride Rite brand. Stride Rite, according to Adweek,
spent a mere $2,000,000 on advertising for all of its brands
Below ↓
Saucony ads feature various
products aligned with the
theme “We know because
we run.”
Below ↓
Action sequences and
montages are the core of
Asics advertisements.
Above ↑
Adidas advertisements
feature current events and
popular athletes.

including Saucony, Stride Rite and Keds. In 2008, Saucony
sponsored the Runnersworld.com email newsletter and
website features. In addition, according Saucony’s brand
history web page, the brand is yet another in a list of shoe
brands that heavily relies on sponsorships of running
events and endorsements of sports stars. In this case,
Saucony has endorsed figures including U.S. olympian
Lauryn Williams, triathlete Jarrod Shoemaker, olympic
sprinter Wallace Spearman, Jr., and more. Additionally,
it was the official sponsor of both the 2009 Foot Locker
Cross Country Championships and the Seattle Marathon.
Through these sponsorships, Saucony is selling themselves
as a “global leader in performance running” through its
focus and quality.
New Balance
New Balance, according to Mintel, is expanding it’s
reach to a younger audience. To do so, around 2004, it
started bringing its product to some 3,000 high schools
by providing the schools gear through team dealers. In
addition, New Balance has taken the road less traveled so to
speak with its older advertising. Back in 2006, the company
took an approach that highlighted what sports were really
about. The brand asked consumers why they did sports. Is
it for love or money? According to Mintel, this campaign
coincided with New Balance’s “long standing philosophy
to reject high-priced endorsers.” The campaign was about
athletes who love sports for the joy it brings them.
Additionally, New Balance has marketed itself through
various sponsorships including: the Chicago Marathon,
the Susan G. Komen Race for the Cure series, the Olympic
pentathlon, and Major League Lacrosse. The company also
signed a deal with ExerciseTV to be the exclusive athletic
apparel and footwear sponsor.
In 2009 the company spent $12,582,900 in advertising
on all major media, and today it is marketing itself with
a new concept centered on making excellence happen.
New Balance is calling out for people to realize that they
do not have to settle for less because there is always more
opportunity for excellence to be made and for people to
better themselves (AD$ Summary, 2009).
Reebok
A subsidiary of Adidas, Reebok, has in its past advertising
history been attempting to reach out to a youthful
demographic. It started the advertising trend that mixes
music with fashion and sports, a now popular advertising
strategy to reach youth. Some of their previous campaigns
included the “Sound ‘N Rhythm of Sports” which brought
together rapper Jadakiss and basketball star Allen Iverson
to perform a rapping, basketball playing performance
in its launch advertisement. This campaign focused on
both advertising in traditional ways to make the brand
appear like a big player and also meet consumers in their
local atmosphere to show them the brand respects them,
according to Mintel. This is, as Reebok calls it, the “E-R”
strategy, standing for “expected” and “respected.” As part
Below ↓
New Balance
advertisements feature
scenes of people taking
part in sports that they truly
love.
“Footwear
advertising has
primarily been
dominated
by celebrity
endorsement by
athletes, typified by
the long-standing
alliance between
Nike and Michael
Jordan, since the
athlete first signed
with the company
in 1984.”

of the initiative, Reebok displayed its shoes in over 1,000
music retailers and held music contests as an additional
way to connect with the lifestyles of consumers. An
interesting part about these deals with the musicians was
that Reebok allowed them to wear competing brands during
their endorsements. This was done so consumers would not
feel that the musician had sold out, thereby giving Reebok
a higher brand credibility. Another event noted by Mintel
that Reebok has held was the 2005 Reebok Grand Prix track
and field meet in New York, which capitalized on presence
of big name athletes (Mintel, Footwear Retailing. US, 2006).
In 2009, Reebok spent an average of around $350,000-
400,000 on advertising each of its shoe models (AD$
Summary, 2009). Currently, Reebok is touting its
new ZigTech shoe technology in a series of animated
commercials demonstrating the shoe’s technology
to cushion running and propel one forward. In the
commercials, John Wall and Peyton Manning are running
drills for their sports while wearing the ZigTech shoes. The
demonstration shows how the technology lives up to its tag
line that conveys how the shoes give one “More Energy.” It
is also evident that Reebok continues to follow the athletic
shoe trend in advertising with sports stars leading the sales.
However, for their series of EasyTone shoes, Reebok spent
$21,907,600 on advertising in various mediums including
magazine and television back in 2009 (AD$ Summary,
2009), but according to Advertising Age, in 2010, Reebok
set aside $31,000,000 for its EasyTone line (Zmuda, 2011).
The current campaign includes an endorsement from
Eva Mendez and a group of seven women from different
countries called the Reetoners, who are big fans of the
toning shoes. In the Advertising Age article, “Reebok Boosts
Spending Behind EasyTone”, ZigTech, Richard Prenderville,
VP-global brand marketing at Reebok, said regarding
their campaign that “all the other brands take more of a
blood, sweat and tears approach. We think fun is more of a
sustaining motivational factor. Having fun staying in shape
is our strategic territory” (Zmuda, 2011). n
Above ↑
Reebok advertisements for
Shape Ups shoes show the
legs of women runners and
walkers in various locations,
highlighting the product
benefit of “shaping up”
legs.

Advertising Dollars Spent in 2009 (in Total, by Product, or by Media) In (000) Dollars
Brand
Product
TotalAdDollars
ProductAdDollars
Magazine
Newspaper
Natl.Newspaper
Outdoor
NetworkTV
SpotTV
Syndication
CableTV
Natl.SpotRadio
Brooks
Sneakers
(M/W)
685.2 685.2
Nike All 100,854.90
Saucony
Sneakers
(M/W)
287.8 287.8
ProGrid Guide
2
520.9 520.9
ProGrid Hur-
ricane 11
362.9 362.9
ProGrid Ride
(W)
291 291
ProGrid Ride 2
(M)
484.9 484.9
Reebok
Sneakers
(M)
304.4 245.1 38.7 20.6
EasyTone
(W)
21907.6 8967 4725.7 48.9 2736.6 5429.4
SmoothFit
(M)
306.2 306.2
Adidas All 64493.3 35028 1245.4 15.6 763.4 15158.9 118.7 2736.6 8645.9 780.6
Skechers All 71924.9 31558.6 92 2548.6 4031.5 5004.2 7413 21137.4 139.6
Asics All 20580.7 14529.3 1.5 228.7 75 99.4 5646.8
New
Balance
All 12582.9 3426.3 3167.7 142.9 152 1117.6 625.9 3883.9 66.6
(PIB and Kantar Media. Ad$ Summary Multimedia Service.
Magazine Publishers of America Inc, January to December 2009.)
competing athletic shoe brand
advertising dollars spent in 2009
SALES PROMOTION
Sales promotions allow for brands to give their customers a
hands-on experience to help them remember the product
and engage personally with the brand.
What is Brooks Doing?
Brooks has a different style than most companies by mixing
animation with real time advertising to target consumers
of all ages. Through the Facebook page, Brooks consumers
can join the Brooks Running Club for chances to share
experiences, connect with fellow runners, inspire people,
and win prizes from the company. Brooks relies on many
sporting and running events to get their brand out in the
public. They are currently a leading sponsor of the Rock
N’ Roll Marathon that appears all around the country. By
becoming a Facebook fan, users can enter into a drawing
to get a VIP port-a-potty pass in order to skip the line at a
running event that Brooks sponsors, such as the Rock N’
Roll Marathon. Brooks is also promoting their “Cavalcade
of Curiosities Run Happy Tour” where a double-decker
bus has been decorated with Brooks animations and
logos; touring around the country interacting with fans of
Brooks. Through Facebook, fans can also sign up for the
e-newsletter to be entered to win free Brooks shoes.
The website is also full of current sales promotions. Users
can enter their high school coaches for a chance to be
recognized for their efforts in their high school sports
6
Below ↓
Brooks “Cavalcade of
Curiosities” tour features an
interactive circus theme and
wildly-painted tour bus.

programs. With this high school promotion, Brooks also
sponsors a PR Invitational event for track and field runners.
The new 2012 collection will be named after the fastest
runners at this high school event. Brooks is sponsoring
many marathons in the near future all over the country in
states such as Washington, Minnesota, and Virginia.
With the website also comes the common promotions of
signing up for the e-mail newsletter and web only coupons.
Customers can also be “testers” for Brooks shoes and
apparel to ensure that they will like the product before
they actually spend money on it. This also goes with a
promotion they are doing with a new shoe called the
Trance 10, as buyers will have 90 days to return them for
a money back guarantee if they are not fully satisfied with
the product.
Nike
Nike’s website is a crucial way for their consumers to learn
about Nike’s current sales promotions and events. Social
media is also a very important tactic to promote Nike and
it’s products. For instance, the company has created iPhone
applications and an interactive Facebook page to ensure
that their consumers see the brand as a relevant part of
their lives. When visiting the Facebook page, a consumer
is able to “like” the Nike Facebook page to receive daily
motivation for long-distance runs or hard workouts. Other
promotions that are currently being advertised on the
Facebook page are mapping and tracking runs, syncing runs
with iTunes songs and creating a shoe design on NikeID. A
brand new promotion that Nike has recently started is to
allow its college fans to perform a “Campus Roar” for their
university to promote NCAA’s March Madness. Fans can
say inspirational words or quotes about their Alma Mater;
the more people that talk about a certain school, the higher
its rankings will become. As of today, San Diego State
University is ranked #1 on the Nike website.
Nike’s own website features many sales promotions. The
first noticeable promotion that a visitor sees is the option to
become a member on Nike.com. By doing this, customers
will receive free shipping on orders of $100 or more
(excluding shoes and apparel made on NikeID). A consumer
can also sign up for e-mail newsletters and learn about the
different applications Nike offers for smartphones allowing
them to receive even more discounts on merchandise.
Smartphone applications are the most interactive part
of Nike’s current sales promotion. There are many
applications, but one specifically is called “Tag, you’re
it.” A user can add their friends on the application and
interact with them while also learning about the runs. It
is described as a game of tag. The person in the group that
runs the shortest time or distance is “it”. That person then
needs to run longer in order to “tag” someone else.
Adidas
Adidas relies mainly on their Facebook page to advertise
Below ↓
The Nike+ app offers users
daily notifications for runs,
workouts, and interactivity
with social media pages.

sales promotions for their many products. All of the
promotions described on the Facebook page are also
explained in more detail on Adidas.com, however the
Facebook site is how they draw major consumer traffic.
Although Adidas does not use as many sales promotion
tactics as other competitors, the ones that they do use are
very interactive for their customers.
For instance, on the home page, a promotion allows
consumers to upload their “game face” for a chance
to appear on or during the MTV movie awards. Other
promotions include chatting live with professional athletes
that are sponsored by Adidas, some of which include Reggie
Bush and Andy Murray. This promotion is also found in the
application store on smartphones. Along with a Facebook
page, Adidas also sponsors many sporting events, all of
which are held outside the United States, presumably
because they are a German based company.
Asics
Asics utilizes both Facebook and their specific website
to promote their products. Similar to other applications
described, Asics has a promotion on their Facebook page
that allows fans to add favorite running routes in order to
interact with other fellow runners on the page. The catch to
this is that a consumer has to “like” the Facebook page in
order to interact with it’s features. This is also true for Asics’
smartphone application.
Unlike other competitors of sports shoes and apparel,
Asics focuses much of their sales promotion dollars on
sponsoring sports-related events while also encouraging
athletes to participate in these events by sponsoring
them as well. The events scheduled in the near future
for Asics are all running related and are spread out across
the country in the states of California, New York, Iowa,
Ohio, and Kentucky. After a consumer participates in
these events, they can upload a video of themselves to the
website so other users can interact with it.
Saucony
It is very clear by Saucony’s website and Facebook page that
they are aiming towards a younger demographic of athletic
runners with their current sales promotion tactics. The first
thing a consumer can do when visiting Saucony’s Facebook
page is to receive 10% off their next purchase when “liking”
their favorite color of shoes presented on the homepage.
Saucony also uses Flickr and a blog to interact with their
Facebook page; customers can share their own Saucony
shoes with the Facebook world by adding pictures of them
to these respective sites. Social media is a crucial part of
executing Saucony’s sales promotions and making them
successful for their company.
The website, unlike other competitors, has different sales
promotions than what are seen on the Facebook page.
Currently, Saucony has a new line that is called “The
College Collection.” Customers can choose their school
Below ↓
Saucony’s “College
Collection” series of shoes
allows consumers to
purchase shoes designed in
their school’s colors.
Above ↑
Adidas ads currently feature
star athlete Reggie Moore,
and allow consumers to
connect with him and
other stars personally
through their social media
pages and smartphone
application.

colors and Saucony will make a shoe to allow that person to
show their school pride while also staying fit and healthy.
All customers receive free shipping on orders of $75 or
more through the website.
Puma
Puma has a special way of reaching a younger demographic
by creating a line of shoes and clothes for the after hours
party. When a customer signs up for “the social club”
through Puma’s Facebook page, they can receive special
offers on these “members only” shoes and clothing items.
Also through Facebook, Puma utilizes status updates to
promote special deals they are currently offering their
Facebook fans. Currently, consumers of the brand and
users of the page can receive 50% off all Puma bicycles.
This promotes their new style of advertising that shows
the company is trying to be a positive contributor to the
environment. Along with this is the fact that Puma is also
taking humanitarian steps for the community as they have
donated almost 2 million Euro to Japan in hopes to help in
the tsunami and earthquake repair. Like Adidas, Puma also
sponsors many athletic events, all of which are outside the
United States.
An interesting promotion that is happening right now for
Puma is a separate Facebook page called “Puma King.” It is
a chance for soccer players to choose a shoe and create a
profile picture for it. A user can then submit this picture to
the “Puma King” Facebook page showing their creativity.
Reebok
Reebok is setting themselves apart by using celebrities in
their campaigns that are not directly associated with sports.
Swizz Beatz is a famous rapper and producer and partners
with Reebok to encourage consumers to buy Reebok
products. Reebok does not rely on sales promotions to
motivate consumers to buy their products, but spends more
money in media and advertising budgets.
On the website, users can customize their own Reebok
shoes and also sign up for an e-mail newsletter to get
updates and coupons for their favorite products.
New Balance
New Balance does not utilize their Facebook as much
as other companies to promote current products. The
company mainly uses this social media outlet to allow
customers to shop New Balance products which leads them
directly to the website. The company also uses YouTube to
allow their consumers to interact with each other and their
products.
The website, however, has many sales promotions that are
currently being advertised. New Balance sponsors a huge
running event called the New Balance Indoor Nationals.
This allows their customers to interact with the brand on
a more personal level instead of only using social media
for their information. Recently, New Balance has partnered
with the clothing and accessories company J. Crew in order
Below ↓
An exclusive and trendy line
of New Balance shoes can
now be found at high-end
fashion retailer J. Crew.
Below ↓
Members only clothing
products such as the “After
Hours Party” line offer
exclusivity to fans of Puma’s
Facebook page.

to create a shoe line that is more trendy than what they
currently have available.
Similar to other sporting goods and apparel companies,
New Balance sponsors many athletes and teams and is also
very involved in the community, as revealed in a recent
press release where the company stated that they have
donated $7 million to Children’s Hospital in Boston.
Skechers
Skechers has many sales promotions available for customers
to interact with on their Facebook page as well as their
current website. On Facebook, users can “like” the page
and a present will show up. By clicking on the present, a
customer will receive a special gift such as discounts, or
coupons for a discount off their next order through Reebok.
com. Just by clicking “like” on the Facebook page, any user
can receive at least 10% off of their next purchase by using
a coupon code specifically for users of the Facebook page.
Skechers also uses celebrities that are not associated with
sports as they are currently using Kris and Kim Kardashian
to promote their shoes called Shape-Ups. Skechers has a
campaign running right now called “Break Up 2 Shape Up”
where a consumer “breaks up” with an unhealthy habit
for a chance to win either a $500 Skechers shopping spree,
a workout with Kim Kardashian or a free pair of Skechers.
Not only do the Kardashian’s help persuade this promotion,
they have also designed their own Skechers line called The
“Kardashian Collection” for consumers to buy products
from.
The website does a nice job of promoting smartphone
applications that are currently available for the Skechers
brand. The most popular application Skechers has allows
users to track, map, or share their workout with other
application users.
Keds
Keds offers an everyday tennis shoe for consumers. The
company is currently targeting a younger demographic
through their Facebook page and website. On Facebook,
Keds is promoting a tour they are doing throughout major
cities and college campuses across the country to promote
their brand. At this tour, people can meet the artists in their
print campaigns as well as designers of certain shoes in the
current line. A fan has the chance to win $1,000 along with
a $5,000 donation to a charity of their choice by designing
their own shoe inspired by their city or college.
The website is not as interactive for customers, but does
allow special discounts for current products. By signing
up for the e-mail newsletters, a user is put into a drawing
to win a $250 Keds shopping spree. A customer can also
receive free shipping after buying two pairs of Keds tennis
shoes. n
Below ↓
User designed shoes
inspired by cities or colleges
offer expression for Keds
wearers, and are part of an
contest run through Keds
social media pages.
Below ↓
Sketcher’s offers a line of
shoes designed by the
famous Kardashian family
called the “Kardashian
Collection.”

PROBLEM: MEET SOLUTION
To drive the creation of a media plan and creative pieces, we’ve summed up the following
marketing challenges and strategies for the Brooks brand to consider.
What we know is wrong
• Brooks’ current creative positioning strategy doesn’t match the USP or emphasize science
behind the shoe.
• The current advertising strategy is unorganized and patchy. Brooks is not reaching the right
audience through the right media.
• Too much emphasis is placed on magazine advertising, and not enough on sales promotions
or other media that may be more effective.
• Few retailers and even less sales associates sell and understand the product with confidence.
What we can do to help
• Develop a refined campaign concept that will resonate with the recommended target
audience and truly sell the product from a USP standpoint.
• Expand current media strategies to include new and diverse media that go beyond
traditional magazine advertising or television commercials.
• Increase in-store displays and product testing to emphasize the technology and science
behind the shoe. With more product trial and a more engaging experience at the point of
purchase, consumers will better understand the benefits of Brooks shoes.
• Increase brand presence at trade shows and events including product trial to aid in the
experience that is needed when buying a high-quality shoe for serious runners.
• Develop sales associate training events and workshops, as well as trade materials that
highlight product benefits and will aid in retail marketing strategies.
7
Other Page →
S.W.O.T. Analysis of the
current Brooks Sports,
Inc. brand and products
Strengths
• Technology and science behind the
shoe
• Brand loyal customer base
• Niche market in the Northwest region
• Sales promotions focused on
sponsoring running events which
reach target audience
• Variety of product lines/styles
Opportunities
• Expand into diverse media and
interactive advertising experiences
• West coast runner market, brand roots
• Increased interest in healthy lifestyles
• Lifestyle runners are willing to spend
the money on quality shoes
Weaknesses
• Unorganized/weak advertising strategy
that does not align with product USP
• Unclear brand personality
• Limited advertising budget/media mix
• Small distribution channel
• Low brand share in niche market
category
Threats
• Industry leaders controlling the market
such as Nike and New Balance
• Running as a fad possibly declining
• Potential new products for running
• Rising cost of production and
materials, a global marketplace

In order to carry out an effective campaign, six key
objectives have been established. Extensive research has
been integrated within each objective providing a specially
designed campaign recommendation for Brooks Sports, Inc.
listed below.
2. campaign objectives
1. Launch a national/spot campaign September 1, 2011
2. Target core runners, men and women ages 35-54, further
demographics broken down in the next section
3. Advertise product via magazine, out of home, internet, and
sponsorship advertising
4. Achieve a maximum level of Gross Rating Points (GRPs) by
the final phase of our campaign
5. Maintain a consistent, refreshing theme that reinforces the
Brooks brand and resonates directly with the target audience
6. Execute within a budget not to exceed $5,700,000
THE PLAN
1. Launch Campaign September 1, 2011
The Brooks brand awareness campaign will begin
September 1, 2011. This will allow for adequate time to
purchase media, produce advertisements, and finalize
campaign details before launch. Additionally, it will allow
us to capitalize on the various running events that will
begin taking place shortly thereafter and through fall and
into the next year.
2. Target core runners, men and women
ages 35-54
Brooks sells both men’s and women’s running shoes;
Mintel and Simmons data reveals that the difference in
interest between men and women is insignificant. Our
research also revealed that the majority of Brooks shoes
purchases were done by wealthy men and women between
the ages of 35 and 54. Additionally, because Brooks shoes
are relatively expensive, we have concluded this high
income demographic would be the best option for our
target audience. The campaign will target this demographic
nationally, but due to its high concentration of hardcore
runners and the presence of the Brooks headquarters
therein, the west coast will receive the most attention from
the campaign.
3. Advertise product via magazine, out of
home, internet, and sponsorship advertising
We have selected four choices to reach our consumer
target market. These media include magazine, out of
...research also
revealed that
the majority of
Brooks shoes
purchases were
done by wealthy
men and women
between the
ages of 35 and
54.
[ REALITY CHECK ]

home, internet, and sponsorship advertising. These media
choices were derived through meaningful primary research
(core runner interviews) and extensive secondary research
(Simmons, Mintel, SRDS). Our research indicates high reach
within each of the media mentioned. In addition, through
the use of these mediums, we can effectively and efficiently
utilize Brooks advertising budget of $5,700,000 to achieve
both a high reach of our target audience as well as cultivate
high brand awareness with high front of mind recognition.
4. Achieve a maximum level of Gross Rating
Points (GRPs) by the final phase of our
campaign
Though running as a sport occurs year round, the summer
sees a large spike in running activity both in sales and
events due to the change in climate. Because of this
activity, it would be best to preempt the season sales
and raise the most awareness of the Brooks brand before
people begin their seasonal purchases. By achieving the
maximum GRPs in the first two months through the use
of sponsorships, out of home, internet, and magazine
advertisements, we can have front of mind consumer
awareness during the peak running shoe sale periods. This
activity will increase the effectiveness of the remainder of
the campaign concerning both advertising effectiveness as
well as promotion impacts.
5. Maintain a consistent, refreshing theme
that reinforces the Brooks brand and
resonates directly with the target audience
Brooks is a lesser known brand among many, but a brand
with history in the running shoe market. This makes it
highly important to differentiate ourselves from the better
known brands like Nike. Therefore, we will use a consistent
Unique Selling Proposition (USP) as well as brand imagery
relevant to Brooks throughout the campaign to establish
strong product recognition among consumers. A consistent
and coherent message that separates from the existing
Brooks campaign and focuses on the runners will show
consumers that Brooks is not only a serious brand but also a
high quality and superior one that runners can depend on.
6. Execute within a budget not to exceed
$5,700,000.00
Through the proper allocation of funds and carefully
chosen media recommended by this campaign, Brooks can
increase consumer awareness and maximize the value of
each dollar of the given $5,700,000 budget. n
Brooks is not
only a serious
brand but also
a high quality
and superior one
that runners can
depend on.
[ REALITY CHECK ]

“Running strong
meant digging
deep and finding
reinforcements
inside my own
head. But of
course, internal
motivation was
what brought me
here”.
In order to determine our target market, we analyzed the
information collected from our secondary research sources.
Information relating to demographic characteristics and
lifestyles on the following pages also help narrow down
a specific target market. To summarize, here is a basic
breakdown of the recommended target audience:
Gender Females and Males
Age 35-54 years old
Race
Caucasian with additional focus
on minorities
Marital Status Never Married
Education Level College Graduates
Employment Status Employed Full-time
Household Income $50,000+
3. target market
recommendation
WHY?
— A. Buckley Cohen, Boston, MA
Runner’s World, April 2011

Gender of people who run “every chance they get”
Total (000) (000) Horizontal Vertical Index
Male 10853 771 43.33% 6.29% 104
Female 13636 913 56.67% 5.85% 97
(SMRB, 2008-2009)
Age of males and females who run “every chance they get”
Age 18-24 2203 308 15.63% 15.78% 262
Age 25-29 1245 179 14.18% 11.55% 191
Age 30-34 1572 172 13.24% 7.50% 124
Age 35-39 1881 192 14.98% 10.65% 177
Age 40-44 2271 207 11.87% 7.70% 128
Age 45-49 2544 191 9.31% 6.21% 103
Age 50-54 2730 162 8.84% 4.93% 82
(SMRB, 2008-2009)
GENDER: Why females and males?
This chart shows us who is more likely to run in the last 12 months between males and females.
The data states that there is a higher amount of men who have run in the last 12 months opposed
to women. Based on the vertical percentages there is less than 1% difference. The index numbers
are within a 7-point range for males and females. From this, and the fact that Brooks offers product
lines for both men and women, we can gather that it is best to target both genders.
AGE: Why 35 to 54 years old?
The demographic of females and males who run is strong for the age range of 35 to 54 years old.
The chart above shows the highest vertical percentages are between the age ranges of 35 to 54 years
old. Although the index numbers are higher for the younger ages, these consumers are less likely to
purchase Brooks products and are more loyal to brands such as Nike and Adidas.
Race of males and females who run “every chance they get”
White 19584 1212 74.46% 5.74% 95
African American 1580 122 11.33% 5.75% 95
Asian 645 59 7.28% 7.28% 121
Hispanics 7680 729 19.69% 9.62% 159
(SMRB, 2008-2009)
Marital status of males and females who run “every chance they get”
Presently Married 15595 1020 54.63% 6.81% 113
Divorced 2420 116 9.39% 3.74% 62
Never Married 4464 477 29.99% 7.77% 129
(SMRB, 2008-2009)
RACE: Why Caucasian with an additional focus on minorities?
Although Caucasians have a low index number of 95 and a vertical percentage of 5.74% this
population makes up the largest percent of people in the USA and must be considered for our
primary target audience. Additionally, we recommend focusing on Asians with an index number of
121 and a vertical percentage of 7.28%, and Hispanics with an index number of 159 and a vertical
percentage of 9.62%.
MARITAL STATUS: Why married or never married?
The majority of adults 34-54 years old have never been married, accounting for 7.77%. They have
the highest index number of 120. Following those who are have never been married are adults who
are married. They have a vertical percentage of 6.8% and an index number of 113. Overall, both
those who are married and those who have never been married would be ideal consumers to focus
on for this age group.

Education level of males and females age 35-54 who run “every chance they get”
12 yrs. Graduated 6930 332 14.83% 3.08% 51
4 yrs. Graduated 3901 338 20.09% 8.13% 135
Did Not Graduate
High school
3824 232 14.58% 6.34% 105
(SMRB, 2008-2009)
Employment status of males and females age 35-54 who run “every chance they get”
Employed (FT) 14310 1192 76.26% 7.84% 130
Not Employed 10179 492 23.74% 3.47% 57
Retired 4837 98 4.12% 1.25% 21
(SMRB, 2008-2009)
EDUCATION LEVEL: Why college graduates?
From the data, adult runners have graduated college or have gone onto graduate school have the
highest vertical percentages as well as index numbers. The main target audience has graduated
college and has an index number of 135 with a vertical percentage of 8.13%.
EMPLOYMENT STATUS: Why employed full-time?
Based on the data above, we can see that the majority of adults ages 35-54 are full-time workers
(working 30+ hours per week). Full-time employed adults have a higher vertical percentage of 7.84%
and index number of 130, than those who are unemployed or retired.
Household income of males and females age 35-54 who run “every chance they get”
45,000-49,999 1159 49 1.65% 2.41% 40
50,000-59,999 1945 113 8.45% 6.32% 105
60,000-74,999 2515 155 12.21% 7.55% 125
75,000-99,000 3172 236 13.46% 6.72% 111
100,000+ 7919 745 35.65% 10.11% 168
(SMRB, 2008-2009)
HOUSEHOLD INCOME: Why $50,000 or more a year?
Adult’s ages 35-54 earning a household income of $50,000 or more every year make up the majority
of the population. As annual household income level increases, so does the likelihood of that
individual running “every chance they get.” Individuals making over $100,000 per year have the
largest vertical percentage and index number, showing that the affluent and wealthy individual is a
key consideration for this target market.
A CLOSER LOOK: How does this target market compare to others?
Target Market Recommendation In Comparison To Competing Brands Current Strategy
Gender Age Race Education Employment Income
Brooks Female 35-39 & 45-54 Caucasian
College Grad or
Higher
Employed Full
or Part Time
$50,000 to
$100,000
Asics Female 30-54 Caucasian
College Grad or
Higher
Employed Full
or Part Time
$40,000 to
$100,000
Adidas Female & Male 30-54 Caucasian
1-3 years of
High School or
College Grad
Employed Full
or Part Time
$50,000 to
$100,000
Nike Female & Male 30-54
Caucasian & Af-
rican American
College Grad or
Higher
Employed Full
or Part Time
$60,000 to
$100,000
New Balance Female 30-34 & 50-64 Caucasian
College Grad or
Higher
Employed Full
or Part Time
$50,000 to
$100,000
Saucony Female & Male 30-54 Caucasian
College Grad or
Higher
Employed Full
or Part Time
$60,000 to
$100,000
(Martix Data Combined, SMRB, 2008-2009)

Target Markets Considered, But Not
Recommended
While conducting our research, we established two other
target market recommendations to be considered but not
recommended for focus. The two target markets considered
but not recommended are:
Young Athletes 18-24
The first age group of athletes considered were between
18 and 24 years-old. According to Mintel, this age group
has a high purchase rate of athletic shoes every year.
Nearly a quarter of the athletic shoe consumers in this
age group have purchased shoes specifically for sports,
and half of these consumers purchase athletic shoes for
exercise or working out. These adults were considered
as a target market until additional research showed that
other age groups may be more beneficial. Mintel shows
that younger adults care much more about fashion and
popularity, whereas the Brooks campaign needs to focus
more on technology and comfort. Also, Mintel shows that
households with higher incomes typically spend more
money on running shoes. Although 18 to 24 year-olds may
spend money on athletic shoes, these younger audiences
may not make enough to spend extra money on quality
running shoes. There were too many issues within this age
group to consider them as a primary target market.
Older Athletes 55-65
Another age group of athletes considered were between 55
to 64 years old. According to Mintel, this age group has
the highest purchase rate of athletic shoes for “walking or
exercising.” Research shows that these older adults care
very little about fashion, but are very concerned with
comfort and technology. These adults were temporarily
considered as a target market, but additional research shows
that this age group does not hold enough serious runners.
Mintel showed that the percentages of purchasing specific
shoes for sports (such as running) were not high enough.
Simmons showed that there weren’t very many 55 or older
adults who run “every chance they get.” Once again, there
were too many issues within this age group to consider
them as a primary target market. n
Mintel shows that
younger adults
care much more
about fashion
and popularity,
whereas the Brooks
campaign needs to
focus more on
technology and
comfort.
[ REALITY CHECK ]

Media Objectives
The overarching advertising goal for this product is to
increase sales in existing running shoe retailers, while also
educating store employees about the importance of the
technology behind the Brooks brand. Within the athletic
shoe category Brooks will see success in differentiating from
its competitors by implementing comprehensive and solid
media planning.
Listed below are our key media objectives for a successful
campaign:
• Focus on consumer and trade mediums to target our
specific running audience and promote to retail stores
to carry our product.
• Primarily target men and women age 35-54 who are
routine runners.
• Allocate media budget to three recommended mediums:
magazines, out of home, and online, with different
distribution between consumer and trade mediums.
• Make media purchase decisions based on increasing
sales within our current distribution channels.
• Advertise Brooks on a flighted (pulsed) schedule, while
understanding the need to manage and allocate our
media buying budget without exceeding it.
4. media plan How Is The Media Allocated?
Advertising for Brooks will be split into two categories: consumer and trade. Consumer advertising
will focus on increasing sales and highlighting the runner’s lifestyle, while trade advertising will
use key publications and events to entice retailers to stock (or continue stocking) Brooks shoes.
71%
Magazine
22.5%
Out of Home
0.5%
Internet
3%
Production
35%
Workshops/
Training
6%
Prod.
5%
Events
57%
Trade
Magazine
Consumer Advertising
Consumer advertising makes up the
majority of the overall media advertising
allocation. Within consumer advertising,
spending will be focused on magazine
buys. Out of home and internet
advertising will supplement magazine as
secondary mediums used to support the
overall campaign.
Trade Advertising
A small percentage of the budget
is allocated for trade advertising to
help increase retailer’s sales of Brooks
products. Within trade advertising, the
majority is allocated to trade magazine
buys. Events, workshops, and training
allocations will supplement traditional
media.
The overarching
advertising goal
for this product
is to increase
sales in existing
running shoe
retailers while
also educating
store employees
about the
importance of the
technology behind
the Brooks brand.
[ REALITY CHECK ]

Ad 480 Brooks Final Campaign Book (Web Ready)

Ad 480 Brooks Final Campaign Book (Web Ready)

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