ADV 420 Final Presentation

1. Steve Madden: A Digital
Marketing Strategy
Kevyn A. Roberts

2. Company Goal
➔ Increase television presence
➔ Reach more customers
➔ Showcase brand diversity
➔ Increase website and social media
traffic

3. 1. Target Audience
The commercials developed by Steve
Madden will be targeted towards:
➔ Consumers of All Ages and
Backgrounds
➔ Those Unfamiliar with the
Brand
➔ Loyal Customers

4. Problem: Steve Madden lacks television
advertising while other competitors are present.
Ex:

5. Solution: Market the brand with a commercial that showcases products and
a diverse group of models. Use videos posted on social media for television
advertising.
Steve Madden |
Holiday Campaign
2017

6. Benefits of
Commercial
Advertising
➔ Brand Differentiation
➔ Branding
➔ Product Awareness
➔ Audience Targeting

7. What Makes a TV
Commercial Effective?
➔ Celebrity Cameo(s)
➔ Products
➔ Creativity
➔ Clear Theme or Storyline

8. Estimated Costs of Television
Advertising
30-second commercial for local TV
stations: $200 - $1500
30-second commercial
broadcasted nationally: Averages
around $126,000
Ads Broadcasted during Super
Bowl can cost millions!

9. Conclusion:
➔ Steve Madden should
produce a high quality
commercial in efforts to
increase their consumer
following and media
traffic.
➔ Commercial should
include important content.
➔ Should air nationally