Communication Strategy

1. Who are we targeting?

We have decided to aim our marketing at tier one and two consumers. We have done this as we want the ‘sneaker heads’ and ‘fashionistas’ to be the first group to be made aware of the New Balance lifestyle range. By doing so the trend will filter through to the lower layers later in our campaign. We want the tier one and two consumers to feel they latched onto the New Balance trend first and by doing so adding credibility to the brand.

2. What are we aiming to do?

We want to raise awareness of the New Balance brand and to change perceptions. At this current time New Balance is popular amongst athletes and is perhaps viewed mainly as a running shoe brand. We want consumers to become aware of the lifestyle trainers. Also we want to carry on with the heritage theme New Balance already use, for example they created the ‘Pub Pack’ set of trainers that heavily references English heritage.

3. How should the message be delivered?

We want to come up with a clever idea to get the message across to consumers. With a key over branching idea we hope to get media attention from bloggers and press. This will reduce New Balances promotion costs but still get the message to people. To see how and where we should communicate we will ask our opinion former to tell us where and when she interacts with brands and where she spends time. This will tell us where we need to focus on advertising to raise brand awareness.