Shoe Number! Stef Pearson Gabby Flinchum Alex Tamez

Marketing Mission/Vision Our overall marketing mission/vision for our product is to make it well known and be the first option that anyone with arch problems goes to. Awareness Create a buzz Recognition Positive Publicity

Target Market Demographics: Age-Court Sport Players (high school, college, professional players) Age- Runners (Middle-aged) Sex: Both Geography: Start on the west coast making our way to the east coast.

Target Market Target 1 (Court Sport Players): Any physical activity played on a court requires requires jumping and running. The arches in a person’s feet could start to burn. People looking for a basketball shoe look for a shoe that has that has the perfect arch already in place. Not all shoes have high arch supports. To get some get durable slip-in arches, it can be pricey. With our product, the adjustable support makes it perfect for people looking court specific shoes. Our arches will either be in the shoe already or sold separately to be worn in other shoes too.

Target Market Target 2 (Marathon Runners): Arch pain is a common foot complaint. Arch pain, also sometimes called a strain, often causes inflammation and a burning sensation under the arch of the foot. Treatment of arch pain often consists of adaptive footwear and inserts.

Target Market Every runner is looking for the best shoe to fit your arch type. Our plan is for the customer to get your favorite shoe without worrying about if the arch fits you. Running shoes provide support, but the key is to look for shoes that specialize in arch support. Make sure that the shoe is designated the type of support that you need. The rest of the process involves feeling what is right. Brand and cost do not necessarily matter.

Things That Make our Product Unique! Adjustable arches by remote control Special (For the 1st Month or so): Paired with select Nike basketball and running shoes Price: The initial special for the arch will increase the price of the shoe it’s paired with by only $20. The price when sold separately will be $ With a 1-year warranty for the remote control Durability Our endorser is Kobe Bryant, one of the most respected and hard- working athlete in the world. Only sole that adjusts to your foot. Interchangeable in Nike shoes (may be used in other shoes, but Shoe Number will include Nike logo on it)

5 Promotional Methods/Strategies 1) Advertising – We’re going to use and Twitter to advertise about our product, giving different information about the release date of the product. We will also have, on our release date, Kobe Bryant debut his new show along with the Shoe Number on a national-televised game. 2) Create a Twitter page and website for the “Shoe Number”. Have the tweets and information be about release dates for the product and different shoes they come with. We will also tweet and post information about arch problems and how these problems can be solved with the “Shoe Number” 3) When our product first comes out, we will post different promotions on both our website and Twitter page and if supporters print out a coupon we post or mention a promotion we posted, they will get a discount. We will also give away free samples when the “Shoe Number” first comes out and those that are willing to try it can either return it within 30 days or if they decide to purchase the product, they will also get a discounted price.

5 Promotional Methods/Strategies 4) We’re going to use direct response marketing. On our website, people will be able to provide instant feedback about the Shoe Number and how we can improve our products. They’ll also be able to ask questions about the product. 5) We’re also going to use a sponsorship to help promote our product. We will be sponsored by Nike and endorsed by Kobe Bryant.

Timeline Release Date: Christmas Day: 12/25/12 August 12’: Using the coverage from the Olympics, we use our Olympian endorser, Kobe Bryant to begin talking about a new product, The Shoe Number, in the offseason to help him. (For example: being talking about in interviews and during media day. ) September 12’: Beginning of the month, we must begin our social media campaign through our facebook and twitter pages. At the end of the month, we must order printed promotional material that shares information about the products. Printed promotional material can range from simple flyers to more elaborate pamphlets that detail product specifications

Timeline October 12’: Allowing the press to review your product, writing articles to send to public media, giving interviews, and holding a launch event. Create sample sizes of products and offer them to those who can review the products and offer feedback or a positive response. Focus on sending the samples to those with credibility in the industry, such as professionals or experts whose feedback will have more effect on convincing customers to try the product. November 12’: Start placing displays of the The Shoe Number inside of shoe stores. (Foot Locker, Finish Line, Foot Action, etc) Near the end of the month, start sending out s about the official launch of new product through Nike’s database of customers. The will include our special of the arches being sold with Kobe Bryant’s newest Nike basketball shoe that will release on the same day.

Timeline Early December 12’: Continue to blast s about the release. The this time will include the special pricing of the Shoe Number that will come with the shoe and the actual price of the product when it’s sold separately. On the actual release date: Kobe Bryant will debut his new shoe along with the Shoe Number on a national- televised game Christmas day. During halftime of the game, ESPN will air a pre-recorded conversation with Kobe Bryant about his new shoe along with the Shoe Number and how it has helped him. (His testimonial)