consumer journey campaign book

The Consumer JourneyDanielle Filippone, Jessie Goldberg, Rachel Lira, Savannah Reed, Kara Simon, Congrong Zheng

table of contents

Primary ResearchFocus Group

Screener

Key Insights

Overall Findings

Virtual Shopalong

In-Depth Interviews

Discussion Guide

05

06

13

12

11

10

07

The Consumer Journey

TouchpointsPublic Relations

Print and Digital

Social Media

Website

Customer Service

In-Store Experience

33

35

39

38

37

36

RecommendationsBrand Appearance

Content Marketing

Loyalty

Made in America

42

43

47

45Consumer Jouney Map

Meet Allen

17

15

Overview

This book acts as a guide through the

extensive journey of Allen Edmonds’ target,

the Sensible Style Seeker. This is a look into

his mind and interactions with both the dress

shoe category and the Allen Edmonds brand.

Based on primary and secondary research

on the consumer journey, we have developed

a journey-specific target profile, relevant

brand touch points and recommendations

we believe will assist the brand in effectively

reaching its desired target audience.

3

Primary Research

Focus Group

1. Begin with crappy shoes. 2. Decide new shoes [are] in order. 3. Go to mall or Dick’s, leading to general malaise. 3A. Shop

online, risking the size not working. 4. Talk to friendly sales guy/girl. 5. Try on a variety of sizes and brands, but not Adidas, arriving on

two to buy. Always two. 6. Show appreciation for help I have received from employee. 7. Celebrate my achievement and wear new swag.

Benjamin Liu, 261. Catalyst event to needing new shoes, i.e. need to dress nice, job seeking, if current pair in bad shape, dad. 2. Research style blogs

(SG, Art of Manliness, etc.) and ask friends what not to buy. [Look] in store. 3. Choose style / kind I desire 4. Sizing = frustrating

5. Buyer’s remorse

Ryan Green, 311. Consideration. “What kind of shoes do I need?” “Which shoes

are getting old and need to be replaced?” 2. Research. “What styles will match my wardrobe?” 3. Opinion of Others. “How will my

image be perceived if I buy bright or aggressive shoes?” 4. Decision and purchase.

One focus group was held with three participants. Prior to the focus group, candidates

were screened with a survey to discern the candidate’s age, how often he wears dress shoes, and how much he would be willing to spend on a

pair of shoes. The group was led following a discussion guide, which is available on the

following page.

The participants were Ryan Green, age 31, a media planner, Benjamin Liu, age 26, a graduate

student, and Jim Janes, age 29, a teacher.

At the start of the focus group, the participants

were asked to complete a projective activity. They were instructed to map out their individual

journeys when buying dress shoes. Their results are shown to the right.

Jim Janes, 29

ScreenerPlease tell us your age. 20 or Under 21- 26 27- 35 36 or Older

Please tell us your gender. Male Female Prefer to not respond

What is your highest level of education? (Completed or currently pursuing) Some high school GED or High school Associate Bachelors Masters PhD Other ______

How often do you wear dress shoes? Seven days a week Five days a week 1-3 times per week Special occasions only Never

Where do you get personal style inspiration? Check all that apply. Mens fashion magazines Style blogs Social media Friends and family Celebrities Other

How much would you be willing to spend on a pair of dress shoes? $0 - 99 $100 - 199 $200 - 299 $300 +

Whose opinion do you consider when it comes to style? Check all that apply. My friends My significant other My coworkers or classmates My family My own

Discussion Guide

Purpose:To uncover insights into how Sensible Style Seekers approach the process of buying dress shoes and the decisions they make through-out their journeys.

Introduction:My name is [Leader name] and I’ll be guiding our discussion today. My team members will be taking notes and recording our conversation just to help us remember what you say.

We will be getting to know more about you, your style and your shoe choices. Everyone’s opinion is valid, so don’t be afraid to speak up! We want this to be a conversation between all of you, so please feel free to interact with and respond to each other throughout the dis-cussion.

Self-intro:Let’s go around the room and everyone say your name, hometown, what you do for a living, and where you like to shop.

Projective Technique (15 minutes):1. In front of you are some pictures. Use the supplies provided to pin any pictures that show your journey of buying dress shoes, from your first thoughts about buying to the time you purchase. Please name each phase of your journey. If you don’t see a picture that works, feel free to draw or write in your own. You can have as few or as many stages as you want.

For example, some things you may want to include are: the research you do, the people you talk to about a product, where you look to purchase a product, how you feel when interacting with a salesperson, checking out, and first wearing them, etc. Probe for: What are they trying to accomplish on their jour-ney, sources of influence for each stage Look for: How they map their consumer journeys, relation between events and emotions 2. Tell us any publications that you read or subscribe to, either print or online. Probe for: Work vs. personal interests

3. What do you do in your free time? Probe for: specific shows, activities, places, with whom they spend time. Potential touch points. Motivation to buy:

4. What constitutes a dress shoe to you? Probe for: materials, what it looks like, what it feels like Listen for: occasion

7

5. When was the last time you bought dress shoes? Probe for: What motivated you to buy them? Listen for: Store vs. online / special event vs. daily wear

Personal Style and Influences:

6. Do you bring anyone with you when you go shopping? If so, who? Probe for: Who is the decision influencer? Listen for: by myself vs. girlfriend vs. family vs. friends

7. What social media sites are you on? Probe for: specific reasons for each site, which ones they like/use the most

8. Tell us one person you follow on Instagram/Facebook/Twitter/any social media that you would want to dress like. Probe for: celebrity vs. athlete vs. actor vs. org vs. brand Listen for: What does that person’s style look like?

Research/Purchase:

9. How long do you spend thinking about a shoe purchase before you make it? Probe for: Now dress shoes? Listen for: Language used to describe the time period/what makes them pull the trigger 10. How do you research the product? Probe for: What devices are they using Listen for: importance of different methods

11. Where do you buy your dress shoes? Probe for: in-store experience vs. straight to online vs.

combination Listen for: Specific store names or websites (i.e. Amazon, Zappos) 12. When you go into a shoe store, do you have a mission? Or do you figure it out when you get there? Probe for: amount of prior research Listen for: if they have a plan vs. how they wing it

13. When buying dress shoes in-store, how do you feel when a sales-person approaches you? Probe for: Shop alone vs. welcomes help Listen for: Customer service experience 14. Is there anything that would make shopping for dress shoes easier? Probe for: Why is it hard? Listen for: Ideal shopping experience

Price

15. Do you seek out sales or discounts before purchasing dress shoes? Probe for: where they look (online vs. print) Listen for: kinds of promotions 16. If you found a pair of shoes that you really like, would you be willing to spend more than you planned to? Probe for: how much more Listen for: price range, mentality, if they justify it and how

Made in America:

17. When a product is “Made in America,” what does that mean to you? Probe for: Examples of “Made in America” products they use Listen for: If willing to pay more, why?

18. When a product is made in Italy, what does that mean to you? Probe for: Comparisons for American shoes Listen for: other countries

Feelings:

19. What makes you realize it’s time for a new pair of dress shoes? Probe for: Re-craft or replace? Listen for: How often they replace shoes

20. Once you make that realization, do you feel the need to try shoes on to find your size? Probe for: different sizes in different brands?

21. How do you feel when you purchase a new pair of dress shoes? Probe for: Attributes/benefits/values Listen for: Descriptive words, Personality traits

Life Stage:

22. What is an important event in the near future that you would get dressed up for? Probe for: Why that event deserves dressing up

Allen Edmonds:

23. Has anyone here heard of Allen Edmonds? Probe for: awareness, recognition, value Listen for/observe: positive/negative reactions

24. What dress shoe brands do you currently have in your closet? Probe for: Why they bought X brand Listen for: Relevant competition

25. Is Allen Edmonds a brand you see yourself wearing or someone else? Probe for: who Listen for: reasons why yes or no

26. Does anyone own a pair of Allen Edmonds? Would you consider buying a pair? Probe for: Level of involvement with brand Listen for: Potential purchase opportunity

Conclusion:Thank you so much for participating and taking the time out of your day to do this. Is there anything else that you would like to say about the topic? (pause) Do you have any questions, comments or con-cerns? (pause) Thanks again and have a great rest of your day.

9

Interviews

James Stafford, 34, Lawyer

Adam Ansoff, 26, Media Buyer

Andrew Cohler, 24, StudentDanny Bruno, 24, Product Manager

Clay Fox, 25, Actor

Five in-depth interviews were held,

including one virtual shopalong. These interviews followed the

discussion guide used for the focus group with some modification and excluded the projective techniques

section.

The interviews were held over a period of two weeks and included five different men who passed the

initial screening process.

All of the men are working in a professional career and have at least

a Bachelor’s degree.

These findings from the in-depth interviews and the focus group were

analyzed to make the consumer journey for Allen Edmonds’ Sensible

Style Seekers.

Virtual Shopalong

Using Google Hangouts, interviewee Adam Ansoff shared his online shopping experience.

First, Ansoff was prompted to show how he would

begin researching dress shoes. Ansoff searched “best dress shoes” using Google1 and proceeding to quickly

scan articles on websites like dealnews.com2.

Next, Ansoff was prompted to visit allenedmonds.com and act as if he planned to order shoes online.

Ansoff spent around five minutes selecting the shoe

he liked best, skimming reviews3 and visiting the Size Chart before adding his selected pair to his Shopping Cart. He stressed that normally he would never order

shoes online, but is likely to look for styles online before going to stores.

11

Overall Findings

celebrities or professional influencers that they aspire to be like or dress like. Instead, they base their style choices on the approval of a single close friend or sig-nificant other.

a time. The shoes they buy during one shopping experience are of the same brand but the style and/or color may vary. This is because the target views shoes as a need, not a want, and they don’t want to search for dress shoes again until they are completely worn out.

want to be in and out of the store as fast as possible without any distractions.

accomplished and satisfied with themselves. Afterward, they like to “stroll around” the house in them.

store to try shoes on. They either buy them at depart-ment or speciality stores. After trying them on, they go home and look at reviews online. If they choose to buy online without trying the shoes on first they feel like they are taking a gamble with the fit of the shoes.

Allen Edmonds, but right now they view them as a shoe their boss or father would wear.

Key Insight

“The shoes I buy need to have plenty of

options for me to choose from. I need a pair

of shoes that want to be worn as much I want

to wear them. I need them to help me make

it through my current job and onto my next

promotion. The shoes should make me feel

confident, not cocky, every time I enter my

office. Most importantly though, these shoes

should fit to the size of my feet and the size

of my aspirations.”

13

Meet AllenAllen is the personification of the Sensible Style Seeker. He is 24 to 35 years old and is a college

graduate. He is either in graduate school or has a full-time time job. He is trying to move up the ranks in his career. Allen lives in an urban area

and enjoys spending his limited free time drinking with his friends, hanging out with his

family, playing sports or working out.

Allen is active on LinkedIn, Twitter and Facebook and has accounts on other social media sites such

as Instagram, but doesn’t check them often. He reads publications that are relevant to his career in addition to keeping up with current events. He gets his news through online sources

such as the CNN.com and Twitter.

Since Allen is pursuing a professional career,

style is important to him because he wants to look sharp in order to gain respect from others,

impress his boss and feel confident in himself but it isn’t a main concern to him.

Ben Galbraith15


When considering a dress shoe purchase,

Sensible Style Seekers like Allen embark on

a journey that is truly a mountain climb. The

shape chosen represents this journey in both

the physical and mental processes these men

face. This map is marked with seven key steps

to understanding how the target interacts

with the dress shoe category. This journey

is essential in understanding Sensible Style

Seekers and enabling them to make a place

for Allen Edmonds in their consideration set

for future dress shoe purchases.


1. The Push recognizing a need

1. “The Catalyst Event” He has an upcoming event in his professional or personal life that requires him to dress more formal than usual. Whether he is the best man in his child-hood friend’s wedding, travelling for a big client presentation or up for a promotion at work, he is aware that this event is quickly approaching and is motivated to begin the search for a new pair of dress shoes.

2. “Out with the Old”Through primary research, it became evident that Sensible Style Seekers are replacing their dress shoes anywhere from every six months to once every year and a half. Triggers include scuff marks and scratches, inability to polish properly, sore feet and even smelly shoes. Any of these factors may lead the target to recognize the need for a new pair of dress shoes. Additionally, lack of variety is another driver for purchase. If the target only has black dress shoes, he

may realize that he also needs a pair of brown shoes. However, unlike their female counterparts, these men think of variety as a need and not a want.

3. “Confirmation from My #1” A significant other, mom or a stylish best bro can also prompt recognition that the target needs a new pair of dress shoes. Although the target prefers to shop alone, a comment from an important person in his life may be the push he needs to start the search for some new kicks. This is not to say that Sensible Style Seekers ask everyone in the office for their opinion on a pair of Oxfords, but rather a little nudge signifies that it’s time.

It is important to note that this initial stage is driven by need, not desire. Dress shoes are a need-based purchase in the eyes of the consumer, triggered by one or more of the pushes mentioned above. Sensible Style Seekers are motivated to find the best pair of dress shoes to fit their current or quickly approaching need.

The push that motivates Sensible Style Seekers to begin thinking about a dress shoe purchase comes in three forms:

1. The Push

19


2. Gaining Momentum research and exploring options

2. Gaining Momentum

The Sensible Style Seeker has now fully recognized the need for a new pair of dress shoes and begins research. This research process can be summarized in one very telling, not so surprising, sentence: Google is King. Although the target ends up looking at a variety of product reviews, online retailers like Zappos and Amazon, men’s style blogs and official shoe brand websites, they are all found through Google and Google image searches. This speaks to their general noncommittal attitude toward brands in general and their lack of brand loyalty when it comes to dress shoes. The target is aware of lifestyle blogs such as The Art of Manliness, Dappered and Style Girlfriend, but are not regular readers. Many of these style blogs have previously featured Allen Edmonds in one or multiple posts. The target is only exposed to these blogs through the results generated by their Google searches. They do not seek out

these URLs on their own. How long do Sensible Style Seekers spend on re-searching their dress shoe purchase? Research lasts from one hour to one week between the initial ‘push’ and the final internet browse. “For dress shoes I’ll spend a little bit more time…

maybe an hour I’d say.” The general reaction to whether they prefer re-searching on a laptop vs. mobile device was indifference. Most of the interview subjects said they will look when they have time, at work or at home, and will use whatever device they have access to. Because the research process lasts a week at maximum, this is a critical period for the Sensible Style Seeker to be introduced to Allen Edmonds. The findings throughout his series of Google searches will guide what he decides on as the best dress shoe for him at this very moment.

21


3. Peak of Anxiety the problem of sizing

3. Peak of Anxiety

After the research stage, Sensible Style Seekers have a general idea of what type of shoe they are interested in. Their anxiety peaks when they try to determine what size they would be in the brands that they are considering. Primary research participants mentioned that making the sizing standards universal across brands would improve their buying experience. In addition, the target cares less about the brand name than the quality of the dress shoes. One participant even said that he would have a better shopping experience if there were fewer brands to choose from.

After conducting primary research, it became apparent that Sensible Style Seekers regard buying dress shoes as a mission to be completed and not as an enjoyable experience. Whether they go to the physical store or buy online, they expect efficiency to be part of the buying process. At this stage, size anxiety may deter them from committing to a dress shoe purchase. The inconsistency in sizing among brands is their biggest frustration. If they become overwhelmed, this is a potential breaking point and may cause them to abandon the purchase altogether.

23


4. Let’s Go finding the perfect pair

4. Let’s Go

At this stage, the target has passed the peak of anxiety and is ready to try shoes on.

As mentioned in stage three, Sensible Style Seekers have a mission in mind when buying dress shoes. They do not see this as an opportunity to shop for enjoyment. They have a straightforward goal to accomplish: find the right shoes for the need at hand.

To achieve this goal, the target is willing to go to the physical store to try on the shoes. Since sizing is the biggest barrier for the target, being able to try on drives the target to the store rather than online.

Once in the store, if a Sensible Style Seeker is approached by a persistent salesperson, he may be deterred from continuing the journey.

During their visit, Sensible Style Seekers do not like salespeople to lead the shopping experience. They only want to interact with salespeople when they have ques-tions. If they want to take their shoes home immediately, some men in the target will purchase their shoes then and there. Others will go online and search for a better price after they find the right size and style. Participants from the primary research mentioned they have to gamble on the shoe size when they only search online. Allen Edmonds, like many popular online retailers, provides free shipping on purchases over one hundred dollars and free returns, which is attractive to the target.

25


5. Feel the Rush the decision to buy

5. Feel the Rush

This stage of the consumer journey involves the Sensible Style Seekers’ decision to buy. When the target decides to buy a pair of shoes, he is not as interested in the brand or store in which he buys them as he is in the balance between the price and what the shoe provides. When talking to men in the target profile, most said they would not be willing to spend more than $50 over their initial budget. As long as the shoe looks nice and feels comfortable they don’t care about the name on the sole.

Another decision that is extremely important to online buyers is that the pair of shoes has free shipping and returns. Sensible Style Seekers like a hassle-free purchase. They feel more confident in their purchase if they know they can return it at any time. They also like free shipping because they see it as a purchase bonus. They think of it as a free gift that comes along with the shoes.

27


6. Looking Back the incubation period

After Sensible Style Seekers buy their shoes, they go through an incubation period. The rush of the ini-tial purchase wears off and they sit on their decision. They reflect on their purchase and evaluate if the shoes are worth what they spent.

Typical questions that go through their head

during this time are:

“Will I get enough wear out of these shoes?”“Are these worth the money I spent?”“Do they match the clothes I have?”

“Could I have gotten a better deal on them somewhere else?”

This feeling of uncertainty is overcome when Sensible Style Seekers realize that they are at a point in their lives in which owning a pair of high quality dress shoes is a necessity. This is not just a purchase, it is an investment. They come to understand that wearing quality-made shoes is important in establishing themselves in their current professional career.

6. Looking Back

29


7. Worth It.

7. Worth It.

Sensible Style Seekers are now satisfied with their purchase. They believe their shoes represent who they are and who they aspire to be. These men feel confident pairing their shoes with outfits that they can wear to work and to a variety of events. With their new shoes, they feel prepared to embrace any opportunity that

comes their way.

31

Touchpoints

Public Relations Sensible Style Seekers have little to no awareness of the Allen Edmonds brand. Since Allen Edmonds has a small marketing budget, utilizing public relations would be an excellent way to gain awareness.

Because the target is adamant about staying on top of current events, gaining media placements in top-read publications by the target would be ideal. This would move Allen Edmonds into the target’s consideration set of dress shoe brands so that when a consumer begins the dress shoe journey, Allen Edmonds is already an option he con-siders. However, the brand is not currently doing much to take advantage of publicity. It is mostly absent from publications that could potentially help it reach the target.

CEO Paul Grangaard has a presence in the media as the voice behind Allen Edmonds’ blog. For example, he appeared in a Reddit AMA (“Ask Me Anything”), holding a direct Q&A session in a medium that men in the target are on fairly regularly. Grangaard is skilled in talking with the brand’s consum-ers. He comes across as down-to-earth, knowledgeable about the brand and industry and excited about discussing the shoes with customers. Due to his ease in talking with consumers and his ability to be personable, Grangaard should be used as the voice of the brand whenever appli-cable. While some CEOs struggle in the realm of media re-lations, Grangaard has it down. Rather than trying to force his brand into the minds of consumers, he talks about it in an engaging and thoughtful way.

33

Partnerships

Allen Edmonds has leveraged two partnerships. One is with nonprofit Soles4Souls which distributes shoes and clothing to impoverished areas across the world. While this is admirable and generous of the brand, charity is not a factor that the target considers when they are looking to fill a style need. To the target, consumer goods and char-ity are two separate entities. The fact that a company may work with nonprofit organizations has no influence over the target’s purchase decision when buying dress shoes.

Allen Edmonds also partners with the National Bas-ketball Coaches Association. It is the official on-court shoe supplier for NBA coaches. In turn, the coaches serve as spokespeople for Allen Edmonds’ “Big and Tall” product offerings. This is a great opportunity for the target to gain awareness of Allen Edmonds. However, the partnership is not well-publicized. There is no mention of the partner-ship on Allen Edmonds’ website or social media sites.

Recommendations

Media placements in style blogs, men’s life-style digital publications and mainstream news media should be sought out. The brand could also benefit from highlighting the press sections on its website that announce brand news and display press releases. This would provide more clarity and easier access for journalists trying to cover Allen Edmonds. As a result, there may be more and better coverage of the brand.

Public Relations

Print and Digital Media

Print

The target rarely subscribes to print publications and therefore hardly ever reads physical copies, but will often look at the online versions of specific articles that he finds interesting. The only time that he may subscribe to publications is when they are related to his profession. The target consumer’s career is central to his identity. Therefore, the media he takes most seriously are work-related publications.

Digital

Mainstream news outlets like The New York Times, The Wall Street Journal and CNN.com are part of the target’s regular online media consumption. When he’s craving lighter digital reading he turns to publications like Vice or The Art of Manliness.

Style blogs are not a category of media that the target goes out his way to read, as style is not something Sensible Style Seekers are willing to put much time into analyzing.

Recommendations

According to the primary research, very few partici-pants recognized the name Allen Edmonds or could associate it with dress shoes. Allen Edmonds needs to insert itself into the media sites that are popular with Sensible Style Seek-ers in order to raise awareness of the brand. It also needs to create interesting content that engages the consumer. This will help establish the brand in the target’s consideration set when he begins the journey for dress shoes.

Since career is central to Sensible Style Seekers’ iden-tity, it is recommended that Allen Edmonds advertise within certain career-related media. For example, it could reach pi-lots by advertising in Aviation Week, lawyers through the law section of The Wall Street Journal and advertisers through Ad Age.

35

In-Store Experience

Allen Edmonds is known for its friendly and attentive salespeople. They are important in ensuring that customers purchase shoes that are exactly the right fit. After a sales-person has fitted 1,000 pairs of shoes, they receive the title “Master Fitter.” Currently, the only way for a customer to try on shoes in-store is with the help of a salesperson because the shoes aren’t kept on the floor. However, Sensible Style Seekers don’t like when salespeople hover. When shopping for dress shoes in-store, they already have an idea of what style or color they want.

Once the target finds the general category of shoes he is looking for, he likes to take his time and consider his op-tions without the pressure of a salesperson waiting on him. Sensible Style Seekers have a noncommittal attitude when it comes to trying on dress shoes. Since it is a high-involve-ment purchase, the target won’t buy the shoes unless they fit their current need. As a result, a Sensible Style Seeker doesn’t want to feel obligated to buy simply because a sales-person has taken the time to measure his feet for size and provided him with options.

Recommendations

To avoid this in-store discomfort, Allen Edmonds needs to have shoes out on the floor for Sensible Style Seek-ers to try on without needing the assistance of a salesperson. The salesperson should step in if a customer doesn’t know his size, if he seems confused, or if he requests help. How-ever, it is acceptable for a salesperson to alter his behavior depending on if he is serving a Sensible Style Seeker or an older customer. Allen Edmonds does not want to alienate its older customers so it should continue using sales techniques that have been proven to be effective for this target.

Customer Service

Allen Edmonds prides itself on excellent cus-tomer service. It focuses on providing each customer the “personal attention they deserve.” It uses Customer Relationship Marketing to build brand loyalty and keep customers updated on information that may be valuable to them through an opt-in email subscription and cata-logs. In addition, Allen Edmonds has multiple customer service lines for different issues and a service line for international customers. People answer calls instead of automated machines; this makes the experience more personal and adds credibility to the brand. Allen Edmonds also has a chat option on its web-site so customers can message employees while they search the site. The website also has an Interactive Fit Guide which helps customers determine their shoe size when shopping online and gives customers the option to view how they look with different styles of pants. In addition, Allen Edmonds offers free shipping on orders over one hundred dollars and free returns on all pur-chases.

Recommendations

Allen Edmonds needs to highlight its Interactive Fit Guide and make it more noticeable to online shop-pers who may feel anxiety over choosing the right size. This is a beneficial and unique tool that Allen Edmonds should be promoting, especially to consumers who don’t live near a store and can only buy online without trying the shoes on first. The Interactive Fit Guide has the abil-ity to help consumers overcome the biggest barrier in purchasing dress shoes, which is selecting the right size. Allen Edmonds should also continue offering free shipping and free returns because these services are highly valuable to the target. They offer a nonthreaten-ing, risk-free way for customers, especially first-time customers, to purchase Allen Edmonds shoes.

37

Website

The website is a critical touchpoint through-out the research, buying and loyalty stages. Allen Edmonds’ current website is vis-ually attractive, but not user-friendly. There are small problems with its design, naviga-tion and functionality. To create a more us-able and responsive website and to provide a seamless experience for its visitors, Allen Edmonds needs to rehabilitate its website. Recommendations The mobile site is simplistic and easy to navigate. However, there are broken links and “clickable” images that lead to noth-ing. White space would be helpful for high-lighting elements and making them more prominent. Currently, the surrounding areas of the landing page are gray, which gave the virtual shopalong participant the impression the site was “unfinished.” White space would also keep users’ minds focused on the featured links instead of

overwhelming them with large amounts of content. Currently, there is an issue with the link to reviews1. It is critical for Allen Ed-monds to routinely check for problems and test new content before any changes or additions go live. Effective navigation is simplistic naviga-tion. Having a clutter-free landing page is the best way Allen Edmonds can make its website friendly for visitors. While all of the shopping links are clearly visible above the fold, some of Allen Edmonds’ points of differentiation are hidden be-neath shopping links. For example, the landing page currently has four different ways to reach Men’s Shoes in one click (with three other ways to reach specific shoes), while it takes four to six clicks to find the Interactive Fit Guide.

Social Media

Sensible Style Seekers have little to no awareness of the Allen Edmonds brand. Since Allen Edmonds has a small marketing budget, utilizing public relations would be an excellent way to gain awareness.

Because the target is adamant about staying on top of current events, gaining media placements in top-read publications by the target would be ideal. This would move Allen Edmonds into the target’s consideration set of dress shoe brands so that when a consumer begins the dress shoe journey, Allen Edmonds is already an op-tion he considers.

However, the brand is not currently doing much to take advantage of publicity. It is mostly absent from publica-tions that could potentially help it reach the target.

CEO Paul Grangaard has a presence in the media as the voice behind Allen Edmonds’ blog. For example, he ap-peared in a Reddit AMA (“Ask Me Anything”), holding a

direct Q&A session in a medium that men in the target are on fairly regularly. Grangaard is skilled in talking with the brand’s consumers. He comes across as down-to-earth, knowledgeable about the brand and industry and excited about discussing the shoes with customers. Due to his ease in talking with consumers and his ability to be personable, Grangaard should be used as the voice of the brand whenever applicable. While some CEOs struggle in the realm of media relations, Grangaard has it down. Rather than trying to force his brand into the minds of consumers, he talks about it in an engaging and thoughtful way.

Allen Edmonds Social Media Overview January 2015

39

51k likes, 3-4 posts per week 800 followers, new pins added about every two weeks

8.1k followers, 4-5 tweets per week

13.9k followers, 2-3 posts per week

2k subscribers, no new videos in six months

1.5k followers, no new posts in four months

Partnerships

Allen Edmonds has leveraged two partnerships. One is with non-profit Soles4Souls which distributes shoes and clothing to impover-ished areas across the world. While this is admirable and generous of the brand, charity is not a factor that the target considers when they are looking to fill a style need. To the target, consumer goods and charity are two separate entities. The fact that a company may work with nonprofit organizations has no influence over the target’s purchase decision when buying dress shoes.

Allen Edmonds also partners with the National Basketball Coaches Association. It is the official on-court shoe supplier for NBA coach-es. In turn, the coaches serve as spokespeople for Allen Edmonds’ “Big and Tall” product offerings. This is a great opportunity for the target to gain awareness of Allen Edmonds. However, the partner-ship is not well-publicized. There is no mention of the partnership on Allen Edmonds’ website or social media sites.

Recommendations

Allen Edmonds frequently posts the same visuals across multiple social media platforms. The brand mostly relies on photos of shoes. Allen Edmonds needs to broaden its horizons when designing visuals in order to be viewed as a lifestyle brand instead of just a shoe brand.

The brand also needs to diversify its content, making it deeper and more varied. Offering contests are a start, but more engaging posts should be published.

Pinterest is not a viable way to reach this target. With only eight per-cent of Pinterest users being male, and the infrequency with which Allen Edmonds’ Pinterest boards are updated, the medium isn’t ap-propriate for the brand. Currently, it’s being used as another place to post content that has already appeared on its other platforms.

Allen Edmonds’ current social media content is consistent across platforms but has no voice. It would be beneficial for the brand to use a voice that is more relatable to consumers. In order for the brand to have a personality, it must have a distinct voice.

Consumers are eager to talk to and engage with the brand via social media but Allen Edmonds isn’t interacting with them in a meaning-ful way. This is an opportunity for Allen Edmonds to take on a new brand voice and start a conversation with its consumers.

Recommendations

41

Brand Appearance

Currently, Allen Edmonds only focuses on isolated im-ages of shoes and accessories in its advertisements, which is beneficial in trying to understand the style of the shoes and commitment to craftsmanship.

However, Sensible Style Seekers want dress shoes that will get them through their professional careers. Be-cause of this, Allen Edmonds should focus on images other than just the shoes. Allen Edmonds should show full-body shots of young men on the streets of urban cities on their way to work, or in the office participating in a meeting. These action shots will allow Sensible Style Seekers to see Allen Edmonds as a brand that is repre-sentative of who they are.

Men in the target audience also mentioned that in the little free time they have, they like to hang out with their friends, family and significant others. These people are important to the target and should be shown in Allen Edmonds’ advertisements. These ads should also illus-

trate more than just dress shoes; they should represent a lifestyle that reflects the target.

For example, Allen Edmonds could show the target at happy hour with his friends or dancing at a wedding with his significant other. This would allow the brand to con-nect with the target in a meaningful and relevant way.

Since Allen Edmonds is now trying to reach a younger demographic, it should begin featuring younger people on its media platforms. The few times Allen Edmonds shows real people on its media platforms, they are much older than Sensible Style Seekers. Featuring younger men its ads will allow Sensible Style Seekers to visualize themselves wearing Allen Edmonds shoes.

Content Marketing

Sensible Style Seekers use Google to research or pur-chase dress shoes. Allen Edmonds should continue using targeted advertising to stay relevant and serve as a re-minder when customers are browsing websites. As a brand, Allen Edmonds has many advantages and the potential to develop thought leadership in the dress shoe category. Content marketing will help raise awareness of the brand among Sensible Style Seekers. Paul Grangaard, Allen Edmonds’ CEO, has an established online personality as the voice of Allen Edmonds’ blog. His defined persona is an advantage that could be eas-ily leveraged for the brand by transitioning him from the role of blogger to thought leader.

Based on primary research, Sensible Style Seekers won’t move on to another pair of dress shoes unless their old ones are completely worn out. In this case, Allen Ed-monds’ shoe care supplies and recrafting services have

potential to attract the target’s attention. The most fre-quently viewed videos on its YouTube channels are its “shoe caring” series and the “Recrafting Process” video, which shows that the target is interested in these topics. Allen Edmonds can also reach out to bloggers by having them develop a series of articles about shoe caring and recrafting. In addition to shoe care and recrafting, Allen Edmonds has also developed a comprehensive system to measure foot size. This system could be used as a potential topic for content marketing. Currently, Allen Edmonds has been mentioned in arti-cles related to sizing and recrafting in The Wall Street Journal and Forbes. Some examples of these articles are “Feet Are Getting Bigger, and Many People Wear Shoes That Don’t Fit Right” and “‘Investment’ Shoes Give You Bang For Your Bucks.”

43

Content Marketing

With this information, Allen Edmonds can develop thought leadership in the top and middle funnels of content marketing. The top of the funnel focuses on the awareness stage and the middle of the funnel is the consideration stage. For both of these stages, Allen Edmonds should provide educational information and show the company’s knowledge and expertise. For ex-ample, Allen Edmonds can help Sensible Style Seekers reduce the anxiety they feel over choosing the correct size by using resources that the company provides.

Instead of using “Made in America” as a selling point, Allen Edmonds can use its brand history and handmade techniques with 212 steps to humanize the brand via social media and other content marketing methods. No matter what method might be used, the language of the content should come from a real human/brand with an authentic personality? isn’t the content coming from the brand?.How about that?

Similar content can also be used in native advertising. Sensible Style Seekers use different social media to stay informed. They also read online publications related to their work. Native advertising can be useful on social media platforms such as Facebook, and publications like The Wall Street Journal. Instead of convincing the tar-get to make a purchase, Allen Edmonds should provide relevant information that can help improve the target’s quality of life while also building respect for the brand.

One of the central traits of Allen Edmonds’ identity is the fact that its shoes are made in America. This fact is constantly reinforced throughout the brand’s presence. For example, it emphasizes that Presidents Ronald Reagan through George W. Bush wore the shoes during their inaugurations. Allen Edmonds also holds a large on-line and in-store annual sale titled “Rediscover America,” in which all shoes are 15 percent to 35 percent off. Patriotic language is used throughout its promotional material and is a core aspect of the brand’s voice.

“Made in America” resonates with its current, aging demographic. However, Millennials are the least patriotic American generation so far1. Seventy percent of Baby Boomers consider being American an important part of their identity while only 45 percent of Millen-nials feel the same way.

Primary research supported these attitudes on patriotism and “Made in America” products. When asked about their sentiments on “Made in America” and whether they go out of their way to find such products, the participants’ answers ranged from negative to neutral.

One focus group participant expressed distrust in what these products claim to be. “There’s so much outsourcing. Even if it was assembled here, there could be 15 places where all the parts of the shoe came from,” he said. “I’m a very ‘buy-local’ kind of guy... but I’m not going to pick out a shoe based on whether it was made in the U.S. or not.”

Made in America 1

45

Made in America

Another participant expressed a more passionate view on the subject: “I feel like sometimes when someone says something is made in America it’s like they’re trying to make a point that I didn’t care about in the first place and sometimes that’s a little annoying.” Allen Edmonds believes that “Made in Ameri-ca” is doing far more for the brand that it actually is. In fact, it is harming more than helping when targeting Sensible Style Seekers because they aren’t connecting with the idea.

While Allen Edmonds should not completely abandon its pride in “Made in America,” it should de-emphasize it as part of the brand image, especially on its website and on social media. It makes for a great origin story, but if it wants to draw in Sensible Style Seekers, it should focus its energy elsewhere so that it doesn’t alienate this not-so-patriotic target.

Loyalty

Currently, Allen Edmonds offers several incentives for customers, including:· An active email list and mailing list· Regular giveaways and contests1

· Very select (infrequent) sales throughout the calendar year· Catalog· Special offers online

While these opportunities exist, Allen Edmonds is not currently en-ticing Sensible Style Seekers into a first purchase because they are not top-of-mind when it comes to dress shoes. These few sales or giveaways may reach them, but they do not encourage a repeat pur-chase or help to build a personal relationship with the brand. The target’s two biggest barriers are size and price. Purchasing a $400 pair of shoes at the risk of them not fitting may cause the target to turn around and head back down the mountain.

1

47

Loyalty

Welcome to the Club1st time buyer rewards package AE Gentlemen’s League / The Total Package Package A first-time buyer rewards package would be attrac-tive to Sensible Style Seekers because they are price-sensitive and not dress shoe brand loyal. The promise of a package full of shoe goodies, advertised specifically for first time buyers both online and in-store, would tilt the scale in Allen Edmonds’ favor.

A rewards package welcoming the target to the Allen Ed-monds family has the potential to persuade them to buy their first pair of Allen Edmonds. This is a great way to immediately establish a meaningful relationship with the target once they decide to purchase. With the purchase comes a package of free shoe care essentials; this makes the target feel like they are getting

a good deal. Not only does this reassure the target that their investment in this pair of shoes is a sound one, but it also encourages potential brand loyalty in the future. Once a customer purchases a pair of shoes, he is part of the AE Gentlemen’s League and would receive an email like the one on the following page:

Welcoming the Sensible Style Seeker to this “League” will inspire confidence in him and give Allen Edmonds an opportunity to talk to him on a personal level. This con-nects with the idea that the target is ready to leave his days of cheap alternatives behind and grow into his pro-fessional self. The name ‘AE Gentlemen’s League’ plays off the pop-culture trend and the Bro Bible mentality that chivalry isn’t dead. These men want to show that they are gentlemen and should be taken seriously.

49

Welcome Sir,

You are now part of the AE Gentlemen’s League. Go on, pat yourself on the back. This is your literal first step to becoming the man you aspire to be. With your purchase of the Park Avenue Cap-Toe Oxfords shoe comes The Total Package Package It includes:

· One pair of Full-Toe Cedar Shoe Trees· Premium shoe polish· One wood-backed Horsehair Shoe Shine Brush· One cotton flannel polishing cloth

The items in your starter kit are essential to proper shoe-care. You are making a wise investment in yourself and we want to help you get started. We’re glad you’re here.

49

Sources

http://www.allenedmonds.com/aeonline/AboutAEService?catalogId=40000000001&langId=-1&storeId=1 http://www.allenedmonds.com/aeonline/InTheSpotlightView?catalogId=40000000001&langId=-1&storeId=1

https://www.facebook.com/allenedmonds?fref=ts http://www.huffingtonpost.com/2013/01/17/allen-edmonds-shoemaker-president-obama_n_2497836.htm https://instagram.com/allenedmonds/ https://www.linkedin.com/company/110290?trk=vsrp_companies_res_name&trkInfo=VSRPsearchId%3A3844772971428762744807%2CVSRPtargetId%3A110290%2CVSRPcmpt%3Aprimary http://www.marketwatch.com/story/allen-edmonds-the-great-american-shoe-company-partners-with-soles4souls-in-national-fundraising-effort-to-pro-vide-new-and-gently-worn-shoes-for-people-in-need-for-5th-consecutive-year-2014-03-11

http://www.nielsen.com/us/en/insights/news/2014/the-men-the-myths-the-legends-why-millennial-dudes-might-be-more-receptive-to-marketing.html

http://www.nytimes.com/2014/07/05/upshot/younger-americans-are-less-patriotic-at-least-in-some-ways.html?_r=0&abt=0002&abg=0 https://www.pinterest.com/allenedmonds/

https://twitter.com/AllenEdmonds

http://www.wsj.com/news/article_email/feet-are-getting-bigger-and-many-people-wear-shoes-that-dont-fit-right-1405466145-lMyQjAxMTA0MDEwN-jExNDYyWj

http://www.wsj.com/news/article_email/feet-are-getting-bigger-and-many-people-wear-shoes-that-dont-fit-right-1405466145-lMyQjAxMTA0MDEwN-jExNDYyWj

https://www.youtube.com/user/AllenEdmondsShoes/videos

consumer journey campaign book

Documents