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Expanding reach for a mature men’s footwear brand by identifying priority target segments

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The challenge

Despite a loyal customer base, a men’s footwear brand needed to drive new growth by expanding beyond their current target. Media spend had low ROI because they weren’t sure who to target, where to find them, or how to talk to them. Without a lot of research under their belt, they weren’t sure where to start.
We knew that without an understanding of the broader marketplace and deep insight into the attitudes and beliefs that drive customer choice, marketing initiatives would continue to be a shot in the dark.

 

The method

We designed a segmentation using our CustomLink approach, grounded in the principles of human truth, divergence, and actionability.
  • We incorporated attitudes and beliefs as much as actions and behaviors. A segmentation must be built on not just what they do, but whythey do it. Upfront qualitative explored values, priorities, and beliefs that influence footwear decisions.
  • We designed for differentiation. A potential customer might find style and value equally important, but there will almost always be a tradeoff between the two. Our CustomLink approach leveraged semantic differentials to tease apart meaningful target differences.
  • We brought the targets to life. Using deep-dive qualitative groups, we helped put a voice to the data and a face to the name so that the new targets became recognizable and actionable.

The impact

The team leveraged the target segments to expand the brand’s reach, engage a younger audience, and optimize ad spend to make it count. Three years later, the C-suite uses the segment names in their daily vernacular and continues to fine-turn marketing initiatives based on our recommendations for how to find and talk to each segment.

“Through recent consumer research we discovered a unique opportunity to shift perceptions about our brand. We have made great strides in expanding our product offering into apparel and accessories, developing innovative comfort technology, and creating a product line that is relevant to today’s consumer.”

CMO, Leading Footwear Brand

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