By: Blake Boudreau
Remember when Crocs were popular and everyone had to have a pair? Crocs were once part of a fashion trend about ten years ago and could be seen on the fashion run way or even being worn by chef Mario Batali. Currently, crocs are not as popular as they once were. The company has been forced to close down stores and get rid of their leather boots line due to the company’s over-expansion.
The company is now trying to make a marketing push to increase the sales on their original clog that made them famous in the first place. Crocs are a versatile, comfortable, and effective piece of footwear, which makes consumers still interested in them. Although, to get consumers exposed to this product again there needs to be some sort of media buzz around them. The company realizes this, so they’re making a 10 million dollar marketing push. This new marketing push is being lead by ad agency Mckinney. Ads will show: an array of umbrellas and chairs in the shape of a clog on the beach; others envision the clog as a cloud in the sky, a swimming pool, cluster of fireworks above the skyline or a forest in the middle of a tropical island. All or these ads will be in the shape of a crocs clog.
By making this marketing push, its shows that consumers can wear this product in different situations and activities while being comfortable at the same time. “They may not wear them every day, but they will find there are moments in time when they are great to wear,” said Peter Nicholson, executive creative director of McKinney in New York. “They’re super comfortable, there’s no denying that.” This marketing push will be focused in the U.S, U.K, Germany, South Korea, Japan and China. They will market the product by TV, Digital and out of home ads.
I believe that Crocs is making a smart decision by investing $10 million into the marketing of their clog product. This product was once very popular at one time and was even considered a fashion trend. Now that the product isn’t as popular any more it’s a good idea to advertise this product and create some buzz around it. I believe that they should try to market this product to old consumers but also new consumers of a younger age. Yes, this footwear is not something you would wear everyday, but by them showing consumers that you can wear them doing multiple different things it is attractive to the consumer. If you were to buy this product it wouldn’t limit you from using them to just one thing. Rather, you could use them for multiple different situations. Personally, I believe the clog is a great slipper that you can wear both inside and outside because you can just slip them on. I would use the clog as a water shoe, sandal and just a basic shoe to wear causally. If Crocs markets its product to the right target market and continues to make its products relevant to consumers again, I feel as if they will be on the right foot again.
If Crocs new advertising plans are successful, I believe the company will also need to focus on figuring out the right retail stores to sell the merchandise, along with the right online retailing websites. Will these ads be enough to get consumers to buy crocs again? Or will crocs need to offer sales promotions to get consumers more attracted? There really is no answer right now; only time will tell if this marketing push worked, and effects should start showing in about a year.