Content Marketing at Sperry

Sperry has also developed a new log so that the promotional campaign can be upgraded. The second phase of the campaign included an experience of ambassadors regarding the shoes of Sperry; hence for that purpose, 80 ambassadors were decided to be selected (Rowley, 2008). The campaign has also promoted the experience of ambassadors through social media tools such as Facebook and Twitter and the best was also announced gift cards from Sperry. Several stores have been covered by the ambassadors to showcase their experience regarding boat shoes during adventurous trips. The subsequent campaign was connected to the sea which depicts the iconic element of the brand.

Question 2

Explain the key factors involved in targeting millennials

From the case study it has been observed that Sperry targeted millennials because the company aimed to highlight the adventure component and for that purpose, Sperry invited stories of people in different forms. However, some people felt that the campaign has targeted only those youths who prefer boating adventures. While targeting millennials, the company was not sure about the involvement of youths in the campaign (Resnik and Stern, 1977). Though Sperry had put lots of effort into collecting stories from the people and ambassadors, the company was unsure if youths would believe in all the testimonials of the ambassadors. Sperry targeted people on the basis of demographics in which Gen X (born between 1965 and 1980) and millennials (born between 1980 and 2000) were selected. This particular segment has been selected because customers from the US are more comfortable with the latest and trendy products.

The source of the internet has been selected to promote the brand because US customers prefer social media and technological aspects. Millennials have also been selected because they have the ability to pay for those products as the median income was US$35,300 (Lieb, 2011). Sperry decided to target millennials because the company felt that the subsequent branding strategy would persuade this particular segment. Further, the company also decided to appeal to millennials because it wanted to connect the millennials so that the synergetic effect of mixing rewards with adventure can be shown. The business also aimed to engage more customers for the purpose of enhancing the market share. Further, the UK, France, and Italy are the other segments that Sperry wants to enter and the purchasing power of those customers is high; therefore millennials have been selected.

Question 3

Discuss how a successful brand repositioning strategy can be formulated

The campaign “Odysseys Await” was adventure-oriented and it was prominently promoted on social media. In order to position the brand in the marketplace, it is essential for the entity to change customer segments so that focus can be made on all the segments (Lamb, Shipp, and Moncrief, 1995). Currently, Sperry has given the opportunity to the youths to get involved with the company so that new places can be visited and adventurous trips can be made. Further, Sperry also asked the youngsters to document their experience so that Sperry could showcase this in the promotional campaign. As per the brand repositioning strategy, Sperry wants to attract millennials so that the effectiveness of the brand can be promoted in the marketplace. The company aimed to emphasize acquiring better market share; therefore ambassadors and millennials were the chief target of the brand (Koiso-Kanttila, 2004).

Though the strategy focused on millennials; however it was not sure that even after watching, they thought of getting the shoe pair. Thus, the brand should not entirely rely on millennials because they might get attracted to another brand. In order to reposition the brand in the existing marketplace, new and innovative attributes as well as the utility of the brand can be promoted. This will also assist the customers to get products from Sperry. Further, the company should emphasize on pricing element because the pricing of products is one such dimension that helps the company to acquire the attention of the customers (HennigThurau and Klee, 1997). Moreover, the campaign should be promoted on different marketplaces so that all types of customers can be targeted from diverse segments. At the same time, the level of competition should be identified so that Sperry can ascertain the possibilities of long-term growth and success.

Question 4

Explain how a successful content marketing strategy can be formulated

Sperry has been promoting boat shoes through content marketing where the experiences and opinions of millennials and ambassadors have been recorded and shown to the public. Further, the subsequent strategy of the brand shows that Sperry emphasizes customer experience and on the basis of that experience, they promote the products to other market segments. In order to develop an adequate content marketing strategy, Sperry should include only relevant, authentic, and factual information to persuade the customers (Churchill, 1979). The content marketing strategy must be customer-oriented so that it can drive customers to get boat shoes. At the same time, creativity should be there in the promotional messages so that customers' mindsets can be diverted. Further, to make the strategy highly effective, Sperry should make changes in the content where stories and experiences of customers should be included not in the form of brand promotion but in the form of showing the utility of the product. Social media and other effectual tools can be used to promote the brand in numerous marketplaces (Angelmar and Stern, 1978). Thus, Sperry should consider these aspects while formulating a content marketing strategy for b

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