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Timing - Spring/Fall 2003
Objective
To assist Timberland outdoor performance division to gain more acceptance and credibility with the outdoor
community and their sort specialty retailers as well as their big-box retailers.
Solutions
The overall solution was to create a fully integrated grassroots marketing plan. This included strategic
planning, mobile marketing, experiential tour for both consumers and trade, advertising, custom publishing
database assets and an insight study.
The insight study was created pre and post project in order to measure results. The quantitative survey was sent
electronically to ca controlled list of outdoor enthusiasts in six target markets. The purpose of the survey was to gather insight
regarding attitude, usage and awareness, advertising awareness and effectiveness, brand awareness and purchase intent
: 600 surveys were tallied pre and 600 tallied post campaign
Results
Gen-A Marketing conducted a successful pre- and post-campaign survey, significantly improving perceptions of the Timberland
brand against the target audience and increasing brand awareness.
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