Red Wing Shoes Richmond Case Study
Red Wing Shoes is a national brand, but here in Richmond the Gardner family has sold and represented Red Wing for years and years. What started as a family business has turned into much more, and we helped a bit along the way! Our multi-faceted approach to marketing is highlighted in our case study below.
We started working with Bill Gardner (the third generation owner) back in early 2011, after working with him on the radio side of things. At that point, Bill had run radio successfully for years, and established the brand Red Wing as a trusted market leader. He wanted more. We worked with Bill and the team at Red Wing Richmond to tighten up the budget, establish a local website and ongoing monthly e-blast campaign, develop a social media (facebook) presence, and diversify our message across multiple ethnicities and demos (adding urban and Hispanic radio). We’ve utilized other forms of traditional media as well, such as television (Cable, Monday Night Football specifically), outdoor and direct mail.
In house, we launched a simple yet effective “Customer of the Month” register to win platform, where we capture basic contact information in exchange for a chance to win a $150 gift card. We draw a new winner each month, and announce this winner via our monthly e-blast and on the Red Wing Richmond Facebook. We’ve utilized other forms of traditional media as well, such as television (Cable, Monday Night Football specifically), outdoor and direct mail.
In addition, we also took a budget that the client was spreading over 12 months and condensed it almost entirely into the September-March “peak selling season.” In doing this, we increased monthly boot sales and accessories revenue during both the peak and non peak seasons. Since partnering with Bill on this account, our digital presence has exploded, along with sales. The only downside? We’ve become a victim of our success. Each year we need to continue to grow! Hey….we’ll take that problem any day. See some examples of how we executed this multi-layered strategy below.
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