ADV10001 Principles of Advertising 1 Client Brief THE CLIENT: Active Feet Active Feet is a Melbourne based company who specialise in correctly fitted footwear using instore treadmills to assess customers’ walking style. There are four retail outlets across Melbourne, in Prahran, Heathmont, Camberwell and Sandringham. All stores are situated on strip locations with their fitting technology, the treadmills, displayed in the front window. Active Feet stores are presented as a destination store not a browsing store. Current customers generally know about the store before going in, either through referrals, recommendations or from experiencing the brand before. Their marketing communications strategy in the past has focussed on local newspaper advertising with some sponsorship of small Melbourne based running competitions and events. However sales have been declining recently as many consumers view sports shoes as a nonessential so will either delay replacing existing shoes, or opt for something cheaper. KEY CHALLENGE To convince consumers that it is worth investing in good shoes properly fitted as this will provide better value for their dollar and cost less in the long term. STRATEGIC RESPONSE You will need to use primary & secondary market research to investigate, define and answer the points below. Primary research on the footwear industry can be sourced from the Swinburne library; try IBIS industry reports. Where are we now? Research to uncover information and insight across the following areas:  The category  Key competitors  Target market What’s the insight? Use your exploration of these areas to define and articulate (a) the key problem and (b) the key consumer insight Where could we be? Based on your research and insight, define the opportunity for the client How do we get there? Outline a strategy that will help the client realise the opportunity. This should include sufficient information on the client and the target audience plus a summary of:  Key objectives for the campaign  A core strategic idea ADV10001 Principles of Advertising 2  Recommendations on how to bring the idea to life (ie: creative approaches, media channels, promotional vehicles, etc).  Key success measures – how will the campaign be evaluated All recommendations must be supported by references to research (primary or secondary) and to key advertising and marketing theories and models. MANDATORIES  Strategic support for your recommendations. Provide the “reason why” to back-up your thinking using both primary and secondary research.  Reference all research sources correctly both within the report and in the listing.