A Runner's Dream

Advertising Campaign 2012

            Can you recall when the original version of Nike Shox athletics sports shoes first released approximately eleven years ago, in 2001? The renowned shoe features four round cylinder-like columns on the heel that provide cushion, absorbing the impact of the heel when striking the ground and falsely claiming to provide “spring back” support. The shoe was inspired by the spring indoor running track at Harvard and inaccurately convinced athletes, inspiring athletes, and myself that the shoe contained athletic ability and skill within the springs themselves. The Nike Shox athletics sports shoes are a prime example of how advertising and a considerable play of special features significantly affect consumers, thus increasing sales. However, Rasics athletic sports shoes are better and this must be displayed through our advertising. Through “The Runner’s Dream” campaign, Rasics will increase sales, as well as revolutionize running as a whole.

            Both beginner runners and veteran runners alike, take purchasing a pair of athletic running shoes very seriously. The pair of running shoes can make or break a run, as a bad and cheap pair of running shoes can harm a runner’s body. Likewise, people tend to believe that a good and expensive pair of running shoes can only improve a runner’s body, making them a faster and better runner. This perception is not entirely false and is one that we, as the Rasics product market, should use to our benefit. Rasics has been voted second best as the runner’s favorite shoe, by Runner’s Magazine, consistently for four years as of November 2011. This year, 2012, Rasics athletic running shoes, will stay ahead of both Nike and Brooks athletic running shoes and beat out our number one competition and the leading manufacturer of running shoes, Asics.

            When looking for a reliable running shoe, every individual wants to feel catered to, by both the company and the shoe. Every consumer wants to feel as if the product was made specifically and especially for them. This is imperative to runners. Every runner wants to feel as if the running shoe was created particularly for their precious feet, designed by knowledgeable runners themselves. This year’s advertising campaign for Rasics athletic running shoes will not only consist of selling the running shoe itself, but rather selling the running experience as a whole.

            According to Sir Roger Banister, the first recorded runner in history to run a sub four minute mile, “The more restricted our society and work become, the more necessary it will be to find some outlet for this craving for freedom. No one can say, ‘You must not run faster than this or jump higher than that.’ The human spirit is indomitable.” Rasics athletic running shoes will provide and maintain the resources necessary for this coveted and craved freedom and hopes to advertise this in the advertising campaign for 2012. In order to portray running as a sacred and rejuvenating experience rather than a task, Rasics advertising campaign will consist of providing the ultimate running experience package. “The Runner’s Dream” will be the full experience package. The package will be included with the purchase of every pair of Asics shoes for a limited time only; we plan to include the package for approximately six months following the release of the Runner’s Dream series athletic running and training shoes. The Runner’s Dream package will contain two books, a free downloadable running soundtrack on iTunes, a cleaning kit for the shoes, a Rasics water bottle, a Rasics t-shirt, and a Rasics sweatband. The two books featured in the package will both be from the Rasics Company; one being an inspirational running quotes book and the other being a running manual and guide to better running. The Runner’s Dream package is intended to allow all Rasics consumers to feel equipped, eager, and at ease with the running experience.

            Prior to purchase a pair of shoes from the Rasics “Runner’s Dream” series, a manual will be provided in participating stores for all Rasics consumers. This manual will help inform customers on how to decide on the right running shoe. Similar to magazine questionnaires, the guide will start at the top with the type of running an individual plans to perform, whether it be long-distance, all-terrain, sprinting, and so on. The questionnaires will simply then continue with arrows pointing to the next question based off the participant’s answer. This guided questionnaire will lead accordingly to one of the five different types of athletic running shoes features in the Rasics Runner’s Dream series. Customers will be able to then tear out a perforated image and title of the shoe, bring it to a sales assistant, and receive a ten percent discount on the specific shoe for using the Rasics questionnaire. This promotion will gain consumer attention and benefit Rasics customers.

            Along with The Runner’s Dream package and promotional questionnaire discount, the 2012 Rasics advertising campaign will also feature many visual advertisements as well. The majority of actual visual advertising promotion will take place at community parks, membership gyms, and community workout facilities. College campuses will be included as well, as students will receive a ten percent discount with the presentation of his or her student ID. The visual advertisements will be black and white only, as it can be eye catching if portrayed correctly and is also cost efficient. The running quotes featured on the advertisement will be somewhat cynical and humorous as to gain attention. By placing these visual advertisements at community parks, membership gyms, and community workout facilities, the targeted population of runners will be reached.

            The 2012 advertising campaign for the Rasics Runner’s Dream series athletic running and training shoes will benefit the consumer, as well as help the Rasics company make it’s way to the top of running manufacturers. The advertising campaign is intended to provide the fundamental gear and materials for the ultimate running experience.