Project in the Real World

"Audience. Just like aiming an idea at an audience, considering who comprises the audience-the demographics-should effect how you design a typeface" pg.130. This particular quote is important to me because it signifies how important is is to understand the consumer. I think although this is a product that anyone can buy, it is not particularly aimed at any age group. This is a product that people from any walk of life wear. The Converse shoe can be seen worn by artist such as "The Game" and "Snoop Dogg" in their music videos. If you were to walk over to a park it is very likely that you would see kids playing basketball, baseball, and football while wearing converse. The reason why I think it will be easy to market this product to a certain demographic is that you grew up with it as a kid so you know the name, you see music icons still wearing them today, and like I have mentioned many times, the quality and originality is unmatched. It is very easy to see why this product will be successful if aimed at people in the age range from 18 to 25. It will become more common to see young consumers wearing this product at parties, clubs, kickbacks, and other gatherings. Converse is a name that will never die out. Other brands will continue to come and go but Converse stays the constant brand that is is today. After this advertisement and presentation and advertisement, go try on a pair of Converse and see if it changes the way you see Converse. "Throughout the life of a campaign, which can run from a short time or a long period of time, you can create and maintain a visual look or framework" Pg 199. Converse, Lets play!

Creative Content

draw a storyboard

Promotion

"A good or even great idea is the heart of any effective campaign, especially those that resonate, that enter the popular culture, that change the conversation, that create brand sirens and advocates and loyalists, and that build communities" Pg. 93. One of the greatest possible advertisements is and event that appeals to people from a range of spectrum. I plan on throwing an event honoring people in music that correctly represent the Converse Brand. Kiss, The Ramones, Green Day, ACDC, and Led Zepplin or some of the rock bands that will be honored because of what they stand for. All the bands at the event stand for staying constant and never changing in the face of adversity. Those big names are icons and never changed under the pressure of all the controversy that they have created. Some of the people on the guest list will include pop culture and fashion icons such as Kanye West, T.I., B.O.B, Lady Gaga, and many more. These guests that i have mentioned are people that represent fashion and pop culture in the new age. The reason that i feel like this event would be helpful to the company is because they represent the music that people listened too and the music that will be heard for many years to come. Honoring rock icons is a great way to appeal to people from the older age range. Featuring guest from pop culture today is an amazing why to get people talking, get publicity, and get people talking bout the product. All the rock icons i have mentioned have all been featured in print on the Converse shoe. All the rock icons have connection to the converse name because they have all been feature on Converse. The pop icon guest are individuals that get people talking and individuals that are likely to have worn converse while they were young.

The Big Idea

 What has become the focus point of this advertisement is that Converse is accepted as a designer name although the price has stayed the same. "Change perspective or eccentric points of view" Pg. 82. In my opinion, the best way too look at something is ether to look at something through the eyes of someone who has already experienced it or through the eyes of someone you trust. Converse always encourages consumers to ask around if their not sure about the product. The vast majority of our customers are return customers because of one simple reason, "THE PRODUCT". If consumers weren't happy with the product, they aren't very likely to come back and purchase it again. Picture your self going out on the town in your usual dress shoes. Dress shoes are always a good choice when you are going out, you get in the club, and everybody is wearing dress shoes because they are afraid to something different. We are in an age were originality and individuality is what people seek. When consumers go out they don't want to be like everybody else, they want to be the trendsetter. "Unexpected comparison and contrast" Pg. 87. You don't expect people that wear converse to people that wear Ed Hardy because they are in two different price ranges. The one big contrast when comparing Ed hardy and Converse is the price, but think about this, Converse holds the original design, better comfort, and you can cover it with any design your mind can come up with. "Motivation and Inspiration" Pg. 89. The main inspiration and motivation behind Converse is keeping the consumer happy. There is no better feeling than receiving messages from people that have purchased your product and plan on buying it over and over again.

Competitive Analisis

"Emotional Benefit:an intangible asset based on feelings, not a functional characteristic of a product or service" Pg. 50. The Converse Brand has been around so long that people understand that it will exceed many expectations. When it comes to competition, few competitors can provide comfort like converse provides for its costumers. If you are looking to buy a shoe product with similar or better comfort, you are very likely gonna have to search for a product with a higher price range. Again is dare you to search for a product that has similar comfort in the same price range. When it comes to style, some of the competition has choose to incorporate the Converse Design into their own brand. Ed Hardy has been an up and coming brand for many years now, it is very easy ti see why they might be so popular. The Ed Hardy brand used the Converse shoe design with their own company designs. Phat Pharm is another company that has gained recent popularity from using the Converse design with their own images. Although Ed Hardy and Phat Pharm might use similar shoe design, they dont have anywhere near the quality of Converse. Ed Hardy might think that they are original but they are far from it, converse has been providing designer prints for decades. Converse have designs featuring big name music acts, pop culture icons, and custom cartoon designs. "Drawing upon life experiences may be one of the richest techniques for finding ideas" Pg. 82. Converse also occasionally offers the opportunity for individuals to create their own original prints. Creating original design is a great feature to have for those creative individuals that like to wear their creation. Converse gives plenty of space for anyone to show of their creativity.

Converse, Lets Play!

When your really ready to have a good time and play like a person really should you should check out the designer Converse. "Advertising is used in a free market system to promote one brand or group over another"Pg. 2. I don"t plan on convincing you to buy Converse, I plan on showing you why Converse is the Brand with the quality, comfort, and originality. "In an advertising agency, a conventional creative team is a duo comprised of an art art director and a copywriter"Pg. 10. This isn't an typical shoe advertisement, this a REAL consumer describing and sharing his experiences with a brand that has become the obvious choice for having a good time. "Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment" Pg.14. I have been wearing Converse ever since i was a young child i have been wearing my converse, the game has changed but you still play hard! As a company, we don't sell shoes, we share the experience like no one else can. I plan on showing you why the up and coming competition has come to use the same shoe design the Converse Brand uses. "In an overcrowded, competitive marketplace, relevant and engaging branding can insure efficacy for a quality product, service, group, individual, or commodity" Pg 48. This is an educational advertisement meant to inform consumers about the limitless possibilities with Converse. Talk to any of your close friends and family that has owned any Converse Product. The story that you usually hear from our product is that is surpassed all expectations with the quality and durability. No one buys shoes with the expectations that they will last more than a few months. When someone buys Converse, it comes with the expectation that it will last more than a few years.