Final Feedback Conclusion

- I feel that they are a very comfy and practical shoe. I do like them and I enjoy wearing them but feel that the colours mean that I have to work my outfit around the shoe itself rather than wearing the shoe as an accessory.

- I think New Balance need to do something/ launch something to tip them into popularity. People seemed unsure about the brand and whilst having a positive feeling about them I think they feel unconfident about being the first to wear New Balance as a lifestyle shoe.

- The logo isn't too well known and this needs to be pushed.

Overall....

- I would push the logo as to raise awareness of the brand image.

- I would push the idea that they are fresh to the style market and not associated with the 'chav era' unlike their competitors.

- They are not yet mainstream or commonplace and so, ideal for people who like exclusive things and quirky brands.

17th March 2011

Went for a coffee with Harry (aged 25) and Adam (aged 23) I knew from school. I told them about the project you lot were doing and was wearing the shoes with some jeans and a black american apparel t shirt. Harry had heard of New Balance but again associated them with sport. Adam hadn't heard of New Balance and didn't recognise the brand logo on the shoe. They both seemed to like the colours and style but seemed slightly unconvinced in buying some as they seemed unsure about New Balance's popuarity as a brand.

16th March 2011

Went to The Big Chill bar this afternoon - it was warm and sunny and we sat outside. The shoes seemed much more appropriate in the sunny weather than with wintery clothes. Was with Tom (aged 27) and Nick. I asked Tom about his knowledge of the brand and his opinions on the shoes. He said he had heard of New Balance but wasn't aware they sold good lifestyle shoes. He thought of them as a high end sports brand. He did like the shoes and is keen on shoes with bright colours and currently likes that trend. He seemed to have a very positive response and I felt he would consider buying some.

14th March 2011

Decided to wear the shoes to football training this evening. Thought it would be a good idea to get opinions from a group of people of a similar age group to me. Dave (24) liked the shoes and owns some of the sport shoes himself and loves New Balance. He thinks they are the comfiest sport shoes you can buy. One problem I did encounter is that my outfit was quite sporty and the lifestyle shoes actually looked liked sport shoes when I was wearing them. I concluded that it is actually quite important to consider what I wear with the shoes to stop them looking like sport shoes.

Week 3

Spoke to Lauren on Sunday 13th and she told me that I should wear the shoes and openly inform people of the project and what I am aiming to find out. Will aim to find out max. info about opinions and ideas about how New Balance could target consumers with the campaign you guys are creating.

Photos

Week 2 Analysis

Overall this week people seem to respond well to the shoes when i ask them if they liked them. However, I get the general idea that people aren't really aware of the brand or of the logo. Maybe something to push in the campaign? The bright colours of mine definitely appeal more to the young audience. People seem a little unsure about New Balance as a whole, possibly because they are still slightly unknown for lifestyle shoes.

12th March 2011

Spent the day at Borough Market with Jo. I asked her if she liked the shoes and she said she did but had to ask what brand they were and she wasn't aware of the logo. She said she hadn't really heard of the brand and hadn't noticed them in store.

11th March 2011

Wore the shoes for 'Casual Friday' again at work as this time I could mention the shoes and encourage feedback. I thought this was an ideal place to wear them as the people working alongside me have a good knowledge of trends, marketing and brands and so, I thought they would give good feedback and potential ideas.

I asked a couple of the guys (aged 27 and 35) in my department what they thought of the shoes and they said they liked them and had considered buying a pair of New Balance trainers. Simon (aged 35) said he would choose a pair that were less bright and colourful.

The shoes were so comfy - had them on all day and they are already the comfiest shoes I own.

9th March 2011

Wore the shoes when i went shopping on Oxford Street after work. Went with Cameron and Nick and met some other friends after and went to Wagamamas. I diverted the convo to new brands and shopping and mentioned the New Balance shoes. They said they'd heard of them and had seen them in Office recently but weren't sure about buying any as they weren't sure what other people thought of the brand.

Week 2

Spoke to Lauren on Sunday and she told me that this week I should wear the New Balance shoes and encourage feedback without being too obvious about why I was wearing them. Will be wearing them over the next few days and will record my diary and feedback.

9th March 2011

Documented a list of brands I've used today. Should help to give you some idea about the types of brands I currently use:

I got up at 7am, had breakfast and went to work then to football training, came home and cooked tea then got ready to go out for a drink with Nick and Cameron.

Radox

Colgate

V05

Tres Emme

Sure

Paco Robanna

Zara

New Balance

H&M

Urban Oufitters - Urban Renewal Collection

Vintage (T-shirt)

Tesco

Kelloggs

Lurpak

Marks and Spencer

Costa

Apple

Sony

Pret a Manger

Facebook

Adidas

Nike

Lucozade

Tesco

Yeo Valley

Itunes

H&M

Topman

Disaranno

Coca Cola

Wrigleys

Smirnoff

Schweppes

8th March 2011

7th March 2011

There's a vid on Youtube that may inspire you all - got shown a while ago at work. When some of the Hill and Knowlton team were filming for Gilette they had the camera filming backstage, behind the scenes and got Roger Federer doing a trick shot. The vids had like 8 million views. Lauren mentioned that your campaign won't be tv or mag and so, thought this could be a good way of getting attention. Form of viral vid is good because it's not like TV when people are basically forced to watch an ad, instead people are choosing to go online, find and then watch the clip themselves.

I've put the link in below:

6th March 2011

Just thought I'd give you a heads up about an up and coming marketing technique Hill and Knowlton have been using recently - it's called Partnership Marketing. Basically, you associate a brand with a form of entertainment e.g. Banks and the Premier League (however you don't use the brand as a sponsor). It appeals to the emotional side of the consumer and appeals to consumers' passion points.

5th March 2011

Week 1: Conclusion

My general opinion is that I like the shoes - they are cool, retro, not mainsteam and I like the colours of the shoe. A key positive attribute is that they are unique and not commonplace yet.

In terms of wearability I find them quite difficult. My mentality is that they are more of a summer shoe to be worn with shorts. I can't wear them on a night out as they are too casual and I'm not too sure what to wear them with. I look at them as a casual, typical man about the town kind of shoe i.e. wearing them to the pub. However, maybe consider that the current trend of chinos (which I wear a lot) is making it quite difficult. If jeans were more on trend maybe it would be easier to wear them.

Key points to consider in the campaign:

You need to carve out when I would wear them

They're a good brand as their name isn't tainted by the chav era. They have no link to the 90's trend of Reebok / Adidias Hi - tops. In theory they are a fresh brand.

4th March 2011

We have 'Casual Friday' at work each week and this week I wore my New Balance shoes.

I decided to wear them as they were very comfy and ideal when I was on my feet all day. Very casual shoe which seemed ideal for the day.

No comments were made by my colleagues about my shoes.

2nd March 2011

Wore the shoes to Tesco today when I went food shopping.

Thought it would be an appropriate occasion to wear them as they are casual, comfy and they went with my casual outfit (jeans and a grey Zara jumper).

I didn't recieve any comments or any feedback / opinions. I kept an eye out to see if anyone looked at my shoes or paid them any attention but they didn't seem to.