April 6, 2022

Adaptable Natural Ethical - FELT boots! Marketing planning

Promoting Russian felt boots for EU market

Wool felt counts among the oldest textile materials in the world and is the typical upper material for slippers.

Hypothesys:

  • The boots are handcraft and can't be produced in large amounts.
  • High-quality woolen felt, an eco friendly material and the hadcrafting process can be presented as a modern way to approach sustainable living and reducing of the carbon impact on nature.
  • Anatomically shaped footbed, The type of the adjustment the valenok has is typically called suede, the type of shoes worn at home.
  • A classic model, the sole can be adapted to all feet types, no matter the shape of size.
  • Many EU and Asian homes have a problem of cold floors due to the common hard floors like tiles and laminate. In the summertime a working AC is a sure way to drain away any feeling of warmth or cosiness in a room, especially feet that are closest to the floor and cold air. This causes so called cold feet.
  • Most of women have a problem of cold feet when it comes to the working AC at home or at work, where women tend to have a preference of the higher temperatures than man. The product can become a part of a old tradition way to healthy living.

Target audience:

Surfers, sustinability activists, yogies, eco-lovers, women with "cold feet"

Channels

  1. Kickstarter checking the audience 30k$
  2. Landing page+Shopify, Social media: Instagram, Pinterest 5k$
  3. Partners stores placements: yoga brands like Lululemon, eco clothes stores, coffee shop companies, essential oils brands, surf brands shops, women heath centers
  4. Indoor collaborations: Coffee shops, yoga centers 5k$
  5. Digital collaboration: medical topics PR about cold feet syndrome, essential oils brands like DoTerra 10k$
  6. Amazon Store page 10k$

Message

  1. Sustainable and eco friendly personalised "second skin", natural and ethically felted. Support the nature and donate with a purchase.
  2. Handmade felt slip-on mule boots are individually handcrafted, with inside sole padding for comfort and finished with hardwearing leather suede soles.

Expected price - 130$ per paire

If we put it all in a matrix - here is what we get:

let's think about time frames, Placements and Budget and do the rough math

Roughly if we spend 25000 $ we could gain up to 468000 $

Conclusion

With all of the above we can count the rough steps on the promo path for the NA/EU market.

  • Step 1. Starting with a fundrasing campaign we can boost the main audience research
  • Finding collaboration partners both for outdoor and didgital presence will assure the new investments support and brand awareness among the target audience field
  • With partners support and Kickstarter campaign success we can release the Step 2
  • Step 2. Landing page and PR promotion. With the landing page we can lead the ad conversions and spread the brand awareness with PR and Ad campaigns. Lead to fundraising
  • Finishing the fundrasing acan assure the Shopify support on the website with launch of the sales together with partner placements sales
  • Step 3. Launch Amazon sales with the support of a ad chat sales

Here are the expected numbers of income with a positive scenario of Step 1.

Thank you for reading this article!

Feel free to contact me: [email protected]