In marketing outfits, shoe market is never exhausted. There are many existing companies making good shoes. However, a new brand will always do better if it meets the customers' taste and preference. I find it profitable to start a shoe brand to sell locally and later globally. The aim is to make large profits with footwear. Considering previous statistics from American apparel and footwear association, in 2008, 2.2 billion pairs of shoes were bought by Americans in that year. With regard to this number of customers, a good new brand with a reasonable price will fetch a good number of customers who will then help in advertising it. With a good survey of the market, women non-rubber shoes are the bestselling (Sandilands, 2017). Therefore, that is a potential market for a new shoe company to capitalize on. This product is worth investing in because the market demand is high and hence new supplies will still acquire a considerable market share. Thus, I decided to start a company that will produce women non-rubber footwear and markets it locally through various platforms.
For instance, there are common features that people look in shoes. The product the company will produce is aimed at meeting all the primary customer requirements. The shoe will have a comfortable fit which many current shoes lack. The primary consideration will be making world-class footwear, and therefore the main competitors will be big brands like Nike, Puma, and others. Hence, without meeting the market demand characteristics, the shoe will not sell well. Hence, the philosophy of this company should be making a high-class look shoe with added features that are not yet ventured into the market. For example, the material and the exterior design should be quite different from the existing brands (Sandilands, 2017). However, the company can also make brands that resemble the ones already available in the market but consider adding at least one feature that will help it gain the market demand.
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In essence, making a new brand of shoe does not mean one will start a manufacturing company. There is great need to find a good shoe manufacturer who can make the selected shoe design. The manufacturer will give written quotation for different shoes available in the market. The manufacturer will also give quotations of your approved design considering all the characteristics. Moreover, the manufacturer will advise on the best quality to produce and the quantity to start with because manufacturers have a better understanding of the market. A small shoe manufacturer may decide to start with lower amounts of shoes initially until the brand picks. On the other hand, a big manufacturer can advise one to make huge quantity and make it flood the market to reach many places within no time to test the market. The capital available will define which manufacturer one will use (Sandilands, 2017). The quotation given will also assist in allocating available resources and help persuade people to give more support.
After getting a potential manufacturer, one requires finding a good graphics designer to create a logo for the brand. Check with the trademark and patent office to make sure the brand name and logo are unique and that no other company has used it before. Checking reduces legal complications that one would face if found using another company's logo on its products without rights of use. Notable, the brand name and the logo will help in meeting the audience with confidence. The best way to meet local customers with a new brand currently is online. One requires creating a website and making brochures for the brand. The website will meet with the online audience while brochures advertise physically. The two will also assist one in recognizing shoe stores that would like to retail the brand. The feedback from the two platforms will also assist in identifying places to adjust. The audience will also give feedback whether they are satisfied with the quality or you need some improvement. The untraced audience will also show up requesting shoes in their places. These platforms will enable the company reaches the unexpected audience. In the beginning, all audience will be the same (Sandilands, 2017). They all need to be convinced that the new brand is worthwhile. However, as time goes one will establish frequent customers who know the brand already and will only need feedbacks on their inquiries. Besides, new customers will be recognized and will be handled differently.
Notably, for one to maintain the flow of customers and a good flow of production, one has to assure customers credibility and trust. Credibility and trust are qualities that one earns after some time interacting with a certain audience. The main thing in earning credibility is consistency. A customer needs attention if he calls for one. Attending to a customer right away will create trust and earn you credibility. Using digital technology in marketing has made it easy to sell good but requires efficiency, automation, and mobility. One requires adding testimonials on the website page. Testimonials are very influential tools for earning credibility with customers. Your customers tell others about your products and services and how they have benefited his or her business. Also the difference the product has to others of the kind. On the other hand, one should include reviews both negative and positive on the website to create trust. Posting only five-star reviews on the website will create a sense of doubt in customers. Variety of reviews of moderate level creates confidence in customers making them believe one is not perfect but is trying to solve arising issues (Pang, Begam, & Chee, 2014). Creating trustful review is hence paramount in earning credibility. Also, online websites marketing needs more than just a website. A good marketing website includes user experience offering other services like a mobile response. A fully functional website with a simple but effective design which is accessible by multi-browsers is also a feature that will earn one online customers’ credibility.
Online marketing is the best way to market a new brand internationally. There are various reasons why one should choose this channel for new brands. One of the key aspects is convenience. Online marketing requires no store for one's goods, and one can work around the clock without worrying where about. Online marketing is also convenient for customers because they can always make orders online when it is convenient for them. Notably, when marketing online, one is capable of breaking distance barriers and can sell in the whole globe. Also, the cost of opening distribution outlets is minimized because one can sell directly locally and in all regions or through retailers. The cost of maintenance and property rental is also minimized. Hence, online marketing is pocket-friendly than physical marketing. In addition, the online market audience is very large, and one is able to identify a potential customer to approach. Through the online platform, one is able to take advantage of growing importance of social media panels (Ilieva, Baron, & Healey, 2002). The relationship between online customers and the producer of the brand is also more cemented than the physical one. Notably, online customers communicate with the seller more often than a physical customer and hence creating a concrete relationship. To sum up, footwear market is never exhausted and has room for new brands. Hence, making a new brand for women can catch a good market share if well-advertised. Online marketing is the best platform for a new brand because it is associated with a significant audience and it is easy to convince them.
References
Ilieva, J., Baron, S., & Healey, N. M. (2002). Online surveys in marketing research: Pros and cons. International Journal of Market Research, 44(3), 361.
Pang, A., Begam Binte Abul Hassan, N., & Chee Yang Chong, A. (2014). Negotiating crisis in the social media environment: Evolution of crises online, gaining credibility offline. Corporate Communications: An International Journal, 19(1), 96-118.
Sandilands, T. (2017). Small business. How to Start Your Own Shoe Brand. Retrieved from http://smallbusiness.chron.com/start-own-shoe-brand-18372.html
