The opinions of Internet users are important in the purchasing process. And also in acquiring new customers and retaining the existing ones. As part of our work for the Demar brand - a leader in the production of professional footwear for anglers and hunters - we promoted Demar children's galoshes. The brand produces not only footwear for professionals, but also high-quality shoes profiled for the specific needs of the youngest generation.
When shopping, consumers pay attention to the quality of products, the way they are made, the country of origin of the materials from which they were made, as well as the speed of shipment and contact with the company. In the case of stores specializing in online sales, the shipping time is important, as well as the brand's contact with the consumer. Demar children's galoshes were positioned by us - and still are - as high-class and comfortable footwear.
Category leader? Demar children's galoshes
The Demar company has a strong market position as a Polish footwear manufacturer. The brand is associated with both anglers and hunters. It produces durable galoshes that will work in all weather conditions. Demar children's galoshes are a new category. How to promote such a specialized brand among parents? Extensive marketing and reaching the customer through multiple channels is essential.
What is important when building communication strategy brand? Defining the target group. In the case of a product such as children's Demar rain boots, the recipients are parents, i.e. adults aged 20+. Profiling the brand anew is a challenge, because mainly the manufacturer was associated with professional footwear for hunters and anglers.
Demar children's galoshes and positioning
The task of our agency was content brand positioning online. Research shows that almost 80 percent of Poles buy online. Women are much more likely to do this – they make up 53 percent of buyers. People aged 35 to 49 are the most likely to shop online, accounting for 34 percent of shoppers. And why do Poles decide on such a solution? As much as 62 percent indicates that online stores are always available, also regardless of the pandemic situation. We remember when shopping malls were closed during the pandemic. 53 percent of Poles indicate that online shopping is faster than those in brick-and-mortar stores, and 44 percent. says it's cheaper online. 35 percent believe that buying online is safe, and 11% appreciates the fact that he can do his shopping anywhere: at home, at work or during lunch in a restaurant.
What does this data say? Demar children's galoshes are a product that should be positioned on the Internet among groups most willing to make this type of shopping. A coherent message is important, as well as acting in accordance with the developed brand strategy.
How to position a brand?
The most important thing is to define target audience. You should answer the question: who are our customers and what they expect from us. Demar children's galoshes are intended for the youngest generation, but the purchases are made by adults. And this is the best way to position the brand. It is important to keep track of what steps the consumer is taking as well as what content he or she desires.
The next step in the positioning of a product such as Demar children's rain boots is to create a content plan. Acting intuitively is not a good solution. When designing a communication strategy, it is essential to rely on numbers and consumer data. The focus should be on each consumer who might be a potential buyer. It is often necessary to test various tactics.
Demar children's galoshes positioned on the blog
The Demar brand has its own blog. Interesting content that helps promote products is positioned on it. How to use a blog as a sales tool? Engaging content helps you achieve natural positioning on Google. Interesting articles will be shared very quickly by other people - like a virus. Content should be a reliable source of inspiration for consumers. It is also important to create content that will be consistent with the entire brand image, as well as to match the graphic design.
The next step in brand positioning is presence on social media platforms. The brand should match the type of content to a specific medium. In the case of Facebook, companies generate sales and lifestyle content, while Instagram is product-related. LinkedIn, on the other hand, is a typical business portal.
Demar children's galoshes have been positioned on the market with a specially good strategy. We took a step towards conducting extensive content marketing, and we also researched the brand's areas of interest. It was important to select and identify target groups. We also acted in accordance with the vision and mission represented and guided by the brand.
Brand positioning is a long-term process. A properly selected tactic will allow you to achieve the intended results.
