![]() ![]() The second series is Red Wing's Technology Videos. We just want our viewers to identify the sculptors' ethos with our own." "We don't focus on Red Wing boots in the shots. "The Crazy Horse sculptors' dedication to doing the work right, without rushing, and with the goals of craftsmanship and quality foremost in their thoughts, ties in directly with our brand," McClurg said. Today his son and four workers are continuing the work. Meant as a Native American rebuttal to nearby Mount Rushmore, the much-larger statue of Crazy Horse was started in 1948 by sculptor Korczak Ziolkowski. There's a fun piece on The Big Boot (the world's largest boot as certified by the Guinness Book of World Records Red Wing Style 877, size 6381/2 D), another on Shoe Repair (Red Wing boots are often rebuilt for their devoted owners), and a short documentary on the Crazy Horse Memorial being carved out of South Dakota's Black Hills. Foot Tannery (yes, all that shoe leather has to come from somewhere), and The Puritan Stitch Machine (an 80-year-old sewing machine that is still used to triple-stitch Red Wing boots). Topics covered include The Factory (an inside look at how Red Wing Shoes are lovingly made by hand using antique machines), S.B. There are currently eight of these available on the site. That's a message that really resonates with this audience."Ĭurrently, Red Wing Shoes has two different styles of short videos online. ![]() So our message is all about quality products being built by craftspeople just like them. "These are guys who view themselves as modern craftsmen: They don't relate to the term ‘blue collar' at all. "We are building brand awareness where the young working guys are," explained Maurice McClurg, Red Wing's marketing manager. What makes this seemingly quaint message so modern is Red Wing's canny understanding of its brand target. The visuals - a mix of real employees patiently and expertly hand-crafting boots supplemented by heartfelt worker interviews - hearken back to a time when the quality of a person's handiwork defined who they were. The proof: Visit, and you'll see plenty of black-and-white historical images plus plain-spoken slogans such as "Work is Our Work" and "Hand crafted, purpose-built boots made with pride." Or watch any of the company's many corporate videos on the site, and you'll experience the same message. Think of it as a "modern in the background, classic in the foreground" marketing strategy and you'll get the gist. On the other hand, Red Wing's marketing approach is very much in the 21st century, while remaining true to the brand's heritage. Mindful of its reputation, the company still uses the same hand-crafted techniques and old-style industrial equipment - some of the machines date back to the company's founding - to keep making the quality shoes its customers expect. To say that Red Wing Shoes takes its heritage seriously would be an understatement. For over a hundred years, it has thrived by making high-quality, extremely durable and handsome work boots. The Red Wing Shoe Company, of Red Wing, Minnesota is such a company. ![]() In doing so, smart marketers get out of the way, and let the product do the talking. In such fortunate instances, all that a marketing approach has to do is to successfully deliver the message of authenticity and value clearly to the target audience. In fact, a product that offers proven value, an authentic heritage, and genuine consumer appeal practically sells itself. When it comes to marketing, nothing sells like the truth. Red Wing Shoes: Finding Marketing Success in Authenticity ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |