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September 25, 2009 Sell This Product - Flip-FlopsFiled under: Sell This Product Footprints USA thought outside the (shoe) box to develop a marketing idea and a new line of footwear targeted to fundraising groups at high schools. School spirit never goes out of style. So when state and local officials began slashing school budgets, fundraising became a larger priority than ever. At the same time, many traditional fundraisers using food items like cookie dough have been nixed in recent years due to health concerns. As a result, many high schools have added in-house “Spirit Stores” where branded promotional merchandise is sold to support school activities, clubs or sports. Footprints USA (asi/55030) met the need by designing its new line of “Laguna Surf” flip-flops, with all-fabric straps and most “spirit” colors, just for this market. Bob Stevens, president of the company, says team fundraising efforts are an even bigger opportunity for distributors, because there are multiple opportunities within every school. This year, school fundraising accounted for 50% of Footprints USA’s business, up from 30% in 2007. As funding for schools continues to diminish, the opportunity for promotional products distributors will only increase. Additionally, high schools are the perfect breeding ground for viral marketing. Stevens says after creating a product for a school, kids tell their friends, parents see it, talk to the PTA, and call up his company. He suggests distributors establish a relationship with a point of contact, such as a coach, and present samples of other school jobs, as well as a virtual sample of the proposed design. The coach or administrator who oversees fundraising can help generate ideas for art, and Footprints USA has plenty of examples to help. “The key in this market is color,” Stevens says. “Each school has their own color scheme and it’s important to offer these spirit colors.” The supplier offers five sole colors and 12 fabric strap colors that can be mixed and matched to create a unique sandal featuring any school’s mascot and colors. Typically, the school will use a mascot or logo printed on the heel of the flip flop and the name of the school on the strap. “It’s a proven look that has good perceived value and creates maximum sales,” Stevens says. FUN IDEAS FOR FLIP-FLOPS
From the 2009 Advantages September Supplement. |
