Introduction
Introducing a product to a new market is a difficult task and requires some work. Using a variety of social media and communication outlets, Sports Industrial Ltd.’s Energy skates will slowly become well known across Canada. A general communications strategy to introduce the product to all Canadians will be formed because a more specific audience for the product is not specified. These social media outlets will slowly introduce the new skates to Canadians and consumers will gain anticipation and will want more information about the hockey skates.
Hockey is more than just a sport in Canada. The national sport is closer to religion than a simple sporting pastime. Generations grew up listening to Hockey Night in Canada on the radio, and now families watch it on TV. The communications strategy for Energy skates will take advantage of the relationship between Canadians and hockey and the outlets that hockey fans rely on to get their hockey information. Marketing through famous hockey players and sponsoring children’s hockey events will raise awareness for the skates in Canada and these efforts will also help to build a positive company image.
Covering a broad amount of outlets to introduce Energy skates will ensure that a wide audience will become knowledgeable and will begin to spread the word about the skates to their friends and family. Sports Industrial’s communication strategy to raise awareness of the brand and the product will rely on social media, the contracted sporting goods stores, famous hockey players and even sponsoring charitable organizations.
Strategy
Increasing brand awareness and introducing the new ice skates to Canadians can be accomplished by implementing a strategy that is very well rounded and that will receive the attention of consumers. Social media outlets will be used, as will buzz marketing and extra help from Canadian sporting good chains. In this section the overall strategy will be introduced. Further in the...