The Sneakers segment in the UK is projected to grow by 7.47% (2022-2027) resulting in a market volume of US$5.25bn in 2027. At present, the sneaker resale market in the United States is estimated to be worth $2 billion. However, by 2030, it should be 15x this, meaning it will reach $30 billion. These statistics alone show how this is an exciting segment of the retail world.

Savvy sneaker business owners and marketing pros will already be thinking about how they will reach new customers and strengthen existing relationships in 2022 and 2023. It is crucial to be ahead of the game.

With that being said, below, we will answer the following question; how do I market my sneakers? If you are wondering how to promote shoes online and make more sales, we have got you covered with seven killer strategies below.

7 Vital sneaker marketing strategies

There are a number of different strategies you can use when putting together a stellar marketing plan for a shoe company. Below, we will delve deeper into seven of the best:

1. Social proof

There is only one place to begin, and this is with social proof for ecommerce brands. Social proof is key because people today are more likely to listen to comments and feedback from other buyers, rather than a sales pitch.

Social proof relates to reviews, consumer videos, and other pieces of user-generated content that help to show how amazing your sneakers are.

2. Tell the story of your brand

Consumers connect with brands, especially luxury footwear brands. If you have a strong story, people will feel compelled to purchase from you.

3. Create a sense of exclusivity

You only need to look at Yeezys to see how exclusivity can drive high levels of popularity. When it is difficult to get your hands on something, you want it more. So, when you are marketing, create a sense of scarcity and exclusivity that makes people feel a sense of urgency and need to purchase from you.

4. Educate customers

If you are selling premium footwear, you need to educate your audience on why this matters and why they should care. What is it about your sneakers that makes them such high quality? What materials have you used? Why does this matter? What makes the design and construction of the sneakers so special? You cannot expect your potential customers to know why your trainers are a good choice. It is about giving them the education and knowledge, so they then use this and purchase your trainers.

5. Launch an effective SEO campaign

SEO, otherwise known as search engine optimisation, is vital for moving up the search engine result pages. When someone searches for a specific pair of sneakers or sneakers in a certain location, you want to feel confident that you are going to be visible. The only way to make sure your sneakers are featuring prominently is by spending time and effort on SEO. From link building to technical SEO, there are many different approaches you can use to convince Google that your products are relevant and just what the consumer is looking for.

6. Use Facebook Ads to reach shoppers

Social media is soaring in popularity, with many people now shopping directly from their favorite social media apps. Facebook Ads, therefore, are incredibly powerful when trying to reach shoppers here. Ads are easy to set up, affordable, and highly customizable, all of which help to drive great results.

7. Create product unboxing videos

When people are interested in purchasing something today, they will often head to YouTube so that they can see what the product looks like “in person.” Consequently, creating sneaker unboxing videos is a great way of revealing what the sneakers are really like. You can even create videos showing different ways to style the sneakers and educating people on why they are such a good choice.

Examples of brands with the best shoe marketing campaigns

There are a number of brands that have shown how to market sneakers effectively. From Adidas to New Balance, these brands have put together some amazing campaigns over the years. However, there is no denying that there is one brand at the top of the tree: Nike.

Nike’s marketing strategy for sneakers

Of course, it would not be right to look at sneaker marketing without mentioning Nike. Nike’s marketing strategy often soars ahead of the competition.

One of the reasons why Nike consistently delivers the best shoe marketing campaigns is because the company has a timeless brand, and so their adverts always stand the test of time, just like their sneakers do.

Nike’s marketing campaigns always consist of the four P’s:

  • Product
  • Price
  • Place
  • Promotion

Nike has had some fantastic campaigns over the years. Some of the best are as follows:

  • Nike Football — "Write the Future" (2010)
  • Nike Air Huarache — "Instant Karma" (1992)
  • "Dream Crazy" ft. Colin Kaepernick (2018)
  • Nike Golf — Tiger Woods Ball-Juggling (1999)
  • Michael Jordan & Mars Blackmon (1988-1991)

One that we have to give a special mention to is the Charles Barkley vs Godzilla commercial. It was so impactful that it resulted in Dark Horse Comics spawning its very own comic book for the ad. Watch the Charles Barkley vs Godzilla ad here.

Standout from the crowd with effective sneaker marketing

So there you have it: some of the best approaches to consider when it comes to sneaker marketing. We hope that this post has given you some ideas and suggestions you can use to make sure your marketing efforts stand out from the rest and bring big results.



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