2. Background Information
– Reebok quoted that their toning shoes would
increase and tone muscle
• Video to show how Reebok advertised their product
• Percentages for each muscle group
3. Background Information
• The reason why % were false and prices were slashed:
– Research only conducted on 5 women on a treadmill for only
500 steps, reebok acknowledges that effect may diminish
after consumers get used to the shoe.
– Balance-ball Technology injured users due to unstable sole
because of rounded design.
– False advertising of toning percentages: 28% buttock, 11%
hamstrings and calves.
– Led to a $25 million lawsuit. Settled with the Federal Trade
Commission (FTC) before it got out of control.
– Reebok must reimburse customers who purchased EasyTone
shoes who are not satisfied with results.
4. Background Information
• Overview of how the Reebok EasyTone shoes
injured consumers.
– Body parts
• Knee
• Ankle
• Calves
• Achilles
• Hip problems
• Tightness in joints and muscles
5. Objective
• To improve Reebok’s reputation.
– Reimbursements
– Advertise product through social media
– Getting Fit for Summer promoting product
positively
– Host an Event to promote the shoe.
6. Reimbursement
• Fill out and send in paperwork about negative
product if not happy and keep product
• Anything less than $200, no receipt is needed.
• Send out apology letter to customers
Refund can be found here:
http://www.ftc.gov/bcp/cases/reebok/index.shtm
7. Goal: Advertise our product new
ways, encourage consumers
• Strategy: New Networks
– Social media
» Facebook
» Twitter
» YouTube
» MySpace
– News
– TV commercials
– Hanging ads in windows of retail stores
8. Goal: Getting Fit for Summer
• Strategy: Making sure our product reaches the target
audience, with the positive information.
– Launch in the Spring of 2012
– Targeting customers to buy toning shoe.
– Logo: “ReeNew” Reebok
– Renewing Reeboks name and image
» Posters
• Include new sponsors with product
• Appeal to target audience
• Information in stores with coupons
» Table Tents on college campus, parks, etc.
• Make available to targeted audience (16-45).
• Admitting faults by proving positive information to the
community with a hands on approach.
9. Host Event
• Event: “Walk-a-thon”
– Reebok promoting shoe
– Raising awareness for health organizations for the
specific month
– Walkers can try the shoe when walking
• If they like them, they can get 20% off if bought that
day.
10. Goal: To extend media outreach
for broader impact!
– Strategies
• How to:
– Word of mouth
– Billboards/Posters
– Social media outlets
– Press Releases
• Leverage third-party partnerships to add credibility
– Promote new shoe in TV shows
– Celebrities lifestyle
– Exercise gym merchandise
11. Evaluation
– Campaign tracking survey
• We’ll be able to see survey research
– Geographic location
– Campaign targeting customers
– Effects on different areas
– Content analysis
• Promotional Events
• Media exposure to promote Reebok positively.
– News paper articles
– YouTube videos
– Magazine articles
– Social media comments
12. Evaluation
• Would they continue to purchase new shoe?
• Where are they purchasing the product?
• Compute advertising value equivalency
– Focusing on reliability and validity.
– Compare their results with advertising.
• Conduct surveys to customers who bought a pair shoe
– True or False Surveys
– Strongly Agree, Agree, Neutral, Disagree or Strongly Disagree Survey
