Behind The Marketing Science of @vivobarefoot

It's uncommon for a brand to truly embody its mission statement; however, Vivobarefoot stands as a perfect case study in successfully achieving this ideal. Their mission statement, "Reclaim what shoes have stolen," resonated deeply with a family member of mine who recently raved about how the brand is revolutionizing the way we approach foot health.

In our search for more comfort for our shoes soles, we sacrificed our feet strength and its soul

This curiosity led me to start studying the brand and I began to understand what the rave was about. Somehow they found a way to capture lightning in a bottle with their brand story, and this began my quest to better understand the marketing genius of VivoBarefoot.

MISSION-DRIVEN

Effective branding is evoking an emotion when someone connects with your product or service. This is something the likes of Apple and Nike have mastered for decades. They found ways to be a disruptor in their industry and flip the world upside down, meanwhile, blocking the noise from the haters. Their mission was simple… “To change the world.”

This motto is in the DNA of VivoBarefoot and resonates across the entire landscape from their web presence, social media channels, and creative video content. Selling shoes isn't their primary focus. They are attempting to change the trajectory of foot posture and strength for individuals from all walks of life. Health is wealth, and this positive change is something we could adopt.

Sustainable Products: A Perfect Match for Eco-Conscious Consumers

Creating demand for a product that seamlessly integrates sustainability is a strategic advantage when targeting consumers who value reducing their environmental impact, conserving natural resources, and embracing a minimalist lifestyle.

Research and analysis of their marketing efforts revealed a clear focus on search intent for keywords related to "Sustainable." This data-driven approach ensures their message resonates with prospective customers who appreciate their commitment to eco-conscious practices.

Understanding the segmentation of this audience allows the brand to better define demographics that could convert to a customer. Here's why:

• Values Alignment: Today's consumers are increasingly conscious of their impact on the planet.
• Emotional Connection: Products that embody sustainability create an emotional connection with consumers, driving purchase decisions beyond just features and benefits.
• Community Building: Sustainability-focused brands have the potential to build strong communities. Consumers who choose these products feel like they're part of something bigger... they are joining a movement (Vivobarefoot Tribe)

A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate. - Seth Godin (Tribes)

Focus On Experience: The Key to Brand Advocacy

It's common knowledge that customers who have a positive experience with your brand are more likely to recommend you to others. Many marketing initiatives focus on creating demand through advertising efforts. However, few brands delve into the gaps within the customer journey map to identify untapped opportunities for thought leadership.

In this age of social media, your customers are your marketing department. Invest in customer experience. - Doug Warner

Vivobarefoot recognized this disconnect between research and purchase by developing their own "Foot Assessment Tool," which helps users gain insights into their foot health. This tool not only elevates Vivobarefoot's position as a thought leader but also equips their marketing team with valuable data to make informed decisions.

Why do Valuable Insights Matter?

• Feedback Loop: Customer interactions provide a rich source of feedback.
• Data-Driven Marketing: These insights can be used to inform their marketing efforts, and further optimize existing marketing campaigns

In today's marketing landscape, leveraging data is key for brands to strategically position themselves and capture market share. The Vivobarefoot team demonstrates a laser focus on this principle, evident in both their past go-to-market strategy and their ongoing commitment to improvement across a multitude of marketing channels.

Beyond the Shoe: How Vivobarefoot Captures Hearts (and Wallets)

Vivobarefoot stands out as a disruptive force in the footwear industry, and I have strong confidence in its ability to continue eroding market share from established brands we've traditionally gravitated towards. This resonates with the rise of Nike in its early days, as chronicled in Phil Knight's memoir, "Shoe Dog." Parallels certainly emerge in my mind being more familiar with the brand story of Nike, realizing their similarities in redefining the very purpose of footwear.

A close examination of Vivobarefoot's marketing channels reveals a clear understanding of the power of storytelling in our digital age. Their team has crafted a framework to generate demand that feels authentic, a synergy that resonates across multiple platforms. In a world saturated with advertising, Vivobarefoot stands out for its commitment to brand authenticity. This approach, which I certainly (applaud), avoids gimmicks and helps them stay true to their core.

The best way to predict the future is to invent it. - Alan Kay

Vivobarefoot exemplifies this philosophy, by challenging the status quo in footwear and inspiring a new way of experiencing foot health.