Watching the Bloomberg interview (see Yahoo) made me realise the importance of not allowing the brand to become associated too closely with crumblies, wrinklies and geriatrics. ‘They’re for old people, aren’t they?’ would be the kiss of death. I know damn all about PR (and rather dislike it) but I am pretty certain the CEO is not the best person to represent the company in interviews on camera! He’s too old and seems a bit too defensive.
It seems to me very careful training indeed is required for those interacting with the media to overweight optimism, youth, fitness, sport and leisure while striking a nice balance with references also to comfort, wider fittings (!) and so on. I would also pick a guy and a gal for the jobs who are in their late twenties or early thirties, cheerful, bronzed, fit and with the attractiveness of youth and who look ready for a marathon.
The share price fell, against the market although I do not know if it was the interview what done it but I would not be at all surprised if it was. Now, who is going to have a quiet word with the CEO? Well, we could, via Investor Relations.
Unfortunately the two big cheeses in the Investor Relations team (everything and everybody is a ‘team’ these days; it used to sound sort of whizzily sporty and dynamic but now absolutely everyone is a team right down to Mabel who cleans the office after hours when everyone else has gone, I think it’s getting a bit tired) were not in the office when I called. Andrew Greenebaum is the man to talk to. So I ended up just leaving a longish message for him, tactful but to the point; ‘kind but firm’ as they say and me and the nice lady had a laugh over who would bell the cat.
Yea, but you market to them by presenting slightly younger, energetic, active, youthful for their age marketing. We want to hold onto our youth and energy and enjoy activities. He can’t come off like a medicare scooter or miracle cane commercial.
Yea, but you market to them by presenting slightly younger, energetic, active, youthful for their age marketing. We want to hold onto our youth and energy and enjoy activities. He can’t come off like a medicare scooter or folding cane commercial.
Second, I think having the CEO do an interview on Bloomberg is fine and will not present a wrinkly, old image to young people. I think it is safe to say that there are not too many millennials watching Bloomberg in the middle of the day!
Third, I feel like Skechers is starting to present several public faces for the company that are young and vibrant, anything but old and wrinkly.
That’s about all the company can do. The CEO, who looks like he’s approximately 982 years old (give or take), shouldn’t hurt their image too much as long as he sticks to CNBC and Bloomberg. When we see him selling and modeling the shoes on HSN or QVC, we’ll know we have problems.
All this talk of “old people” commercials spawned this twisted idea.
Skechers should update an old favorite. An elderly person falls to the ground and says, “I’ve fallen and I can’t get up… And I don’t care because my Skechers are so dang comfortable!”
I think that could work for millenials as well mega-genarians.
