Name: LUMINOUS Advertising AgencyVision: To become the leading demand-creator for brands in Bangladesh.Mission: To develop and implement demand-creation ideas for brands and clients by mining brands, category, consumer and market insights. Philosophy: Creatively Veracious Moto: Truths are our guiding light.

Telling truth well is our strength.Every great brand is founded on a powerful truth. We turnbrand truths into business transformations. At Luminous- we are on a quest for truth. We seek superior knowledge- the truths about our clients’ products and needs, the consumer and the marketplace. We seek inspired execution and strategic insights about the truth in a breakthrough manner for consumer oriented communications strategy that is persuasive and memorable.

About Us

ABOUT HUSH PUPPIES

While some shoe brands are fleeting, the Hush Puppies brand hit the ground running in 1958. It has the distinction of being the world’s first casual shoe.The oddly named brand originated from a Southern food (fried corn fritters) called “hush puppies.”

HistoryA company salesman discovered that farmers also used these hush puppies to quiet barking dogs. At the time, tired feet were known as ‘barking dogs’ and the salesman reasoned that his soft, lightweight comfortable shoes could quiet them, too.” Hush Puppies became the shoe’s trademarked name in 1958. Hush Puppies shoes were distinguished by their casual look of brushed suede and a crepe sole. Apparently the style was a good match for the late ’50s.

PROFILEHush Puppies

Parent Company Wolverine WorldwideIntroduced 1958Product Type

Footwear and apparels

Sector Lifestyle and Retail

SloganWe Invented Casual; More comfortable than feet; Good look never felt so good

USP Leather TanningsSegment Premium and Middle SegmentsTarget Group

Casual and Comfort footwear for men, women and kids.

Country United StatesMarkets 120 countriesWebsite www.hushpuppies.com

The company wants the target audience to notice that the brand really provides the features it promises on the commercial despite anything else. The company expects that the clients really feel that the Hush Puppies shoes provide comfort and relaxation just by wearing them, because those characteristics are invaluable. Our ad agency’s strategy to achieve this objective could be the fact of showing a man wearing its shoes in a relaxed environment, in which clients feel themselves as if they fit in the same situation.

ADVERTISING STRATEGY

To give our ad the best chance of getting the results you want, there are some important things we must do:

1. We will state what your unique competitive advantage is2. We will create a compelling, attention-grabbing headline3. We will offer an irresistible bargain4. We will explain the benefits of your product or service—listing benefits is more important than listing features5. We will make our ad an advertorial—people read news articles 7 times more than advertisements6. We will offer a risk-free guarantee for doing business with you7. We will create a call-to-action that will trigger a response8. We will create a sense of urgency to compel your viewer to act quickly9. We will use a testimonial from a current client10. We will use exciting graphics that correlate with your headline

In addition we believe that if we give our customer more than they are expecting, they will be satisfy and loyal to us.

Steps we’ll take to make affective ad

To impress target Audience: Hush Puppies’ target audience is men and women between 20 and 40 years old, belonging to classes between C+ and A+. The target audience for the shoes can be described as people who seek comfort. Women should be natural, mature, free, relaxed and simple. More exclusively, the target market should be people who worried about their surroundings and people that like to feel comfortable with themselves and with the environment. People who project a successful social and familiar life, and that in addition enjoy the feeling of being comfortable in their daily lives. Their Shoes or clothes should be comfortable ( physically and psychologically) before anything else. Hush Puppies understand this. They target people who are prudent. Lots of brands can learn from the success of these shoes.

The information we’ll proclaim for your brand publicity

To beat competitors: Hush Puppies has been competing with other international brands for world market directly and indirectly . ECCO, CLARKS, TIMBERLAND, direct competitors who focus on casual footwear ranked on the same class, are the main competitors. Some famous athletic brands such as NIKE, ADDIDAS, and NEW BALANCE turn to be the indirect competitors by developing new product line of casual footwear as well. Beside these BATA, APEX, BAY EMPORIUM are competitors in the perspective of Bangladesh. All competitors are taking intensive marketing actions for their expansion to the rest of the world. That’s why by analyzing their advertisements we are planning and taking strong advertising policies to beat these competitor brands.

The information we’ll proclaim for your brand publicity

Benefit & Support: Hush Puppies is providing the market with a wide range of fashionable shoes with an unprecedented selection.  Currently, Hush Puppies seeks to fulfill the following benefits that are important to their customers:

Selection: The widest selection of fashionable shoes in the global area.

Accessibility: The central location and wide range of business hours designed to accommodate all customers’ needs.

Customer service: The patron will be impressed with the degree of care that they receive.

Competitive pricing: All products will be priced competitive to the local market.

Technologies: Hush Puppies’ aim is to establish the premier non-athletic footwear company. To reach this vision, Hush Puppies developed a plan based on the tenets of product innovation, brand development, service excellence and community service, combined with Hush Puppies’ outstanding technology - Bounce Technology, Storable Construction Technology, Water Repellent Technology, etc – although there are still potential problems and even more stress competitions, Hush Puppies can still see a promising future. 

The information we’ll proclaim for your brand publicity

Key Consumer Benefit: Hush Puppies’ strive to constantly evolve world renowned comfort, bringing the consumers the most advanced technologies available in footwear today.Whether it is their water, stain and scuff resistant Worry-Free Suede®, or their newest exclusive technology, Wave Reflex® featuring extreme flexibility. They strive to provide consumers with important product benefits that enable people to find one more reason to relax.

Distribution Situation: The products of Hush Puppies are sold through major department stores and shoe and clothing stores. To increase the distribution of their products in better-grade retailers and on the internet, Hush Puppies periodically implement variable activities for the sales promotion.Hush Puppies keep collecting available individual information and feedback from customers on the internet and apply certain technology to keep track of its customers and goods or services they are ordering.Hush Puppies use third-party advertising companies to serve advertisement on its behalf. These companies help Hush Puppies to measure advertising effectiveness.

The information we’ll proclaim for your brand publicity

We love to work closely with our clients, developing everything from professional brand identity to printing,

producing and delivering the promotional materials - as per our clients expectations.

This experience has seen us develop excellent professional relationships with large advertisers, as well as helping smaller companies to develop and expand their market

share. Our end products are of the highest standards and

excellent value for money. We are very much concern about how we deliver our

advertisement. We care for our client's choice. As per your requirements we will keep comfort in our advertisement. We’ll try to make the advertisement trustworthy, durable,

modern and innovative.

ADVERTISING TONE

The plan would include a detailed budget, setting out all the costs for the campaign and indicating when the costs will fall. The campaign is designed to meet measurable objectives. “Luminous Ad Agency” will try to deliver the best advertisement for your

brand at minimum cost.

BUDGET

Hush Puppies uses a Basset Hound as its logo.

Basset Hound:

Hush puppies’ logo :

We assure you that we will use your original brand logo properly in any types of visual advertisements.

BRAND LOGO

Our decided tag line for Hush Puppies-

“Bold your uneven way”

TAG LINE

Graphic Design Logos Brochures & Catalogs Posters invitations Corporate Identity design, Branding & image building Advertising… art direction & copywriting. Websites & multimedia design

Flash AnimationsGet your website to the top of Google. Illustration… cartoons, murals, digital images. FaceBook Page Advertising campaign E-Marketing Press campaigns, Media channels like TV, Radio, Press, Internet and Outdoor advertising. Events management Commercial Photography

What We Offer

Advertising on a Brand’s Promotional Activities

Door-to-door free SamplesCouponsCash Refund Offers (rebates)Price Packs (cents-off deals) Premiums (gifts) Frequency ProgramsPrizes (contests, sweepstakes, games) Patronage AwardsFree TrialsFree GoodsTie-in PromotionsCross-PromotionsPrice-Off (off-invoice or off-list)Product Warranties

Advantages of our advertising media

Newspapers: Flexibility; good local market coverage. Television: High attention; high reach Direct mail: Audience selectivity; personalization Radio: Mass use; low cost Magazines: Prestigious; high-quality reproduction Outdoor: Flexibility; high cost; low competition Yellow Pages: Excellent local coverage; high believability; low cost Newsletters: full control; interactive opportunities; relative low

costs Brochures: Flexibility; can dramatize messages Mobile phone: Many users; opportunity to give personal touch Internet: High selectivity; very much low cost Public Vehicles: Passengers of different class and types travel here

Online Advertising medium

Some Effective Outdoor

AdvertisingMedias

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