Ads Marketing Strategies in the Shoe Industry [Ideas and Examples]

Sometimes, people are not looking for shoes but are actually looking for means of comfort and functionality, staying in style, a compliment for their active lifestyle, or just footwear to go with their outfit. We’ve seen that the shoe industry has changed dramatically and so are the advertising strategies that brands use to promote their products. With more new players entering the scene, advertising is more challenging than ever.

If you’re looking for the best ad practices to inspire your next campaign, here’s a compilation you’ll surely find useful.

In this article, let us share with you our top picks:

1. Highlight your product benefits using social media trends
2. Share recognition and positive feedback from reputable bodies
3. Communicate to your audience through emotional connection
4. Let the customer’s experience speak for your brand

1. Highlight your product benefits using social media trends

Social media comments, queries, and any communication thrown at your channel can be used to make your ads more engaging. It’s a creative way of promoting your product while showing your audience that you are reachable and that you hear them out. In a deeper sense, it can also reflect your customer service knowing that you take customer feedback seriously.

KURU Footwear replies to a comment from their social media page. It’s a good introduction to a video ad while transitioning from discussing foot problems to finally highlighting how their product solves the mentioned issues.

Here’s another example of an ad that uses social media trends. Thursday Boot answers a question from a comment on its social page. What sets this apart is that the founder himself answers and reveals what’s special about their footwear. It shows credibility by having a face that represents the company. They used a different camera angle as well, as shown in the image below. This creates a more authentic feel and it kills boredom.

2. Share recognition and positive feedback from reputable bodies

Including quotes, star reviews, press logo, and mentions is a powerful way to make social proofs work for your brand. It’s time to show the world that “Hey, we’ve been featured” implying that people should try your products too.

This ad from Muvez makes excellent use of Shark Tank’s recognition while showcasing its product's benefits and unique features. In the first 5 seconds of the video ad, they displayed the part where the American business TV series acknowledged the brand which can attract more audience who know and trust the show. The features and benefits of this footwear were continuously discussed towards the end. Plus, we find it creative to use hands while discussing a product that is worn on the feet. They did it in order to fully show the product’s material built, interchangeable parts, and possible color combination.

Taft was featured in a fashion magazine and so they created an ad showcasing this special mention. It makes their product worthy to try because of the impact that a reputable body creates on the audience.

3. Communicate to your audience through emotional connection

Fashion is for everyone. So whatever your profession, your lifestyle, your hobbies, and your interests are, there’s always a fashion item that suits you — like a pair of shoes.

This is how Sorel positions itself as a brand that prioritizes both style and functionality. In this ad, they connect emotionally to their audience using several elements. They feature an empowered artist who discusses the daily activities that she believes help with her art and mental health. The ad conveys the message that wearing Sorel shoes not only offers comfort but also empowers individuals to unlock their full potential and perform at their absolute best.

4. Let the customer’s experience speak for your brand

Another way to promote your product’s amazing features is to use UGC-style content. It’s authentic, relatable, and a nice form of customer review.

In this example from KURU Footwear, they interviewed several customers with different professions but who have one thing in common. They all work long hours on their feet. Each of them proves that their feet feel comfortable despite long standing or walking. This is a targeted approach and in most cases, works effectively.

Relating to healthcare workers who face long work shifts and fluid spills, Vessi proves the quality of their shoes by highlighting that they are ideal to wear in extreme conditions. The users discussing the features of Vessi shoes while they seem very happy is another best approach used in this ad. Given that they’re talking about the uncomfortable part of their job as healthcare workers, they don’t look bothered at all, but rather they look as if everything’s solved by the pair of shoes they’ve got. So this ad does its job of enticing a targeted audience.

You can be a brand that sells benefits rather than products, style rather than function, or vice versa. Whatever your purpose for your advertising might be, you’ll definitely find the perfect fit by checking out some inspiration from brands in the same industry. Thanks to eCommerce platforms like Panoramata, you’ll find it super easy to get the marketing insights you need to level up your advertising game.