A couple of weeks ago, Cam Beck posted a question to some bloggers: What's your Tagline? I caught up with it only recently as my name came up on a search.
In the comments, Steve Woodruff used athletic footwear to pair bloggers up with brands. He picked Converse with Me for Conversation Agent. That was a pretty good match and a stroke of genius for Steve. Maybe Converse ought to consider a co-promotion. What do you say?
As it turns out, Steve is not too far off in associating the company with my brand. I used to own Converse shoes as a teenager in Italy. I still remember my very first pair: lime green. I loved wearing them with faded jeans -- they felt comfortable and at the time they were quite the rage. The important fashion growing up was having the latest of an item or brand name that everyone raved about. At the time, it was Converse, in many colors and shapes.
Recently, I was shopping at a GAP store and I saw the (CONVERSE) RED line -- the sight brought back so many memories I had to buy a pair [in the picture above]. And when I wear them, aside from feeling quite comfortable, I am transported back in time. To note is that the brand is experiencing a big revival in Italy right now as my niece owns a few pairs.
Converse is onto something with its new incarnation -- they offer customers the ability to create their own shoe. It's the age of self expression, self publishing, and conversation. Do you think that "Converse with Me" would resonate with people? What I saw at their web site really intrigued me. It looks like they are indeed available to converse with you.
They have a video salute to those who rock under Features -> made by you. When you select "new", a list of videos will come up. The site offers film information, director's commentary, director's bio *and* featured shoe. Pretty neat indeed and all consumer generated. Is this the sign of a great retail experience? I would say so. I absolutely loved the one titled "Converge" by Laurent Bébin and François Valla. Check them out.
I will let Mack Collier at The Viral Garden take a look at the company blog (features -> around the world). If you haven't checked his series yet, I encourage you to do so. Meanwhile, converse with me.
I still have my pair of hot pink Converse high-tops! :-)
Sounds like Converse is heading in the right direction. They are joining the ranks of other shoe manufacturers (Nike, Etnies are two that come to mind right away) who allow you to customize your shoes.
Now, how will they differentiate themselves? Building on that customer relationship, which in your case started years ago, would be a firm foundation.
Posted by: Becky Carroll | August 05, 2007 at 04:56 PM
I also have some pairs of Converse shoe when I was in secondary school. Love em a lot!
Posted by: ApOgEE | August 05, 2007 at 10:34 PM
If they do a co-promote with you, you may have to launch a new blog called Converse Agent. When you say it out loud, it's kind of catchy...
Posted by: Steve Woodruff | August 06, 2007 at 06:17 AM
Becky -- building on customer relationships is always a winner, no matter what. Form the interaction I observed on the site they seem to be headed in the right direction.
ApOgEE -- you could easily be sketching for Converse. Did you see their site? Or maybe you already do?
Steve -- what? Changing the name of my blog? Consistency rules! I don't think they have visited yet... some companies are clever and take a peak.
Posted by: Valeria Maltoni | August 06, 2007 at 06:35 AM