Autumn foot marketing from Scholl

Scholl will try to cheer up cloudy autumn days with launching a fashion advice website. The Internet site will help in finding the right shoes for different outfits, with guidance from Iringó Südi, the face of Scholl. About 70 percent of people suffer from their ankle leaning excessively to the inside. This problem is often not treated and causes growing pains after a while. Scholl Biomechanics orthotic insoles solve this problem. Scholl’s researchers are of the opnion that in 80 percent of cases their Biomechanics orthotic insoles can be used instead of individually manufactured insoles.

At the moment first generation Gel heel cushions and 3/4 insoles are available in Hungary, together with second generation Slimfit insoles for women who wear high heel shoes and Sensitive insoles for people with diebetes. After the launch the bigest sales were realised by drugstores. In the autumn of 2010 Scholl will support its Biomechanics product family with an integrated maketing campaign. The goal is to reach consumers in as many retail channels as possible and make them acquainted with Scholl Biomechanics products. In television spots they will present both shoes and insoles, explaing the problem and the solution. At certain points of sale LCD displays will be mounted, showing 4-minute demo films about how the product works.

In smaller shops table dislays will appear, presenting 1 or 2 products. A well-developed microsite, www.schollbiomechanics.hu has also been launched, where people find a series of questions. By answering these they can identify the product they need to buy to ease their pain. In February 2010 Scholl organised a medical coneference where 45 doctors and 15 medical students particpated and one of the presenters was Australian foot specialist Phil Vasily, the inventor of the product. The product family is presented at orthotic events by Dr Tamás Deák, associate professor in Szent János Hospital and well-trained medical students. Fanni Gerhardt, the category manager of Scholl South Eastern Europe told our magazine that they expcted good results from the autumn Biocmechanics campaign. According to a survey by Scholl, 53 percent of people have already had problems with callus and hard skin and 34 percent regularly treats it.

This is the reason why Scholl developed a softening cream and a softening brush against callus. The products’ launch was supported with a campaign, including hostess promotion in Budapest open-air pools and beaches around Lake Balaton. Hard work bore fruit: Latest research data show that Scholl’s foot skin care products have a market share around 50 percent in hypermarkets and drugstores.