chapter 16: Intergrated Marketing Communication

Advertisements for Steve Madden are limited to more traditional clothing advertisements.  Newspapers, magazines, and the occasional bus stop ad are where you would find a shoe advertisement from them.  The company seems to be very concerned with their image and the way the public relates with them.  Each store has a layed back "chill" atmosphere.  It sets the mood for the type of costumer they get, young woman.  You will always walk into a store and hear the latest pop music.  This is because they understand that their market of young "trendy" woman that like these things.  They even have a music web page where they feature new artist and costumers can post blog comments about their favorite music and artist.  They also as I've mentioned before have parties with DJ's and a bartender in the original soho store for costumers to come and enjoy them selves.  Buy one get one half off and 30% off sales are given every 3 months at the end of the seasons these sales encourage costumers to buy because woman often walk out of the store with more than one pair of shoes.  Why not buy more with a sale like that.  Steve Madden has more of a mass communication process through ads and blogs.  The web has really boosted this years sales.  Facebook's like button has increased the website traffic.  The Launch of the new site has also had online sales booming with the connection to networking sites like facebook and twitter.  All your friends on all your networking sites can see you've liked or bought a pair of shoes from Steve Madden.  Steve Maddens blog is Steve Madden personally blogging about new shoes new music and events that he just loves.  He also responds to comments left by the consumer.  This give a more personal feel to the costumer.  They serve consumer products on a personal level at the store with the hip talkative employees that make you feel cool and welcolme.