Kallee Kerestes
Steve Dyer
Maddy Munsee
Josh Peters
merrell
Joseph Smith
Gabe Alexander
FOR THE ADVENTURE IN EVERY DAY
TABLE OF
Contents
1 History of Merrell
2 Mission, Goals, Objectives, Strategies and
Tactics
4 Past IMC
5 Current IMC
6 Financial Details
7 Effects of Advertising
8 Direct Competitors
9 Brands Copy
10 Target Audience
11 Creative Brief
1
The History
of Merrell
“Over three decades ago, Randy Merrell began
designing and manufacturing handmade custom
boots for a small group of outdoor enthusiasts.”
--Merrell Footwear, Our Story
Founder Randal (Randy) Merrell attended an
industrial shoe-making school and used his
knowledge and practice obtained there to begin
crafting boots. He began with handmade cowboy
boots and eventually designed and forged hiking
boots.
In 1981, Randy Merrell joined forces with Clark Matis and John Schweizer, two additional other
founders of the company, both of whom had backgrounds as ski company executives for Rossignol.
The trio brought their skills together to design and develop a high-performance hiking boot produced
in Italy and exported that could be sold at an affordable price. The uniqueness of this boot was the
combination of American cowboy boots and Italian-style boots and designed for durability.
In 1987, Karhu, a Finnish sports brand, purchased Merrell and moved product production to Asia,
which reduced prices and expanded sales. Merrell experienced extremely rapid growth from 1988-
1992 with sales reaching $20 million and products being sold in 22 countries.
In 1997, Wolverine Worldwide acquired Merrell. The brand then began manufacturing more
lightweight footwear with trail running shoes. This line featured a tough and harder outsole with a
flexible and softer upper. This design became Merrell’s signature shoe, the “Jungle Moc”, which has
had enormous success with upwards of 10 million pairs shipped.
In 2007, an expansion for Merrell included apparel and accessories. And by 2010, Merrell products
were available for purchase in 151 countries. Wolverine Worldwide reported in 2018 that Merrell
grew at a high single-digit rate during that year with increases across all consumer territories and
regions. It also reported having an exceptional year for Merrell’s Direct-to-Consumer businesses with
eCommerce growing over 30 percent and Stores growing at a mid-teens rate.
2
The Mission, Goals, Objectives,
Strategies, and Structure of Merrell
“Merrell believes nothing should get in the way of enjoying active outdoor adventures. Merrell hiking
boots, trail running shoes and apparel are built on Merrell’s outdoor heritage, quality and
performance. The trail is the core of our design philosophy and has continued to guide us in the
development of innovative products that inspire and enable enjoyment of the outdoors.” --Wolverine
Worldwide, Merrell
Quality and Performance
Merrell has listed four core values that matter most in the quality and performance of their products:
Comfort
Design
Durability
Versatility
Merrell aims to deliver products that are uniquely well-rounded and satisfactory.
Outdoor Heritage
Merrell’s overarching message is-- explore, adventure, and
enjoy the outside world. Merrell praises athleticism,
especially individuals being active outdoors. Characteristic
branding for Merrell features media content of individuals
and products in nature, as well as the use of primarily earth-
tone and naturally-found color schemes. Merrell uses calls
to action that are intense and promote getting outside,
pushing limits, and having a good time.
Responsibility
Merrell is an established brand, with high brand loyalty, a
relatively long purchase cycle, and products that are
designed to be used daily.
To consumers...
Merrell is highly aware of its audience. So much so, that
Merrell’s audience is the face of their brand. Brand loyalty
and satisfaction is strategically demonstrated by consumers
in their advertisements and promotions.
To environment…
“As a company entrusted with the reputation of our family of brands, we hold ourselves to the
highest standards of human and environmental health and safety.” --Wolverine Worldwide, Merrell
3
Merrell Past IMC-- Advertising,
Promotion Strategies and
Tactics
From the Wolverine annual report on Merrell Shoes, and Merrell products
(footwear/apparel/accessories) are created to empower amazing outdoor lives. Known for quality,
durability, versatility and comfort, Merrell is focused on delivering gear with compelling
technologies, performance features and inspired styling for use both on the trail and around town.
Merrell footwear offers an assortment of products in strategic categories such as technical hike,
trail, run, outdoor fitness, lifestyle and work for both men and women. Merrell footwear is sold in
outdoor specialty retailers, sporting goods chains, department stores, internet and catalog retailers
as well as Merrell stores and an eCommerce site. Merrell apparel and accessories extend to an
active outdoor lifestyle with a versatile line of apparel built for both performance and lifestyle.
Merrell apparel features stylized lifestyle silhouettes built with the technical, high performance,
weather fighting materials that consumers expect from a premium outdoor brand. Merrell also
markets accessories including technical duffels and backpacks.
4
Add Your Own Scenery 2011 - Launched the
Add Your Own Scenery campaign. People were
encouraged to get outside, take photos of their
favorite vistas, post them to a website, which
compiles a 'round the world database of the
outdoor world, which others could view. The plan
was to create the world's largest panoramic photo.
For each photo shared Merrell donated $1 to a
selection of conservation groups, up to $250,000
USD. Plus happy snappers could win prizes and
gear for their involvement. Craig Throne, vice
president of global marketing at Merrell hoped the
Add Your Own Scenery campaign created, "a
domino effect of shared outdoor inspiration,
increased outdoor participation, all in a collective
effort to protect our outdoor playgrounds."
Virtual Reality “Trailscape” 2015- Merrell broke into the emerging virtual reality market with an
app called Trailscape a 4D, motion-tracked, multi-sensory experience that created a hike like no other
for Merrell and the brand's adrenaline-fueled customer base that allows people to take “hikes” from
the comfort of their living rooms. It encouraged users to want to get outdoors and experience the
places in real life.
Do Whats Natural Campaign 2016 - Traditional advertising and consumer activation through social
media, brand ambassadors and partnerships designed to speak to one’s individual outdoor instinct and
inspire would-be adventurers to embrace the great outdoors.
5
Merrell Current IMC-- advertising,
promotion strategies and tactics
Merrell is focusing advertising on getting the brand name out into the public and becoming a more
recognizable brand with other advertising specifically focusing on shoes types to different target
audiences. They are focusing on branding themselves as the outdoor attire brand that has dependable,
well-made, comfortable and fashionable shoes, clothing and accessories that will help make every day
an adventure. They are utilizing social media to upload videos and images to showcase their brand and
sell products. They are known to sponsor outdoor events, hold trail running competitions and have an
ambassador program to create connections with customers and encourage others to get out in the world,
adventure and wear Merrell. Alongside these forms of advertising Merrell is also using direct mail, TV
and billboards to advertise the brand.
“Our messaging, content and product will be focused on our belief that nothing should get in the way
of enjoying active outdoor adventures.” - Linda Brunzell (CMO)
“No models or influencers, just real people.” -Linda Brunzell
Dog Ambassador Program 2019- Showcasing
furry friends and their companions adventuring
outdoors while wearing Merrell and documenting
the adventures. Contestants must apply to enter
and winner will be showcased and receive a grand
prize.
Mindful Movement Tour 2019- Merging
mindfulness and movement together, Merrell
kicked off a sponsored hiking tour in 2015 and
continues today to focus on women getting
outdoors and promoting mindfulness.
Ambassador Program 2019- People were
selected to be brand ambassadors for Merrell to
wear, test and showcase products through social
media, and help create content for Merrell's social
media pages.
6
Financial Details
In 1997, Merrell was bought by Wolverine World Wide Inc. which was able to bring its revenue from
$23 million annually to $500 million in 2010. It’s now estimated that Merrell brings in a revenue of
$400 million annually, which implies a decline in sales within the past ten years. Although the
company remains quiet about their current marketing budget, their new Chief Marketing Officer and
flurry of new campaigns and slogans implies they’re ready to take big steps to ensure they stay on top
of the trail-running shoe industry.
7
Advertising and Marketing
Effects on Sales
Merrell has experienced a substantial increase in brand awareness over the past 4 years. This is
mostly a result of the success of their campaign, launched in 2016, promoting “experiencing” nature.
Accompanying their new ads, they promoted use of #MyNature on Instagram. They now have more
than 30,000 posts, all relating back to Merrell. One way to quantify their rapid growth is by social
media followers. Their Facebook following grew from 1,128,960 in December of 2015 to 2,209,101
currently. This represents a 95 percent increase within the past 4 years. Their current campaign is
proving to boost sales, as well. Last year, their eCommerce grew over 30% and their stores grew
around 15 percent in sales. Although, there is always room for growth and Merrell has expressed that
they hope to see their stores grow even further in sales in coming years.
8
Direct Competitors
Merrell is currently ranked 5th among its competitors, in terms of annual sales.
Top ten competitors for Merrell
Keen $347.6M
$347.6M
Marmot $200M
Stio $2M
Campmor $65M
Salomon $1B
Coumbia $2.9B
Backcountry $500M
Ecco $1.3B
Mountain Warehouse $50M
Geox $97.5M
Keen, despite generating $52.4M less than Merrell in annual sales, represents Merrell’s greatest
competitor. Although they sell many types of apparel, their main focus is shoes. Their brand image
could be described as cleaner, and more aimed towards casual hiking, rather than athletic wear. Their
advertising is lacking, them having only 3k YouTube subscribers, compared to Merrell’s 12k. Their
competition is mainly in presenting a more affordable price and good quality.
9
Brand Copy
Make the Most of Every Mile
Ace Our Fastest Light Hiker
Today's Most Capable Hiker for Tomorrows
Most Epic Adventure
Adventure Awaits
Built for Hiking, Drawn to Water
Connect to the Ground
From Trash to Trail
On the Streets, On Repeat
Train Connected
Big Style, Small Impact
One Shoe Many Adventures
Move Quickly in the Mountains
Endless Comfort, Total Performance
A Sky Runner Built for Speed
Do nothing when you are done doing
everything.
Carves Steps Out of Stones
One Day, One World, One Trail
10
Target Audience
Primary Audience
The customer for Merrell trail running shoes is Caucasian women between the ages of 25-44 who hold
full-time positions in the science or environmental field with an income of around $30,000-40,000 a
year. They are married with one to two children, living in urban areas. They drive Subaru’s, light
SUV’s, and eco-friendly vehicles. They own 1 to 2 dogs and are brand loyal to Apple products.
In their free time from work and caring for their children they enjoy trail running, hiking and spending
as much time outdoors as possible. They are adventurous and spontaneous, ready for an adventure at
any possible moment. They like supporting good causes that help make the world a better place. They
like affordable shoes that are high quality, durable, comfortable and that fit well. They like trying shoes
on in store before purchasing and purchasing from retail stores rather than online.
Secondary Audience
The secondary audience for Merrell trail running
shoes is Caucasian men between the ages of 18-44 who hold full-time office positions and make
between $50,000-60,000 a year. They are married with 1-4 children, living in urban and mountainous
areas.
When time-off of work is available they love
getting away from the city and busy streets and
out into the wilderness. They like being
adventurous in the outdoors by running, hiking,
fishing, hunting and even canoeing alone and
with their family or on their own. They are
ready to push themselves to see how fair and
high they can hike or run. They like
convenience and getting the best deal possible
when shopping and prefer to shop online for
trail shoes. They also like to purchase only
when they need a new pair so they prioritize
dependability, durability and comfort in a trail
shoe. They have facial hair. They drive SUV’s
and light trucks such as the Toyota Tacoma.
11
Creative Brief
Big Idea:
Everyday life is stressful. In order for people to feel happy and balance within their lives, they need
to disconnect and spend time in nature. Merrell’s line of womens’ shoes are made for everyday
women who rely on the benefits of experiencing nature to supplement their daily lives.
Objective:
We want to demonstrate to our audience that many women just like them share the desire or need to
be outdoors, frequently. This connection will create a sense of community in viewers and they will
desire to be part of the family of hardworking, conscious, Merrell women.
Our target:
Jane is 35 years old, she’s an office manager for a small law firm just outside Aurora Colorado, she
just came back to work after taking 5 years off to be a full time mother and now makes $45,000 a
year. She exercises twice to three times a week. She got married 9 years ago and has two children
aged 5 and 3. Her husband is a few years older than her and is also a professional making $75,000 a
year as an IT systems manager. He likes the outdoors as much as her and has done an iron-man race
in the last 12 months. They have a nanny/cleaner that comes by every weekday that helps take care of
the kids and cleans. They have two cars in the household. She drives a 2015 Subaru Outback and her
husband drives a 2012 BMW 4 series. They purchased both of them as the second owner and paid
cash, they have a 15 year Mortgage on a $260,000 house but besides that they are debt fee.
Strategy:
We will use print ads as well as video-centered social media ads, highlighting women who use
frequent nature experiences to keep balance in their lives. These mini-stories, supported by narrative
examples of real people coupled with Merrell product, will help the audience feel understood and
more easily see themselves as Merrell users. These down to earth role-model-type women will also
help the target know that they can have meaningful outdoor experiences in their life as well, through
the use of top-quality Merrell trail running/hiking shoes. There will be a dramatic tone accentuated by
a hopeful and bright mood to instill a desire to get outside and get create the meaningful experiences
that they need. The tagline we want to present is “Disconnect; Reconnect”.
12
Sources
https://www.framestore.com/work/trailscape
https://fstoppers.com/originals/50-photographers-across-50-states-capture-portraits-merrells-one-
trail-campaign-307852
http://www.sponsorship.com/iegsr/2012/02/21/Merrill-Tries-On-New-Sponsorship-Strate
https://www.cmo.com/interviews/articles/2017/2/12/the-cmocom-interview-linda-brunzell-cmo-
merrell.html#gs.buja7xhttps://en.wikipedia.org/wiki/Merrell_(company)
https://www.merrell.com/US/en/about-us/
https://en.wikipedia.org/wiki/Merrell_(company)
https://academic-mintel-com.byui.idm.oclc.org/search/?q=merrell+&go=
