Ch. 16 - Advertising, Public Relations and Sales Promotion

Advertising is a huge part of the Doc Martens company. Doc Martens focus a lot on magazine advertising and recently YouTube. Doc Martens have their own YouTube channel where they post videos of varies bands speaking about their experiences with doc martens and showing performances of the band wearing doc marten boots. The channel also includes short detailed clips of new shoes they have released. The Doc Marten channel has almost 12,000 subscribers. This youtube channel is a great way to capture the attention of the younger generation, which are more attached to electronics than they are with magazines.

Doc Martens keeps its name known by having its boots worn by multiple celebrities or being showed in movies. For example Sasha Obama, who was viewed by millions wearing a pair of Dr. Martens’ classic 1460 boots at the annual pardoning of a Thanksgiving turkey and  Blue Ivy, daughter of Jay-Z and Beyoncé, was seen wearing Dr. Martens’ floral print boots recently. This kind of publicity helps bring a new generation of customers and the help of celebrity exposure is helping the sales of Dr.Martens. Global sales were up about 20 percent in 2013. They are looking at even higher sales for 2014.