Element is a skating and apparel brand created in 1992 by Johnny Schillereff, who started skating when he was four years old. After relying on the sport to manage with a troubled childhood he decided to turn his hobby into a lucrative brand. He wants his brand to be a force for good, he felt that when he was skating he was in his element and that gave him a purpose. Through his journey to return favour to the skating world, Element the brand was born. (Read more)
Element is more than just a brand, it has managed to integrate a personal growth movement in creating art and a trend that enables advancement to the skateboarding world.
It strives to be ethical and honest in what and how they produce their products. Element produces skateboard decks, apparel and footwear.
The brand even gives the option for skaters to recycle old boards in their “recycled board program”. The brand prides itself on these unique boards as they also make use of recycled materials, which links in with their whole brand image and movement. (Read more)
- Target Audience
The main target audience that Element aim for are usually young adults, specifically skateboarders due to the fact that they sell skateboard decks and are well known in the skateboarding world. A lot of surfers are also attracted to the brand’s apparel as well as their footwear. The brand sometimes features the artworks of artists on the back of their skateboard decks which attracts some art enthusiasts to buy their products as well.
These audiences are broken down by geographic location in order to be as effective as possible due to cultural differences.
Advertising tools used in the IBP campaign:
- The brand makes use of mass media advertising through placing advertisements in magazines that are bought by their target market such as ‘Thrasher’, ‘The Skateboarding Mag’ and ‘sidewalk’. They also strategically place billboards that is conclusive with the magazine advertisements, which is a strong indicator of positive integrated brand promotion.
- Element also makes use of sales promotions as a way of advertising. An example of this is the 10% discount they are offering on all products if you sign up for the online newsletter. They also offer free shipping if their customers spend more than a certain amount on their online shop. Another current promotional campaign that they are running is that when you buy a backpack customers also receive a free hat which encourages customers to buy.
- Internet advertising is one of Elements most effective ways of advertising due to their target market being young adults who are very technologically advanced and make use of the internet and social networking daily. Therefore placing advertisements on Instagram and facebook and twitter that include a hyperlink of the Element website has proven to be very effective and is also another indicator of positive integrated brand promotion.
- Element also advertises through sponsored events. They are mostly skateboarding competitions in which their sponsored skaters take part using Element gear. This is a double whammy for the brand because not only do they gain exposure through having their name linked with the event but also through having competitors use their brand which encourages amateur skaters to go and buy Element gear. This is also a form of influencer marketing.