You might say they were on a mission from the shoe gods. Ryan Fleming, owner of Fleming’s Comfort Footwear, and Ara NA President Sam Spears put a memorable spin on a recent spring showcase at the retailer’s Tulsa, OK, shop with a “Shoes Brothers” theme inspired by the classic comedy The Blues Brothers.
The pair donned black suits, skinny ties, sunglasses, and fedoras for social posts hyping the event—including a compulsively watchable video tribute to the film—while the sales crew set up appointments with customers who had purchased Aras in the past and liked the brand.
On event day, they and the staff showed up in costume, and Fleming’s wife, Carla, baked “jam bars” to fit the blues music theme. Despite April showers that turned threatening, customers flocked to the store.
“Our customers absolutely loved it,” says Fleming. “Sam and I signed shoehorns for people and took photos with them. We had a fantastic day.”
In terms of “brand exposure for both Fleming’s and Ara, it was a boon,” agrees Spears. “The event brought customers to Fleming’s who didn’t really know the store and who definitely didn’t know Ara. For existing customers, it was a celebration of a wonderful triumvirate—Fleming’s, Ara, and fabulous end consumers. The customers all commented on how much they loved the energy and creativity of the event.”
Beyond brand exposure, the duo’s hard goal was to sell 35 pair “as a friendly competition,” Spears explains. “After the store closed, Ryan tallied up sales. We sold 34, despite flooding and tornado warnings. Not a bad day!
“Ryan and his staff created this entire event,” Spears continues. “He thought of the concept, wrote the script, directed it, and wrote and played all the music in the video. One of his sales floor staff, Jessica, shot the videos on her phone and edited them to make Ryan and me appear more professional than we are—and that’s a heck of a big job.”
He considers it a perfect example of entrepreneurial “American ‘can do’ spirit. And it did not cost one penny—just time. Ryan is a husband, the father of two young children, and runs his store, but he makes the time for these events to be very special,” Spears says.
“We’ve learned that what sets us apart from other retailers is our willingness to try zany things that act as reminders for people to shop with us,” Fleming adds. “Fun videos help our store crew unite to create something that generates buzz.”And when the posts resonate with customers, they share them with friends—and word of mouth moves faster than the Bluesmobile through a shopping mall.
Joliet Jake and Elwood would be proud.
Check out the Shoes Brothers video on youtube here.
Check out the Shoes Brothers video on instagram here.
Read more about Fleming’s Comfort Footwear in Footwear Plus here.
.
