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  Feet First magazine was designed to recognize the value of their customers and the more “intimate” relationship Red Wing has with them. A national database containing millions of records was built from local dealer card files. The magazine speaks to the general interests of Red Wing Shoe wearers: men. Ponseti & Partners named and created the magazine and the customer communications program from the sole up! 
A New Product catalog was included inside each customer magazine. The catalog was overprinted and used as store handouts, as well as for mailings to prospects who were “modeled” on customer profiles.
Postcards were quarterly store traffic builders. Each store manager's name and address were imprinted to direct the customer to the store from which they originally purchased, or the one closest to their address. We used sophisticated technology to map addresses in a store's area of influence.
Following a purchase, thank-you cards were sent to each customer. Store managers submitted files of customer's names. The repeated use of the same four photographs during a year's campaign reinforced the message as well as saved Red Wing money through multiple uses. Ponseti & Partners also created national television and radio spots and billboards.
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