Easy Step Enterprises, a Richmond-based franchisee of The Good Feet Store, needed to promote their Richmond store and two newly-acquired stores in the DC/Baltimore area. While The Good Feet Store’s national campaigns provided brand awareness and product information, the local owner needed to focus marketing materials on a more personal level, growing their business and audience.
Originally, Easy Step contracted BES Studios to help develop a series of radio spots promoting the benefits of the company’s custom products. Although selling something like arch supports over the radio isn’t typically ‘easy,’ the resulting spots, featuring personal experiences and the life-changing benefits of Good Feet products resonated with listeners who quickly made their way into stores. The resulting success spawned the production of broadcast TV spots which ultimately led to a series of full-fledged TV, Radio, and Digital Media campaigns featuring both celebrities and customers which continues to this day.
Since that first collaborative radio spot aired in 2018, Easy Step Enterprises has grown from 3 stores in the Mid-Atlantic region to over 40 stores across the country, growing into the largest franchisee for Good Feet worldwide. Jonathan Cotten, the president of Easy Step Enterprises, has openly shared that their relationship with BES Studios and the content they produced played a vital role in the company’s rapid growth, reach, and success.