Digital channels & Summary of IMC Campaign

Hello again, for the final time :(

The latest tool I have come across is the digital or ‘new’ media.  Communication platforms used include: Web communications, YouTube, Facebook, Twitter and Instagram.  

Social media (Facebook, Twitter and Instagram) offers something a little different to traditional media.  It allows for continuous electronic updates, instant communication and most importantly interaction with the consumer.  

It facilitates the ‘pull’ part of Schultz’s advertising model as consumers actively seek information about the brand and typically become far more engaged.  

In three weeks I have been exposed many times to the Adidas ‘Boost your run’ marketing message across a variety of customer touch points.  Including:

 
    

• Advertising – (TV, print, outdoor) 
• Direct Marketing (Digital media) &
• Sales promotion & Personal Selling  (Enthusiastic, knowledgeable salespeople reiterating the ‘Boost’ message and benefits)

 Conclusion 

Over the past 6 blogs I have revealed and analysed the blend of communication tools used by Adidas in their current ‘Boost’ IMC program.  I have touched on the purpose of each and their unique benefits.   

However as the product has been on the market for less than a month it difficult to judge its overall success and what impact the integrated marketing campaign has had.  Nevertheless from what I have seen and experienced to-date I do believe the campaign will be very successful.      

  

It has followed basic IMC principles & practices and I for one (being a member of the target audience) have become very engaged.  The message has had strategic consistency across all communication channels and the brands positioning integrated into all of its messages.  

I have thoroughly enjoyed reviewing this campaign by Adidas and I hope that you have found the blogs insightful and interesting.

Cheers, Andrew Latham 


Belch, George E.. Advertising: an integrated marketing communications perspective. 2nd ed. Boston: McGraw-Hill Irwin, 2009. Print. 

30 Second TVC & Retail window displays

Hello again :)

Today I came in contact again with the Adidas 'Boost' marketing message, this time on free-to-air television.  

It was a 30 second TVC which shows three metal balls being dropped simultaneously on concrete, EVA (traditional sneaker foam) and the new the Boost material. 

As the ad aims to illustrate, the ball that hits the Boost material bounces higher and longer than the others.  

Adidas promises that this gives users more bounce while expending less energy.

 I've also noticed many other 'Boost' window displays across a variety of footwear retailers.  

'Size' on Carnaby Street and 'JD Sport' on Regent & Oxford Streets.  

These are world famous, extremely busy locations with an incredible amount of foot traffic passing these shopfronts.  

Nearby tube stop Oxford Circus is London's 4th busiest station serving around 70 million people each year.  
A creative and well executed window display is very important to try and make a positive impression on those passing by or entering the store.  





My final blog of this IMC Critique will summarize:

• How Adidas are marketing via digital interactive platforms. 
• Was each element of the Adidas marketing campaign integrated?
• Did the target Audience become engaged? ...and
• How successful was the IMC program for Adidas. 

 
Cheers Andy :)



"Oxford Circus tube station - Wikipedia, the free encyclopedia." Wikipedia, the free encyclopedia. N.p., n.d. Web. 14 Mar. 2013. <http://en.wikipedia.org/wiki/Oxford_Circus_tube_station>

Magazine Print Ads

Back again

Today I uncovered another advertising medium used in the current Adidas IMC campaign in the form of print advertising. 

I found the Adidas 'Boost your run' marketing message in four different magazine publications.

The ads were almost identical with a consistent image and message across each magazine but they did differ slightly in terms of size and placement.

• Running Fitness (Full page colour, Magazine back cover)

• Women's Running (Two page colour spread, located on pages 2-3)

• Mens Running (Two page colour spread, located in middle pages)

• Runners World  (Full page colour, page 2)

  

These magazines allow Adidas to reach a specific target market.  

 

Readers of such publications would have high levels of involvement in this category and be very interested in health, fitness, running and new innovations in footwear. 

The major drawback with this form of advertising is clutter, as each of the magazines also contained many other ads from competing brands.  

Until next blog, bye for now.  Cheers, Andy

                                                                                 

Outdoor Advertising - Bus shelters

Hi again

Today whilst commuting to work I came in contact with the Adidas 'Boost your run' marketing message in the form of outdoor bus shelter advertising.

 Some interesting facts: 

• Approximately 6 million people use the Buses in London every day
• 78% of people do not read a Regional Daily Newspaper
• 53% of people do not listen to Commercial Radio
• BUT 86% of people can recall a Bus advert they’ve seen

This static on-street-presence from Adidas was in the form of traditional large posters as well as digital panels. 

The advertisements were identical at each location, however I did notice that at a bus shelter opposite a Westfield Shopping Mall the ad had one slight clever difference.  It had a retailer (JD Sport) tagged at the bottom of the ad, informing consumers of where they can purchase the product from.




 Bye for now!  Cheers Andy



" CBS Outdoor - Did you know that 86% of the population can recall a Bus advert they’ve seen?." CBS Outdoor - UK. N.p., n.d. Web. 7 Mar. 2013. <http://cbsoutdoor-px.rtrk.co.uk/Our-Media/Buses/>.



"Advertising on the Network ." Transport for London . N.p., n.d. Web. 7 Mar. 2013. <www.tfl.gov.uk/businessandpartners/commercialopportunities/5797.aspx >.

Store Visit - Westfield White City, London

Hello again 
 
Today I visited Westfield White City (West London), one of the biggest shopping malls in the UK to give the Adidas store a visit. 

I wanted to see what the brand was doing at store level to raise the profile of its new ‘Boost’ running shoes. 

Several elements of the company’s integrated marketing communication plan were on show.  

Firstly an eye-catching front window display greeted consumers entering the store and caught the attention of curious on-lookers.  Inside the shop it was obvious the emphasis that was being placed on this particular product.  It was reflected in merchandising tactics, powerful point of sale and strong personal selling techniques.  All staff were also wearing ‘Boost’ branded T-shirts. 

Having worked in sports retail for 6 years I have a sound knowledge of this industry and I thought that overall it was well executed branding exercise by Adidas.  The marketing message was coming across loud and clear and overall my shopping experience was an enjoyable one.  The store was very well merchandised, staff were knowledgeable, friendly and the ambiance was good.  

Next week in Blogs 3 & 4 I’ll take a closer look into some other forms of advertising that Adidas are utilising in their IMC campaign.   
  
Bye for now.  Cheers, Andy

Introduction to Adidas Boost

Hi.  My name is Andrew Latham.  

Over the next three weeks I will be posting six blogs analysing current integrated marketing communication from one of the world’s largest sporting companies....ADIDAS. 

On the 27th of February 2013 Adidas globally launched its latest innovation in running shoes: Energy 'Boost' 

At the products launch event in New York City Adidas Executives claimed the new technology, three years in the making, will revolutionise running shoes and that it marks a 'new chapter' for the running industry. 

'Boost' will only feature in Adidas running shoes for now but they have plans to roll out the technology across all athletic footwear including Tennis and Basketball.  

Adidas believes the running shoe category is its biggest opportunity for growth, as the brand attempts to claim market share away from runaway category leader Nike. 

The next five blogs will take a closer look into the marketing campaign, communication channels, media used by Adidas and investigate its success or failure.  

Bye for now!  Cheers, Andy 

"Adidas Makes Its Run At Nike - Forbes." Information for the World's Business Leaders - Forbes.com. N.p., n.d. Web. 1 Mar. 2013. <http://www.forbes.com/sites/tomvanriper/2013/02/13/adidas-makes-its-run-at-nike/>.