Adidas' Communication Strategies: Online & Offline Campaigns & Promos - Research Paper

Introduction

Adidas uses both online and offline methods to conduct its communication campaigns and promotions. Adidas also develops websites that provide information to their consumers and potential buyers. These informative websites by Adidas enable it to maintain a positive image concerning its brand and offer better services to their clients. Due to the full range of competition offered to Adidas by other similar shoes and sportswear companies, Adidas has become more dependent on marketing communication campaigns to stay on top of that market. The marketing communications by Adidas are essential also because modern consumers have increased their knowledge concerning products. The platforms offered by Adidas, which enable interaction between them and their clients, for instance, gives customers online bargaining power. This paper analyzes the marketing communications campaign for Adidas.

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Personal Selling

Personal selling, in general, involves a sales agent as a source of the product to direct consumers. Sales agents, on the other hand, improve sales through methods such as the application of beautiful photography. The Adidas sales agents, therefore, present their art in photography, which has worked positively to attract more sales. Through personal selling, Adidas has also established personal relationships with their consumers (Wright, 2019). Personal selling has also played an active role in promoting sales by Adidas through the positive reputation it has created to individual consumers. As part of private auction through agents, Adidas packaging is conducted in such a way that it represents the quality of the products passing on communication to consumers.

Advertising

Adidas has been using branding as a method to alter perceptions and expectations positively by a target market. Covert advertising by Adidas, for instance, is where it presents and introduces its products in popular movies with everyone's favorite character wearing them. Adidas also uses celebrities to communicate about their products as it is easier for them to convince people. Adidas also uses sponsorships and endorsement; it works hand-in-hand with successful individuals primarily in the sports industry, to promote their products, such as Mohamed Ali, who was an American boxer.

Internet

Adidas has made use of the internet in most ways to reach out to its clients, such as its web. The Adidas wed contains most of the information regarding Adidas and its products. The company has recently used windows messenger on the platform that allows gaming for promotion on its f50 boots targeting males age 15-24 (Kylee, 2019). This strategy increased sales by 14% for the company. Adidas has also used pop-up ads to attract sales. However, the main goal of the application of internet marketing by Adidas as a marketing communication campaign is to attract the youths due to the much time they invest online.

Conclusion

In conclusion, Adidas uses various methods for its marketing communications campaign. Some of the ways include; personal selling, advertising, and the use of the internet. Adidas uses particular trading through the use of sales agents and brand representation through fine art. Adidas advertises its products through the use of celebrities or introduction to the entertainment industries. Some programs such as football have been supported by Adidas, where it works closely with the successful players to create brand awareness. The internet, on the other hand, is where Adidas has focused on targeting the youths.

References

Wright, M. (2019). Strategic Audit of Adidas.https://digitalcommons.unl.edu/honorstheses/135/

J., K. (2019, November 3). Adidas and Marketing Communication [Blog post]. Retrieved from https://ivypanda.com/essays/adidas-and-marketing-communication/https://ivypanda.com/essays/adidas-and-marketing-communication/

(2020). Retrieved February 6, 2020, from https://universitywriting911.com/uploads/2017Dec/952/Communication_Strategy_of_Adidas.