Adidas Online Strategy Proposal

Trevor Grady

Strengths- High brand recognition- Popular and active social media profiles (Facebook, Twitter, Youtube, etc.)- High-profile celebrity endorsers- Proud and loyal consumer base- Inherently fun, exciting, and sexy product line- Success in Basketball

Weaknesses- Nike has the edge in baseball and football cleats- Price too high for some targets- Could do better in casual footwear and leisure apparel sectors- Many products only bought once or twice a year

Opportunities / ThreatsOpportunities- New product line by Stella McCartney will target more women- Target emerging sports like Lacrosse, BMXThreats- Counterfeit products- NBA lockout

Facebook and Twitter- Aggressive use- Promote conversation- Utilize different profiles for different divisions of Adidas, engage in internal conversation- Special offers, promotions, contest, etc. through Facebook and Twitter- Balance proactive and reactive activity across social media platforms (Twitter, more reactive)- Keep up with celebrity endorsers through social media, and encourage them to interact with Adidas- Post fun/interesting content not necessarily related to Adidas- Update/be active EVERY DAY

Youtube- Big opportunity for long-form advertisements and/or viral videos- Products have important features that separate Adidas from competitors

- These points of differentiation can be shown in a straightforward manner, or in a funny, experimental, avante garde way that will get people talking- Air time is free, you only need to pay for production which can be very inexpensive- Use social media to spread these videos

Search Engine MarketingUtilize Google Adwords- Target specific keywords "run faster shoes" "jump higher shoes" "best basketball shoes" "fitness apparel" "athletic apparel"- Budget: 20% of total marketing budget for 3 month trial period. Drop keywords with low conversion rate, boost those with high conversion rate- Make sure each ad is targeted to a specific niche

Website- Keep dynamic, interactive design- Try to encorporate more keywords on the landing page to promote search engine optimization- Play a video (user has the option to skip) featuring number 1 product at the moment

Metrics- Monitor all social media platforms to find consumer likes/dislikes that can help Adidas- Take full advantage of Google Adwords' statistics and experiment with new keywords, budgets; monitor EDC, eCPM, etc.- Use Hootsuite (or similar program) to keep track of everything being said about Adidas AND competitors

- Increase social media activity, more importantly interactivity, with Facebook and Twitter- Utilize Youtube for long-form commercials and viral video to gain even more exposure- Effectively monitor social media, Youtube, Adwords so no resources are wasted- Overtake Nike as the most popular outlet for athletic equipment and apparel

Goals