Event & Social Media – how do they fit together?
"1. Adidas boss Kaspar Rorsted has announced that he will invest a large part of his 2.5 billion marketing budget in events rather than in digital projects. Why does a global corporation do that?
Goeran Goehring: Sport is live experience pure. Either you do sport yourself or you watch it – whether live on the spot or via some kind of communication channel. Adidas can target its customers more precisely via such events, but also focus on individual products and the respective sports in the communication. Potential customers have an intensive touch point with the brand, because they experience the brand Adidas and its products directly and live. In addition, such live experiences are communication measures which are easy to evaluate based on predefined targets, and they offer an excellent feedback channel for ideas and impulses for new innovations for sport items and fashion."