What would you change?

We at adidas are about to begin a promotional campaign called mi adidas. The aim of this project is to increase awareness and sales of our exclusive mi adidas training footwear. To achieve this, we are going to provide an array of sporting mentors with this product free of charge, along with an incentive to refer our target market to our store, SPC, in which they can purchase this footwear.



Our target market is boys and girls aged 13-17 who are from an affluent background. Thus, our sporting mentors will comprise the following people situated locally in relation to the SPC:

• Personal Trainers of gyms,


• Coaches for top Junior Grades of football clubs


• Coaches for top Junior Grades of rugby clubs


• Coaches for top football teams of Colleges

There will be one of two different types of mi adidas boots given to the mentors: adidas Predators for the football and rugby coaches, adidas Bounce for personal trainers.



We are giving these people free product to wear for exposure. That is, they interact with, and are admired by, our target market. We will provide each mentor with fliers to give consumers who inquire about the footwear. As an incentive for the mentors, we will give each of them $100.00 for every 5 consumers who use the fliers to purchase something from the SPC; each flier will have a tracking number to determine who the consumer received the flier from. To motivate these consumers to purchase from the SPC, the fliers will have a ‘gift with purchase’ deal.



To communicate with these mentors, we must create a database with their contact details. Once we have accumulated our mentors on this database, we will contact them to establish who are interested in participating.



The benefits from this project will mostly impact on the mi adidas footwear range by increasing awareness of the product, and by increasing motivation for purchase as a result of the mentor wearing the product and the ‘gift with purchase’ deal.



Additionally, the project will increase awareness of the SPC store, and will increase sales from the mentors and our project’s target market.



Therefore, we see the project as a wise investment.

What changes would you make to make it clearer and better?

Thanks