The social media strategy of the company ASICS will be the focus of the blog that I will be doing. Even though ASICS has major competition in the form of Adidas and notably Nike, the company prefers to concentrate on product development rather than ambush marketing tactics.
Tracking and monitoring: ASICS is a company that caters mostly to runners and health-conscious individuals, notably marathoners. This enables the audience to comprehend the aims and goals of ASICS' direction, which is communicated via their advertising and marketing efforts, and to make informed decisions. The launching of new ASICS shoes and the success of its ambassador athletes are the two most important themes that the company portrays. This connects consumers directly to the athletic sector, offering confidence that they are dealing with a reputable brand, particularly if world-renowned athletes are utilizing the product. When it comes to measuring the performance of their social media campaign, ASICS doesn't presently do anything in particular. This is something that I will take into consideration while evaluating how well I am doing on my task. Close monitoring would undoubtedly benefit the company in keeping a close check on their influence on social media if it were to be included.
Channel/distribution: The primary market that ASICS targets via its marketing and social media efforts are those who like running, marathons, and other endurance events of various kinds. In contrast to Adidas and Nike, who are continuing their battle to see who can outwit the other with fantastic ambush marketing tactics and massive sponsorships, ASICS is concentrating its efforts only on the athletic environment rather than conventional media. It is my opinion that ASICS' connection to the sports business surely aids the company in 'connecting' with those who are most enthusiastic about sport. However, even though ASICS is a world-famous company, using this strategy lends the brand an image that is more centred on the local community rather than on a global scale, as is the case with brands such as Nike and Adidas.
Communications/Material: ASICS enjoys sharing content with its customers via the use of brand ambassadors and social media, which includes frequent updates on Facebook and Instagram. ASICS, on the other hand, does not always use Twitter to its best potential, and its following on Twitter is very little when compared to their following on Facebook. I'll be delving into this topic in further detail throughout my research for my project.
Engagement: Through the 'Support your Marathoner' Campaign, ASICS has provided an excellent example of how to increase engagement and involve those who would not normally use social networking sites in the process. This effort allowed loved ones to provide words of encouragement to the marathon runners that they were supporting by sending films, photographs, or text messages to them. At the marathon, every runner was given an RFID tag*, which could be hidden in their bib or connected to their shoe. When participants pass by sensors at certain mile points throughout the race, their customized words of support are shown on large LED displays in front of them on the course. Runners may register using social media sites such as Facebook or Twitter, where they can build a profile page and request encouraging words. Friends and family members may use their own Facebook and Twitter accounts to record and publish messages to one another. Aside from that, runners may pre-record messages that are sent out when they pass particular mile markers to keep their supporters up to speed on their journey.
ASICS had considerable success with the aforementioned 'Support your Marathoner' campaign, which was detailed above.
For ASICS to accurately quantify their success or failure on social media, measurement techniques must be put in place immediately. This will also enable them to distinguish between the more effective techniques and those that are not necessarily appropriate for their target market. Particular attention must be paid to the Facebook, Instagram, and Twitter accounts, as well as to the measurement of the usage of these accounts. When it was launched for the first time, during the 2010 ING New York City Marathon, the campaign received 19,000 personal notes and 2,000 videos. Additionally, in addition to continuing in New York, the program has subsequently been extended to include the Honda LA Marathon on the West Coast. Organizer Logee describes the event as "the world's first socially powered marathon." "The use of social media platforms has made us more shareable, interactive, and engaging than anything we've done in the past." This is the sort of influence marketing on behalf of a company that has the potential to alter the way a sport is handled.
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