3.10 Interview with HyeongKeun Kang, adidas Part 2

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Del curso dictado por Yonsei University

International Entertainment and Sports Marketing

122 calificaciones

Yonsei University

International Entertainment and Sports Marketing

122 calificaciones

Curso 5 de 6 en SpecializationInternational Marketing & Cross Industry Growth

This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week. People who successfully complete this course will obtain the following outcomes: (1) You will learn the key characteristics of sports marketing. (2) You will learn the key characteristics of entertainment marketing. (3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. (4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. (5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).

De la lección

Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing

In Week 3 learners will be instructed on how companies can seek growth opportunities by cross-country and cross-industry innovation using both sports or entertainment. For both sports and entertainment, they can be the source or the beneficiary of innovation ideas. We frame this as innovation exporting or innovation importing whether it is at the cross-industry level or the cross-industry level, hence CCCI. Learners interested in activating sports and entertainment in a cross country or cross industry manner can adopt the various strategies covered in the interviews with Jörg Dietzel at Audi and HyeongKeun Kang at adidas.

3.1 Cross Country Sports10:54

3.2 Cross Country Entertainment Part 17:56

3.3 Cross Country Entertainment Part 26:30

3.4 Cross Industry Sports9:42

3.5 Cross Industry Entertainment Part 18:07

3.6 Cross Industry Entertainment Part 28:17

3.7 Interview with Jörg Dietzel, Audi Part 111:01

3.8 Interview with Jörg Dietzel, Audi Part 28:38

3.9 Interview with HyeongKeun Kang, adidas Part 18:05

3.10 Interview with HyeongKeun Kang, adidas Part 211:46

Instructor's Thank You0:12

Conoce a los instructores

Dae Ryun Chang
Professor of Marketing
School of Business

You just said that the boundary is not so clear between athletes and entertainers,

that they all can be 'influencers',

and as far as I know, you use hip-hop artists or other celebrities as influencers.

Can you please tell us about some successful examples?

When we generally say 'influencer', we think there are top influencers and other layers.

But with the big influence of social media nowadays, consumers are not just inspired by someone's fame as before.

But now it's more about the value, professionalism, their knowledge and experience. Something that's practically helpful to their followers.

With endorsers that we can call 'Big Assets', these are really famous people, consumers cannot avoid feeling a distance with them.

We do follow them but still we still feel that they belong to a different world,

This is true for top celebrities or top influencers, but now in the social media era,

people who feel like our neighbors, especially those who we can feel closer to,

let's call them medium or smaller scale celebrities, feel more approachable.

To see an example of the so-called 'Big Names', David Beckham is a huge name but a local asset such as Son Heung-min

can have a bigger influence on many people here

so that is the reason we call that influencer a 'creator' before categorizing him or her into entertainment or sports.

Those creators develop people's lifestyles, and they influence consumers who desire greater values from the field they are interested in.

This is a good marketing tool, connecting a brand to consumers organically, which is happening now in the social media era,

and that consumers themselves can deliver the message on their own as contents providers, making normal consumers more influencial.

On the other hand, the top celebrities we have talked about for a long time beforehand, were used and exposed in very commercial ways,

making consumers take the message from them not just as it is.

But now, consumers tend to be influenced more by influencers with more authentic messages, and by those who are seen more frequently.

These are more suitable for this era and today's media environment, so we

have started working with this idea, marketing via these influencers or creators, what we call EIM marketing.

EIM marketing stands for Entertainment Influencers Marketing.

Pharrell Williams and Kanye West are good examples of this.

They are not just musicians but artists who they have their own beliefs, stories, and devoted fans who follow them.

We combine their name value and stories to existing products, but also practice more open source collaboration marketing,

and it doesn't just end with marketing but we use them as business partners,

such as using tied-in promotions, ultimately creating a broader market and success.

Then do you differentiate your marketing just for those creators?

I guess someone must work on this through big data. Do you also conduct off-line marketing?

Yes we do.

At our global headquarter, we have a marketing unit that formulates our global strategy.

We execute that marketing strategy in Europe, or in Hollywood, and so we keep trying to find

influencers, or creators that impact fans all over the world.

To name influential cities, they would be New York, London, Paris, Tokyo, and nowadays more and more Seoul's influence is becoming bigger.

We then track those influencers and creators,

and coordinate key strategy decisions with our partners,

and we work on this very regularly, updating materials, and conduct open source collaborations.

This all requires lots of data analysis, right? Yes, it does.

It's because we have to figure out where and when consumers get affected the most and become more enthusiastic.

So it's not just about how we deliver our products to marketing through stores, but about putting concept at the center of the product,

and we provide services to offer holistic experiences with the product.

Going to a higher dimension, we provide consumers an experience at a third level, where the concept is activated,

and we call this internally the 'Bulls-Eye' approach.

We try to provide consumers the experience that connects the product's key concept to creators a this third level, through retailers,

and make it a better place to enhance the feelings of consumers,

maintaining and promoting the ehancement, loyalty, and desire for the brand.

Good.

And lastly, this course is about international marketing but it also focuses on so-called Cross Industry Innovation.

It's about how we can outsource key solutions from different industries.

What I want to ask you is how does ADIDAS collaborate with other industries, i.e. those not in sports or entertainment?

You may already know, but ADIDAS had a product named 'Boost' that promoted comfort.

Well, there is a global company BASF based in Germany. Yes, it's very well known.

We collaborated with them to produce dashboards on cars,

which are shock-proof.

All the shock-proof materials are produced by BASF and then made by Boost.

We are a sporting company, and we may appear to have nothing in common with a chemical company like BASF,

but by collaborating we can provide consumers a new benefit like safer cushions

This how we innovate, through open sourced collaboraion.

And to talk about another example, there is something called 'lung tested'. Nowadays, digital and ICT (information communication technology)

allow customization of products and services such as with wearable designs which can be used globally.

So ADIDAS Global is now working with the outfit Lung Tested,

to provide that kind of customization,

with such technology to fit our products and services to the individual and his/her health.

Then you musy be busy cooperating with IT companies.

The CIOs (Chief Information Officer) are now our most important partner for our CMO (Chief Marketing Officer).

We now live in an era where marketing cannot be talked about without IT, so digital and marketing

will continue to go hand in hand, both in our products and services.

Also, experiences in the stores are already being digitalized and modularized,

and so I think now all brands will try to provide such experiences to consumers.

So the common denominator is the experience? Yes.

There might be many kinds of technologies but they must all enhance the brand experience.

Experience and performance. In O2O, I mean On-line to Off-line, and Off-line to On-line, and also in Omni-Channel marketing,

the goal is to have consumers enjoy greater sentiments or perceive that "Wow" factor.

Think about it consumers themselves are media channels. The consumer is the media?

Yes, consumers are the media, and our shops also act as media platforms,

And so when we deliver consumers a product combined with services and experience as a total integrated package,

we are convinced that this will be an effective approach in the age of desirable brands, Omni-Channel marketing, and O2O.

Ok. this was very insightful. Thank you.

Thank you so much.

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