Chapter 16 Intergrated Marketing Communication

Jordan Brand a company known all around the world not only because of Michael Jordan, but because of the impact it had on the sneaker culture. Promotion of the brand makes the customer aware of all the sneakers and clothing the company provides. The promotional strategy Jordan brand uses informs the consumer. Advertising is a big role to Jordan Brand. You can find out the latest sneaker releases all over the Internet and magazines. Jordan brand uses the Internet so well by posting on their Jordan brand twitter about their latest product. Sneaker forums and websites like nicekicks.com, get the latest info on where to purchase the sneaker and where they will release at. With the limited availability of some sneakers, the consumer will search to purchase the product. The Public Relations Jordan Brand has is the "Wings for the Future" campaign. These events help the brand educate the community and people about the message they are trying to provide. Jordan brand does different summer programs for kids where players like Carmelo Anthony and Chris Paul go around talking to kids on the importance of education and also to donate money to different schools and programs. Informing promotions seeks to convert an existing need into a want. Jordan informs customers months in advance on limited sneakers making the consumer hype the sneaker until it releases. The more people talk on forums about how much they want a shoe, the more attention it gets and make the consumer make a dessision. A couple days before a sneaker launches you can find a reminder on their twitter blog on the sneaker that will release , which usually happens on a Saturday.