To that, the organization says: It was a dark and stormy night… — 24 Examples of Storytelling in Marketing. Want to supercharge your word-of-mouth? Check out ReferralCandy , the automated word-of-mouth machine that get you more sales each month.
When a Nike athlete scored a goal, display ads were delivered to fans in real-time. Fans could also rotate their players around in 3D, framing them for shots that can be personalized with filters, captions, and stickers. Nike makes some of the best ads in the business.
They teem with world-class athletes displaying their extraordinary skills. The ad features teenage boys transforming into Ronaldo, Neymar Jr. Consumers today expect more from the companies they buy from.
Recently, Nike opened its 7th community store in Detroit, a city struggling to thrive amidst bankruptcy and years of economic hardship. Since then, it has worked hard to ensure that never happens again. The company maintains separate Twitter accounts for each of its subsidiary brands e. They also frequently contain calls-to-action for followers to respond to and engage with the brand. In this way, Nike builds strong relationships with their customers, making them more likely to repurchase from Nike in the future.
Meaningful story — sell aspiration, not just a product 2. Make fun and enjoyable ads 7. Reach out to your community 8. Killing it on social media — engage and respond! For this reason, you want to have the right eCommerce growth hacking tools that will explode your online traffic All the next products were an enhancement of this concept. The chip in the shoes was integrated with the iPhone, enhancing the possibility to view, manage and share the tracking results through iTunes.
In September , Nike introduced a running app to be used in the latest iPhones. The app used the phone's accelerometer and so there was no need of a chip in the shoe. Going miles ahead of its competitors with a user community of more than six million people, Nike products were not just dressing up the athletes but also coaching the masses who wanted to be like athletes. The whole evolution process has managed to change the concept of what a regular apparel seller is. Through apps, Nike has come closer to its customers and can study them and communicate with them conveniently.
In contrast, a regular apparel seller even after spending huge amounts on advertising can only expect to meet a customer in the store when the customer has already made a decision to go and shop there. Thanks to its technology leap, Nike, it is said, was able to cut down on advertising expenses by 40 per cent without compromising on efficiency and results. Yes, it is back to shoes but with lots of electronics, including Nike Chip Skis.
Nike's tech growth was also accompanied by social media initiatives. In , Nike created a Facebook account. Today, each Nike sub-brand has its own Facebook page, which runs product specific promotions and features events in a particular sporting activity.
It also provides information on the latest game of endorsed athletes. For example, a Facebook user who wants to know more about the latest basketball shoes or game can turn to Nike Basketball Facebook page. Nike pairing up with Apple Inc, another company known for its innovative products, was a way to bring into its fold the Facebook fans of the company.
This helped the company to increase brand awareness and also reach out to customers who were still in two minds about choosing their brands. The tie-up with Apple was Nike's realisation that most runners will use iPods or iPhones to listen to music while jogging. One of the company's latest products is Nike FuelBand, a wristband that calculates the amount of energy spent during a day. The band tracks the wrist movement, predicts the activity performed and the approximate amount of calories burned.
However, the number of calories spent is not a robust index of energy used because calories burned by a person who weighs kg is not the same as the same amount of energy burned by a person who weighs 50 kg.
So, to create a platform where a group of people can compare their energy spent, Nike created a new index called Nike Fuel. The page on Facebook does not say much about the FuelBand. Instead it uses the social media site to motivate its users to get fit. On this page, every week Nike sets a new challenge for its followers. And it is here that Nike Fuel comes into play. Users can compare the Nike Fuel accumulated and comment on the challenge, motivate each other, share their difficulties and get suggestions on how to improve the general level of fitness.
Nike has been creative since the start. It has been pushing the technological boundaries of innovation to offer its customers new products and also differentiate itself from its competitors. Somewhere in its evolution, Nike also realised the importance of hi-tech gadgets in day-today lives. So it started to combine new products with hi-tech solutions to give unconventional capabilities to a customer of sportswear. Nike was also quick to seize the opportunity offered by social media to engage with a wider customer base so much so that it is now able to link its new hi-tech gadgets to social media platforms.
The power of such customer contact is phenomenal as it gives greater visibility in a single click, generates interactions among customers and gives the company an opportunity to collect info about customers' choices and preferences.
It also gives endless chances for customer segmentation and product differentiation, the pillars of any marketing strategy. Nike's success lies in its ability to understand how innovation can be used to reinforce brand identity: It also remains consistent with its original brand identity. The brand identity, therefore, is in sync with the ideas of individualism, aggressiveness, performance and empowerment.
This helps Nike differentiate itself from its competitors. While Adidas's identity is built on team activities and community achievement, Reebok focuses on fashion and street credibility. But the move towards social media is potentially dangerous as the idea of sharing information and belonging to a virtual community may be at odds with the individualism and rebelliousness of the Nike brand. Of course Nike cannot ignore the social media but it needs to embrace it in a way that does not impact its brand positioning.
The stress on using social media as a platform in which individual achievements are celebrated seems to be the right way to go. Nike's brand management, therefore, is based on continuous revitalisation through gradual delivery changes in the brand's positioning.
This approach is less risky than the intermittent repositioning efforts of other brands for example Burberry Group. Continuous revitalisation needs constant investment in consumer research with focus on development of brand image and the extent to which brand perception aligns with brand identity.
The USP of Nike is not its ability to effectively innovate but in its understanding of how innovation can be used to reinforce its original associations. Simona Botti, Associate Professor of Marketing, London Business School Nike took a unique approach for its shoe manufacturing process and occupied the mind space as a maker of athletic shoe:
NIKE, Inc. (NIKE) is engaged in development, design and marketing of footwear, apparel, equipment and accessory products. It is a seller of athletic footwear and athletic apparel in Price: €
o Due to the current recession and unemployment rates Nike could use its strong research and development and technological advances to develop a range of high quality, yet more affordable shoes.
From a marketing standpoint, Andre was the perfect vehicle for Nike. Like us, he was anti-tennis establishment and he was different. To satisfy McEnroe’s need for an image change—and to appeal to the huge market of older tennis players who don’t want to look like Andre—we segmented the Nike tennis products. Marketing Research Project On Consumer Behaviour towards Nike footwear Submitted by:Submitted to: KUNAL MADAANMs. Kangan Jain Bachelors of Business Studies Kes.
Our objective for this market research is to determine whether a line of business casual shoes for men would be a beneficial addition to Nike’s assortment of goods based on their marketing. Marketing Research of Nike: Nike, Inc. is a major publicly traded sportwear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area.