After choosing Nike as the company that I want to come up an advertising plan for, it’s very important to study their marketing strategies and make sure my idea is aligning with their plan, before moving further.
Over time, the sneaker giant Nike has made many changes on their marketing strategies:
- Nike focus more on digital marketing now over the traditional TV and print media.
- Nike has decided to target 17-year-old’s who spend 20% more on shoes than their adult counterparts.
- Marketing & advertising campaigns are increasingly split between Wieden + Kennedy and a host of other agencies that specialize in social media and new technologies.
- Nike is now more focusing on the unique edgy design of shoes.
- Nike is more relying on social media and high technology now than a handful of superstars to move merchandise.
Nike also has some major technology breakthrough recently:
- Nike created the Nike+ platform, which is a multi-channel, multi-sensory marriage of Apple and Nike technologies that allows individuals track their work out performance on Apple products. This platform allows Nike to have a personal conversation with customers. It also acts as a laboratory that lets Nike study its customers’ behaviors and patterns.
- Nike also launchs Nike+ SportWatch, NIKE+ FUELBAND.
- Nike have created a massive interactive installation on Johannesburg’s fourth tallest building, the 30-story, 138 metre Life Centre, between tall images of Cristiano Ronaldo and Robinho for the Fifa World Cup. The interactive LED screen is about the size of half a football field and enables football fans to submit personal messages to their favourite players and have these broadcast for the city to see.
Sources:
http://www.creativeresident.com/nike-digital-marketing
https://www.youtube.com/watch?v=ZvAttzUzEro#t=22
https://www.youtube.com/watch?v=KZzmHt3dj7w#t=135