Nike's new procedure for their global marketing offers had their competitors in addition to fans alike wondering whether a different era in massive-brand marketing has happen. If so; is this working?
Nike is among the few major sports labels that has truly embraced the electronic digital generation. They recently altered their core target market place to seventeen-year-olds, citing that this age group spends 20% extra on shoes than the older counterparts. air max pas cher This shift in perspective has caused an entirely new solution to their communication with its fans because marketing nowadays is centered on communication. As Mark Parker (Nike CEO) explained, "Connecting today is the dialogue. "
Nike started the Fuelband, a wristband that permits sports-lovers to track its progress through an involved website. Not only did the Fuelband receive massive success but it surely also spawned an on the net community that revolved all over Nike bringing sports towards people's everyday lives. Another positive (and rather sneaky) benefit into the Fuelband online community usually it acts as a continuing marketing survey for Nike items and Nike's market, regularly letting Nike know very well what people like about what they sell and which sports are most favored.
In 2006, Nike+ ended up being conceived. Partnering with Apple and riding on the wave of success your iPod created, Nike added yet another aspect to their on the net interaction. Fortune's Scott Cendrowski points out it best:
"Powered by way of sensor inside running shoes, the service both displays a runner's performance in addition to provides digital coaching. A voice lets runners recognize how much farther they should go; the PowerSong function builds a musical blast for added motivation. At the end, it logs details on the workout onto Nikeplus. com, where users can store and analyze the information, get training tips, in addition to share workouts with associates. "
Another online town, nike air max 90 soldes another way to find Nike consumers' workout plus behavioural patterns and music tastes and generally another way to determine how they live its lives. Nike has perfected the art of having in touch with folks that support them.
Nike realised that they had to go wherever their target market was going and consult them on their amount - basic marketing principles however it lead to a brand-new brand personality for Nike. The international Facebook page currently has 8, 938, 010 would like. Their Nike Footballs Facebook page boasts a staggering 11, 807, 328 would like. The Nike Facebook software package has 360, 000 month to month users - that's 360, 000 people updating Nike's market research every single month that is certainly not even the whole picture. Their Nike Opportunity Facebook app has 400, 000 monthly users and their Nike Free Go iD has 80, 000 monthly users. A very impressive transition in the digital world and this shows that Nike really know how the social networking universe operates.
On Twitter, they need a slightly disappointing 377, 367 fans. Then again, the tweets results page is consistently flooded with mentions.
Really, Nike really put their stamp around the social-media map when many people hosted their 'Write one's destiny campaign'. Operating from their own Nike Football Facebook page, air max 95 noir the campaign revolved all over hearing what their fans was mandated to say about their most popular football players. A tab on the page let users pick from a selection of internationally-recognised footballs online players and write a 43-character tag-line. A common or catchy tag-lines were screened for a pre-determined time on the life Centre, using an DIRECTED screen the approximate size of half a sports field. Tag-lines could in addition be entered through Twit, using the #NIKEFUTURE hashtag.
The campaign not exclusively let Nike know who their fans' favourite basketball players were but also used the thinking behind recognition as a reward instead of tangible give-aways, which probably worked as good as any Nike package perhaps have.
Not only did the campaign receive international acclaim for being innovative, edgy and modern but it really also ensured Nike's place for a big brand name inside the South African market - a market which is too often neglected. Write One's destiny showed the world that will Nike was in-tune with the new digital age that has lead many other international brands to miss out on the younger industry.
Nike has now significantly reduced the portion in their marketing budget spent at traditional, off-line advertising. Nevertheless, this doesn't mean that they've reduced their marketing budget normally. Rather, Nike has poured his or her funding into marketing that works now besides marketing that worked in advance of. They spent a record-breaking $2. 4 billion dollars on advertising and marketing in 2011, the major it for their on the internet interaction. air max 97 silver bullet now flight first on their Facebook stage, as opposed to the traditional way of putting them on TV and later making the advert available online. It's an approach that other companies are often far too scared to try - but it's working.
The world now awaits Nike's next move. We're all betting it will be a completely new take on the social media connection, definitely a topic of conversation and once again wow Nike fans and clients across the globe with its interactive approach and edgy design.