Initially for Nike's audience, the felt need wasn't for better running shoes, but for a better way to get in shape. They know their core demographic includes heavy Instagram users and so it makes sense for their brand to maintain a presence there. #contentmarketing #blogging, Providing customers value, no matter the medium, will never go out of style. Check out, An Analysis: Christian Louboutinsâ Red-Hot Marketing Strategy, Marketing: How Reebok Relaunched And Became Cool Again, own 48% of the American athletic footwear market, but its share of the basketball footwear market is at a staggering 96%, It was a dark and stormy night⦠â 24 Examples of Storytelling in Marketing. function setCookie(name, value, days){ He later used that design to create the first Nike shoe commonly referred to as the "Nike Moon shoe." Here's the cool thing: Bill didn't sell shoes; he didn't need to. Even today, Nike continues to expand on the Nike+ technology, releasing phone apps, watches, and even a dedicated training app! The store opened to huge lines, with customers queuing up 2 days before its launch! They say the more things change, the more they stay the same. var n = name + "="; Nike as a brand commands high premiums. The companyâs management is keen to maintain a good relationship with the customers and as well as with the market. What sort of marketing strategy has Nike used to achieve and maintain this level of market dominance? More than 500,000 âPhenomenal Momentsâ were created âamazing in itself, but even more so considering the subsequent reach every moment could obtain once shared. window.onload = function() { Recap: 1. You'll also want to consider what content creation budget and resources you have available. In the U.S alone, it has 392 stores and the rest are distributed among countries in the world. Could print collateral be something theyâre interested in? While jogging is pretty easy to understand, the waffle tread isn't (at least not until you understand why Bowerman made it in the first place). #contentmarketing, create compelling content that addresses those concerns, turn readers into passionate brand advocates, How To Do Content Marketing Research For A Blog Post, 6 Simple Tips For Using Online Research In Your Content Marketing, The 6 Types Of Social Media Content That Will Give You The Greatest Value, What 10 Studies Say About The Best Times To Post On Social Media, How To Make Writing For Social Media Work For Your Business, creating the best content on your topic anywhere on the Web, Spread ideas, not products. These guerrilla marketing tactics are cheap, easy to do, and good at getting new customers. Or you can download it manually here. Implementation of brand differentiation strategy is allowed by Nikeâs brand name which is a tangible but important factor to ensure future success and maintain its current leadership and market share. Inspired to rethink your own marketing plan? It's unlikely that Bowerman's original goal was to become a millionaire as he penned the pages of his first jogging pamphlet. His goal was to make the world's most lightâweight running shoe. This is fine, but it misses the real point that Bowerman so aptly understoodâspread ideas, not products. It's often pegged as a process rather than a technique, but content marketing doesn't depend on a specific set of tools or a common workflow. HyperAdapt 1.0 has sensors that automatically mould the shoe to the shape of your foot when you step into it. var match = RegExp('[?&]' + p + '=([^&]*)').exec(window.location.search); Nike, Inc. is a marketer of sports apparel and athletic shoes. Nikeâs first self-lacing shoes, HyperAdapt 1.0 (Nike). To that, the organization says: âJust do it.â. ReferralCandy is a product of Anafore Pte. The brand image has been kept afloat due to the strong association with Nike's logo which is quite distinctive and the slogan âJust Do Itâ which has been used in advertisements for quite some time. It does this by playing up the traditional narrative of a hero who works hard to overcome adversity, ultimately emerging victorious against a terrible foe. Doing this well means understanding exactly what your audienceâs goals are and what they want to know, and then being there to answer and give solutions when they need them. Nike's Influencer Marketing Strategy What distinguishes Nike from other shoe brands is that it taps into the power of influencer marketing the smart way. The success of Nike lies in their business strategy, one any retailerâmassive or tiny, online or offlineâcan copy and implement. }. Jogging, the accidental content marketing showpiece by Nike founder Bill Bowerman. One of Nikeâs most successful ads is âWinner Staysâ. Furthermore, just like any true content marketing strategy, it isn’t really much of a “strategy” at all. if(gclid){ They want their purchases to have a positive impact on the environment and on society, and they don’t hesitate to reward brands that do. Or, is there something deeper behind their strategy and tactics? Nike learned this the hard way in the mid-1980s when it lost out on the lucrative aerobics market to Reebok. var expires = "; expires=" + date.toGMTString(); However, they also make sure that everything they post provides value. Make fun and enjoyable ads 7. Far from it. Blogging is the future. Star Magazine once crowned her the worldâs most hated celebrity. Take a page from Nikeâs book and âjust do itâ! Nike makes some of the best ads in the business. When […], What are the best ways for brands to make a difference during times of crisis? readCookie('gclid'); Nike claims to be socially conscious and invests back into the community. Before considering any content distribution tactic, think about your customerâs habits, what types of content they prefer, and where they prefer to find it. Test every headline before you publish. Newsworthy technology 6. If youâre not answering questions, solving problems, being entertaining, or otherwise helping your audience be better at doing what they love, then itâs time to rethink your approach. Social media isnât a one-way street for Nike; itâs a conversation. Instead, they went the extra mile and created something memorable and entertaining while staying relevant to what their audience wants to see. Instead, he sold jogging and all of the benefits that came with it. return match && decodeURIComponent(match[1].replace(/\+/g, ' ')); } Work management processes that drive the best results. return null; The book was technically released before the first pair of shoes, and even before he invented the waffle tread. But it isnât a literal enemy being fought in this case. 1. } Connect customers with solutions to their problems. Capture “Phenomenal Shots” 4. if(!gclsrc || gclsrc.indexOf('aw') !== -1){ While you would think that jogging wasnât something that needed to be invented, it wasnât all that popular as an exercise or activity at that time. Consumers today expect more from the companies they buy from. This should make us pause as marketers. While jogging is pretty easy to understand, the waffle tread isn't (at least not until you understand why Bowerman made it in the first place). A prime example of Nikeâs emotional branding (Nike). Killing it on social media â engage and respond! #marketing, He was "marketing" without even realizing what he was up to, Go where your audience is. The company maintains separate Twitter accounts for each of its subsidiary brands (e.g. 31% of the global athletic footwear market. 3.0 CONS OF NIKEâS CORE MARKETING STRATEGY. Nikeâs audience is versatile. Bowerman's book built trust and provided immense valueâa trait that naturally carried over to his products. It was ground-breaking technology in wearable tech that resulted in an 8.1% rise in profits within the first six months. This reduced the number of components by up to 35 pieces, producing a lighter shoe that still provides as much strength and support as other top running footwear in the market. But providing customers value, no matter the medium, will never go out of style. Aside from that, Nikeâs posts are fun, short, and often motivational, which makes for easy reading and sharing. The blog post headline analyzer will score your overall headline quality and rate its ability to result in social shares, increased traffic, and SEO value. The taglines âJust Do Itâ and âBo Knowsâ became synonymous with the Nike brand, instantly recognizable. Public Relations: Nike uses public relations as a strategy to promote its branding and reach out to its potential customers. One-line summary Nike transformed its marketing strategy by embracing key digital strategies such as data analytics, social engagement and ⦠Helping their customers be better at what they love to do is still the focus of their branding and message. Now make content, gather information, and create products that will help your customers achieve their goals. Bill's secret goal wasn't to sell shoes, he was simply promoting something that he believed in. As jogging became more popular, people needed jogging shoes. Make sure you're thorough in your approach when it comes to doing everything you can to spread your content. These are big questions to answer, but the key point to remember is that its important to go where your audience is. Nike takes the analogy to a level far more relatable: the âterrible foeâ is the voice in your head that tells you, âYou canâtâ. After observing a jogging club in New Zealand, Bill began to understand the value of jogging as a traditional fitness routine. In the mid-1970's, he began experimenting with his wife's waffle maker to design a better tread for running shoes. “Just do it” comes to mind pretty quickly, as do Air Jordan sneakers, famous athlete endorsements, and the swoosh logo. 5 Genius Goop Marketing Tactics (You Can Steal For Your Store), 6 Types of Guerrilla Marketing: Affordable But Persuasive Marketing Tactics, How to Write an eCommerce Return Policy that’s a Win for Both You and Your Customers. no: 200903073C). ; Huge Customer base â Nike has millions of customer from around ⦠Nike uses a combination of different marketing strategies and tactics with reference to its ever-changing 4ps of the Marketing Mix. Nike has subsidiaries like Converse, Jordan, and Hurley. Nikeâs investments in technology is linked with a strategy to offer its products at a premium. In 2006, Nike developed the âNike+iPodâ, an activity tracker that records the distance and pace of its userâs workout through a sensor in the sneaker. 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