Integrated marketing has the unique challenge of having to keep up with a world that is constantly changing, which means consumers that are constantly changing. It takes countless personal innovations for this to be successful and whether it be in the form of online marketing, television, buzz marketing, movie product placement, song placement, or sports team that brands job is to keep showing up.
Who knew a check could appear in all of these places, and lure us in with its new designs and pristine marketing? No, not a check you write to the bank. The check. Maybe better known as the “swoosh”, the Nike swoosh. As there are many brands of tennis shoes out there, no brand has been able to keep up with the way a Nike shoe markets itself. Shoes can all seem pretty similar when it comes down to it, but Nike has proven to go beyond just a shoe, it’s a brand.
Nike’s marketing strategy rested entirely upon a brand image, which is favorable and has evolved into a great multinational enterprise over time. The favorable brand image has been kept afloat due to the strong association with the Nike’s logo, which is quite distinctive, and the slogan “Just Do It” which has been used in advertisement for quite some time. The company has been known to invest heavily in advertisements and brand promotion since the time it came to be.
The Nike athletic machine began as a small distributing outfit located in the trunk of Phil Knight’s car. From these rather inauspicious beginnings, Knight’s brainchild grew to become the shoe and athletic company that would come to define many aspects of popular culture. The swoosh logo is a graphic design created by Caroline Davidson in 1971. It represents the wing of the Greek Goddess NIKE. Caroline Davidson was a student at Portland State University in advertising. She met Phil Knight while he was teaching accounting classes and she started doing some freelance work for his company. Phil Knight asked Caroline to design a logo that could be placed on the side of a shoe. She handed him the swoosh, he handed her $35.00. In spring of 1972, the first shoe with the Nike swoosh was introduced.
Nike has marketed online in a variety of ways. Not only does their product appear on a variety of online “stores”- everything from Nike, to Footlocker, to Zappos, to Nordstrom but also they have a strong presence in the world of social media. Nike commercials are one of the highest-ranking YouTube channels, but their dominance truly shined at the 2012 Olympics. Nike may not have been an Olympic sponsor, but the CheerMeter tool revealed that Nike was top of the podium in social engagement for sports brands during the 2012 London Olympics. Nike dominated the Twittersphere, with over 16,020 tweets associating the brand with the word Olympic, beating rival Adidas by 6,725 tweets, who were mentioned in just 9,295 Olympic-themed tweets over the course of the Games.
Sports Teams and Atheletes
Nike is a “sponsor” for thousands of teams and people around the world. Nike pays top athletes in many sports to use their products and advertise their design. Nike’s first professional athlete endorser was Romanian tennis player Llie Nastase. Followed by the first track endorser was distance runner Steve Prefontaine. Today, the Steve Prefontaine Building is named in his honor at Nike’s corporate headquarters. The signing of basketball player Michael Jordan in 1984, proved to be one of the biggest boosts to Nike’s publicity and sales. Nike was the official kit sponsor for the Indian Cricket team for five years, from 2006 until the end of 2010, which proves the successfulness of the brand nationally. In January 2013 Nike signed Rory Mcllroy the then number one golfer in the world to a 10-year sponsorship deal worth $250 million dollars. Currently Nike manufactures and provides kit uniforms for a wide range of teams around the world. From teenage soccer teams, to sports camps, to top athletes and teams, Nike covers it all.
How Nike has changed it Marketing Strategy in the Past Year- Keeping up
Nike realizes that the world of marketing is changing, and they are changing with it. What they currently spend TV and print is down by 40% from a few years ago. The total marketing budget hit a record $2.4 billion last year. Nike has decided to target 17-year-old’s who spend 20% more on shoes than their adult counterparts. Nike spent nearly $800 million on ‘nontraditional’ advertising in 2010.For the first time in its history; Nike isn’t wholly reliant on a handful of superstars to move merchandise. After perfecting the art of big branding, it’s moving on to a world in which its consumers want to be told less and just do more. Nike Digital Sport, is a new division the company launched in 2010 that new engineers to make technology for digital communities. It seems as though Nike is certainly keeping up and soaring to new heights in the marketing worl
Nike and Buzz Marketing
Nike has done such a good job of marketing online, on television, and around the world that is has naturally become the buzz from little children to older adults. Whether you want a pair of Nike Free’s, Jordan’s, or Air Force ones, Nike has found a way of convincing you they have just the shoe for you. Nike has gone beyond just shoes, and for some it may be the buzz of the newest commercial that is out, or a summer camp. Yes, a summer camp. As a high school I attended Nike sponsored running camp, and because it was Nike there was certainly an extra buzz. Nike outfitted us from head to toe with shirts, shorts, and new shoes. This running camp made me a believer of the brand, and helped me better understand the “Just Do It” mentality.
Nike Commercials, A brand of their own
We all have our favorite Nike commercials. They are so good; you watch them over and over again. They challenge us to go beyond our limit and Just Do It. Check a few of the top ones out by clicking here. Whats your favorite Nike commercial?
Ever thought about Nike running camp?