How Nike Uses Digital Marketing to Build Relationships
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Deck from a presentation I gave at the LASEC event in Pasadena, CA. Feel free to share or ask questions!
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How Nike Uses Digital Marketing to Build Relationships
- 63. @JKROHRS
- 76. @JKROHRS
- 78. -Nathan Hubbard, CEO, Ticketmaster
- 79. Slide via JESS3
- 86. Example: xChannel by the Numbers
- 87. Meet Stacie • 29 years old • Married • Elementary School Teacher • Runs 4-5 times a week; likes to race against friends • Long-time Nike customer and Facebook Fan but not a current subscriber • Local Store: Niketown New York, E 57th St
- 88. Purchase & Initiate Stacie bought the NIKE AIR MAX+ 2013 because her previous pair of Air Max shoes wore out. She types in the URL for the the landing page and is redirected to the Make It Count landing page on YouTube. Type this into your web browser: Learn How You Can Make It Count www.youtube.com/nike When her shipment arrives she notices that the packing materials contain a post card publicizing the Nike Make It Count Desktop Experience
- 89. Capture Stacie follows Nike , joins the #MakeItCount initiative on Twitter, and selects the option to become a Nike member on Nike.com, opting into promotional messages.
- 90. Cross Sell Since Stacie joined the Make It Count initiative, so we drop her into the Nike+/Fuelband area of the site. Stacie uses guided selling tools to look for other running gear for running in NYC with her friends, and it recommends the Nike Fuel Band and other related gear Running gear She browses the items… Even adding the Nike Fuel Band to her cart… But decides not to purchase.
- 91. Prompt The iGoDigital Customer Intelligence Engine notices she has not purchased the Fuel Band …and triggers an abandoned cart message for the Nike Fuel Band based on Stacie’s web behavior, with a promo code to incent purchase. Promo Code Below:
- 92. Success Stacie stops by her local Niketown and buys the Nike Fuel Band with her promo code. She requests an eReceipt. The eReceipt contains a bounce back offer with upsell opportunities eReceipt $149.00 Have you seen these?
- 93. 7 days after her FuelBand purchase, Stacie receives an automated rating/review email. Engage Review your Recent FuelBand purchase. Triggered Send +7 days Log your runs on Nike+ She is also invited to join Nike+ Triggered Send+14 days She adds her mobile number to her profile so she can receive mobile alerts about local Nike running events . Stacie Johnson’s Profile 1-503-509-6995
- 94. A Relationship Group Runs 3/5,3/7, & 3/9 Or an email about an upcoming event Stacie can request information and receive an SMS alert about an upcoming local event…
- 95. Inspired Marketing Stacie Type this into your web browser: Learn How You Can Make It Count www.youtube.com/nike
Editor's Notes
- Google really ruined this era of marketers. It was THE BIG THING. You just tweaked some title tags and BAM, you had thousands of new search engine referrals because you were 1st page on Google. It was like printing money. And marketers have been chasing those easy winnings by looking for the NEXT BIG THING. But at each step, the NEXT BIG THING wasn’t really as big or as easy…
- Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
- Permission-based data is more important now than ever before – leveraging this data (past purchase history on tickets, merchandise, favorite player, etc.) can be incredibly effective in sending 1:1 relevant and personal communications with subscribers/fans.