Marketing Innovation Nike Plus

Digital Marketing Permission Marketing Community Creation More detail at Johneire http://www.squidoo.com/digitalmarketingnikeplus

More detail at http://www.squidoo.com/digitalmarketingnikeplus

“ The Consumer Decides”:

“ The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company. Today, consumers have never held as much power as they do today. They have more choices and more access to those choices. They connect and collaborate with each other over the world. … Clearly, the power has shifted to consumers. For every Nike employee, there's ten million consumers out there deciding whether or not the products and brands we offer really matter. … The ability we have to connect with consumers is the single most important competitive advantage in business today, and nobody does that better than Nike. There is no substitute for connecting with consumers, but it's really just the beginning.”

Nike CEO Mark Parker

Nike’s 11 Maxims

1. It is our nature to innovate.

2. Nike is a company.

3. Nike is a brand.

4. Simplify and go.

5. The consumer decides.

6. Be a sponge.

7. Evolve immediately.

8. Do the right thing.

9. Master the fundamentals.

10. We are on the offense. Always.

11. Remember the man.

“ [Consumers] want to be part of a community, whether it's a digital community or a virtual community, or whether it's a physical community. They want to feel like they're a part of something. They want to be engaged. …

Nike’s Brand President, Charlie Denson

“ That is a dedicated consumer experience. It is changing the game, and it's creating that competitive advantage for us. We would like to see 15% of all runners using Nike Plus, 15%. Now, that's not a very big number, except for there's 100 million people who call themselves runners worldwide. ….”

Nike’s Brand President, Charlie Denson

View Video at: http://www.squidoo.com/digitalmarketingnikeplus

Launch

First launched 12th July 2006 USA

Launched together with new shoe models

Niketown promotion

Celebrity endorsements at special events

Apple promoted events – concert

Launch

Non Traditional

Video

e-mail

PR

Launch

Advertising

Launch Permission Marketing

Through existing customer e-mails

Through in store promotion & events

Through both Nike & Apples main website

Through users logging onto website

Launch

Permission Marketing to Word of Mouth to Viral marketing

Friends tell friends

user generate videos

Successful?

Would market use it

Would consumers without an Ipod or non loyal Nike users use

it?

Serious Runners or Fashion runners or casual runners?

Would it assist sales of runners?

Will the New Nike+iPod Sport Kit Hit the Ground Running, or Hit the Wall? [email_address] .

Successful?

Fueled by strong sales of its Nike+ and Converse lines, Nike reported a 10% increase in sales for its second quarter to $3.8 billion, compared to $3.5 billion for the same period last year.

"Nike+ is turning out to be huge," the company said in its conference call. "In less than 6 months Nike+ users have logged more than 3 million miles . . . and there are over 3 million Plus-ready shoes in the global marketplace and we expect to double by year end. Clearly, our confidence in this concept is proving to be accurate."

Marketing Daily article Dec 2006 click here