Marketing Innovation Nike Plus


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A short presentation on the innovative digital marketing concept of Nike+ from Nike

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Marketing Innovation Nike Plus

  1. 1. Digital Marketing Permission Marketing Community Creation More detail at Johneire
  2. 2. More detail at
  3. 3. <ul><li>“ The Consumer Decides”: </li></ul><ul><li>“ 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.” </li></ul><ul><li>Nike CEO Mark Parker </li></ul>
  4. 4. <ul><li>Nike’s 11 Maxims </li></ul><ul><li>1. It is our nature to innovate. </li></ul><ul><li>2. Nike is a company. </li></ul><ul><li>3. Nike is a brand. </li></ul><ul><li>4. Simplify and go. </li></ul><ul><li>5. The consumer decides. </li></ul><ul><li>6. Be a sponge. </li></ul><ul><li>7. Evolve immediately. </li></ul><ul><li>8. Do the right thing. </li></ul><ul><li>9. Master the fundamentals. </li></ul><ul><li>10. We are on the offense. Always. </li></ul><ul><li>11. Remember the man. </li></ul>
  5. 5. <ul><li>“ The Consumer Decides”: </li></ul><ul><li>“ [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. … </li></ul><ul><li>Nike’s Brand President, Charlie Denson </li></ul>
  6. 6. <ul><li>“ The Consumer Decides”: </li></ul><ul><li>“ 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. ….” </li></ul><ul><li>Nike’s Brand President, Charlie Denson </li></ul>
  7. 9. View Video at:
  8. 10. <ul><li>Launch </li></ul><ul><li>First launched 12th July 2006 USA </li></ul><ul><li>Launched together with new shoe models </li></ul><ul><li>Niketown promotion </li></ul><ul><li>Celebrity endorsements at special events </li></ul><ul><li>Apple promoted events – concert </li></ul>
  9. 11. <ul><li>Launch </li></ul><ul><li>Non Traditional </li></ul><ul><li>Video </li></ul><ul><li>e-mail </li></ul><ul><li>PR </li></ul>View Video at:
  10. 12. <ul><li>Launch </li></ul><ul><li>Advertising </li></ul>View Video at:
  11. 13. <ul><li>Launch Permission Marketing </li></ul><ul><li>Through existing customer e-mails </li></ul><ul><li>Through in store promotion & events </li></ul><ul><li>Through both Nike & Apples main website </li></ul><ul><li>Through users logging onto website </li></ul>
  12. 14. <ul><li>Launch </li></ul><ul><li>Permission Marketing to Word of Mouth to Viral marketing </li></ul><ul><li>Friends tell friends </li></ul><ul><li>user generate videos </li></ul>View Video at:
  13. 15. <ul><li>Successful? </li></ul><ul><li>Would market use it </li></ul><ul><li>Would consumers without an Ipod or non loyal Nike users use </li></ul><ul><li>it? </li></ul><ul><li>Serious Runners or Fashion runners or casual runners? </li></ul><ul><li>Would it assist sales of runners? </li></ul>Will the New Nike+iPod Sport Kit Hit the Ground Running, or Hit the Wall? [email_address] .
  14. 16. <ul><li>Successful? </li></ul><ul><li>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. </li></ul><ul><li>&quot;Nike+ is turning out to be huge,&quot; the company said in its conference call. &quot;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.&quot; </li></ul>Marketing Daily article Dec 2006 click here
  15. 17. <ul><li>Successful? </li></ul><ul><li>From July 2006 – Feb 6th 2007 200,000 members </li></ul><ul><li>35% of the members that we surveyed are actually new to </li></ul><ul><li>using Nike footwear </li></ul><ul><li>more than half of consumers are actually using the survey </li></ul><ul><li>to service four times a week. </li></ul><ul><li>most NB 93% said they would recommend it to a friend </li></ul>Nike investors day Feb 6th 2007
  16. 18. <ul><li>Developments –Gym Throwdown </li></ul>
  17. 19. <ul><li>Developments – Nike sportsband April 2008 </li></ul>
  18. 20. <ul><li>Successful? Now? </li></ul><ul><li>The Human Race 31.08.2008 – over 1 million runners </li></ul>More detail at
  19. 21. Digital Marketing Permission Marketing Community Creation More detail at Johneire