MBAK 619
Jennifer Massicotte, Pamela Schell, Gregory Witt
October 5, 2013
• Active Female, 28-50
• Enjoys Running, Walking, Fitness Training –
occasionally plays golf or soccer
• Nike Footwear pro...
Consumer Profile: Digital Behavior
• Access Nike.com and other sponsor sites
(Zappos.com)
• Key word searches include:
• N...
• Use Nike website page as main digital marketing
resource
• Create loyalty program targeted to Nike women
consumers
• Cre...
• Bring product to customer
• Create bond between consumer and product
by letting them try it
• Provide discount incentive...
• Funnel consumers through several social sites to Nike
main website
• Increase click-throughs for Nike main website
• Eng...
Idea 1: Nike+ Lifetime Fitness
• Nike partners with five nationwide Lifetime
Fitness membership gyms
• Nike + Fuel band an...
Idea 1: Outcomes
• Increase awareness of the brand at a customizable
level
• Engage target persona with product/brand at
v...
Idea 2: Nike Nation Success Recognition
• Nike sponsored national campaign to recognize
women sports enthusiast and their ...
Idea 2: Outcomes
• Increased click-throughs on from Nike website
to secondary product by 20%
• Increased interest and prod...
Other marketing campaign ideas considered
Appendix
Idea: Nike “Stepping up”
• Nike to work in conjunction with 5 major sho...
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  • Social media is not highly used by men or women when looking for a productWomen are more loyal to a brand then menMen are more sport/activity specific then women when researching and purchasing sport gearAverage consumer for Nike products is in the middle income range.
  • Team nike mbak619_topic6_budgeted_digital_strategy

    1. 1. MBAK 619 Jennifer Massicotte, Pamela Schell, Gregory Witt October 5, 2013
    2. 2. • Active Female, 28-50 • Enjoys Running, Walking, Fitness Training – occasionally plays golf or soccer • Nike Footwear products purchased yearly • Annual Household Income - $88,000 • Consistent Nike Brand User • Desires Style, Function and Quality • Watches network shows and reality TV • Reads magazine articles and books Consumer Profile
    3. 3. Consumer Profile: Digital Behavior • Access Nike.com and other sponsor sites (Zappos.com) • Key word searches include: • Nike • running shoes • Occasional social site user (Facebook and Twitter) • Occasional Use of Nike+ if convenient and accessible
    4. 4. • Use Nike website page as main digital marketing resource • Create loyalty program targeted to Nike women consumers • Create or enhance sport specific Nike sites – Provide pro sport information, links, etc. – Show how to train – Identify what Nike gear can be used to help • Target middle income consumers • Incentivize all product purchases with secondary product rebates and family plan product packages Consumer Insight
    5. 5. • Bring product to customer • Create bond between consumer and product by letting them try it • Provide discount incentives for Nike products • User word of mouth tactics through social sites, blogs and in person • Show products being used • Associate positive outcome with product use Promotional Tactics used
    6. 6. • Funnel consumers through several social sites to Nike main website • Increase click-throughs for Nike main website • Engage consumers to connect with the Nike brand by social site voting (likes) • Provide consumers the ability to customize products for personal appeal • Use Nike website as exclusive location for custom product purchases Promotional Tactics used cont…
    7. 7. Idea 1: Nike+ Lifetime Fitness • Nike partners with five nationwide Lifetime Fitness membership gyms • Nike + Fuel band and IPOD offerings are available daily for women to try as working out – Nike + is rented to member for 30-day-trial, end of thirty days, member receives 25% discount to purchase • Television monitors display NIKE+ product use in gym and workout statistics
    8. 8. Idea 1: Outcomes • Increase awareness of the brand at a customizable level • Engage target persona with product/brand at virtually no-risk through trial • The campaign will encourage re-acquisition of target consumers personally “Bringing Nike to them” • Members, Trainers, and Experts get a chance to spread word-of-mouth in-person and digitally
    9. 9. Idea 2: Nike Nation Success Recognition • Nike sponsored national campaign to recognize women sports enthusiast and their individual and team accomplishments. • Teams/individuals blog accomplishments on Nike’s secondary sports websites including information about Nike equipment used. • Accomplishments voted on by Participants and web users on every 3 months. • Social media sites; Pinterest, Facebook, Twitter, Instagram used as marketing channels to Nike blog sites • All participants receive product discounts. • Winning accomplishment will be given the opportunity design a custom fuel band. • Custom fuel Band sold through Nike+ website.
    10. 10. Idea 2: Outcomes • Increased click-throughs on from Nike website to secondary product by 20% • Increased interest and product recognition based on “real” people use. • Retain existing product users by virtue of their personal accomplishments using the Nike Brand. • Consumer acquisition based on perception of winning attributed to Nike product use
    11. 11. Other marketing campaign ideas considered Appendix Idea: Nike “Stepping up” • Nike to work in conjunction with 5 major shoe outlets to provide a continuous exchange program for family shoes purchasing. • Families signup for the “stepping up” program that allows continuous shoe exchange for family members. • Participants are given product purchase points for exchanged shoes. • All shoe products discounted through this program “Stepping Up”: Outcomes • Creates long term customers • Acquires future customers (family children) • Used Nike shoes re-sold or given away to low income families providing good-will recognition to the Nike brand. • Nike can bolster brand advocacy by showing active participation in the triple bottom-line • People = providing shoes to the needy • Planet = reuse of existing products • Profit = creating steady consumers

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